The role of the Lifecycle Marketing Manager is responsible for leading and owning the annual lifecycle marketing plan, focused on driving customer activation, engagement and retention through CRM automation and triggered CRM lifecycle campaigns.
We are looking for an established performer with strong CRM Campaign skills that proactively and confidently builds a body of strategic, 'out of the box' & optimised campaigns. This position requires a strong understanding of customer behaviour, the ability to analyse data, advanced CRM marketing experience and effective communication skills.
Responsibilities
We are a dynamic business; this brings new opportunities for our customers and our people. Being adaptable, managing change and maintaining resilience is key to success for all of us at TPG Telecom. Due to the dynamic nature of the business your responsibilities may change over time as the business evolves.
- We are all responsible for taking reasonable care of our own safety and wellbeing at work, and to avoid adversely affecting the safety and wellbeing of another person at work.
- Always be on the lookout to improve the way we work, and speak up with suggestions for a better way, with the aim of exceeding our customers’ expectations.
- Plan your work and be ready to take advantage of the opportunities and risks that come with our ever-changing industry
CRM Strategy
- Lead the development and implementation of comprehensive CRM strategies and annual plans to drive growth, customer engagement and retention
- Build and optimise a suite of strategic always on retention campaigns, including always-on engagement and churn prevention campaigns to improve customer tenure
- Consistently review campaign results and identify opportunities for campaign optimisation
Growth & Retention Performance management
- Use data analysis to identify key customer base trends and insights to drive decision making in the development of customer lifecycle strategies
- Gain deep understanding of the mobile base, including customer base movements during the lifecycle, identify cohorts of customers who are more likely to disconnect or purchase additional services
- Design treatments and offers to meet commercial outcomes while delivering great customer experiences.
- Support with the development of business cases to seek commercial approval of below the line offers required to meet customer expectations and achieve commercial targets.
Campaign Delivery & Marketing Automation:
- Design and execute targeted Adhoc CRM campaigns, which are aligned with broader Marketing and Product campaigns. Collaborate with marketing and product teams to ensure CRM strategy is aligned with the overall Marketing Strategy and Product Roadmap.
- Use MA platforms to A/B test content, channels and timings to personalise and optimise the journey for our customers and maximise open rates and click through rates.
- Manage e2e build and delivery of lifecycle campaigns and automation journeys across multiple channels
- Monitor and analyse campaign performance, providing post-campaign insights and recommendations on CRM performance and business KPIs.
- Manage vendors, including campaign and initiative delivery roadmaps, holding partners to account and timelines
- Stakeholder communications, providing regular updates and providing reports of campaign performance to the SLT
Knowledge & Experience (preferred & recommended)
- Experience in data-driven marketing, customer lifecycle management. preferably in the telecommunications, financial, or membership-based industries.
- A bachelor's degree in business administration, Marketing, or a related field.
- Exceptional communication, influencing, persuasion, presentation and
- interpersonal skills
- Strong independent and collaborative problem solver, a lateral thinker capable of translating creative thoughts to impactful executions
- Strong curiosity and critical thinking skills
- Demonstrable ability to take a complex task and make it simple
- Strong ability to work independently at pace, managing multiple projects at once
- Demonstratable ability to deliver commercial outcomes from ideation to execution, including business case
- Significant experience leading and delivering personalisation and customisation of marketing messages
- Strong bias for action and ownership – accountable for seeing things through
- Strong analytical skills with ability to think strategically.
- Advanced knowledge and experience using data to enable marketing automation platforms such as Braze, Salesforce, Adobe Marketing Cloud, Marketo or Pega.
- Strong project management and cross-functional collaboration skills.
- Experience working in an Agile approach and using Jira and Confluence are a plus.
- Fast and willing learner
#LI-LO1 #IND2
