Director of Customer Lifecycle Marketing (CRM)

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About Care.com

Care.com is a consumer tech company with heart. We’re on a mission to solve a human challenge we all face: finding phenomenal care for the ones we love. We also support employers and their employees with our suite of B2B products and services that gives them flexibility and choice to manage their family caregiving needs (childcare, senior care, pet care, and more). That way, employees can focus on handling the demands of work and stay productive.

The B2B Marketing team is seeking a Director of Customer Lifecycle Marketing who will sit at the intersection of a diverse and highly collaborative team of marketers (acquisition, product marketing, CRM), creatives, product managers, and data scientists to drive increased engagement among existing Care@Work customers. The ideal candidate will lead the comprehensive customer marketing strategy across several lifecycle stages including activation, onboarding, customer engagement, upsell/cross-sell, and win back. They will help to define and operationalize our customer lifecycle in partnership with our CRM and Marketing Operations teams. Will be a driving force of Care@Work’s B2B customer strategy and positioning to scale our customer reach, awareness, adoption, utilization, retention, and overall revenue. The ideal candidate is passionate about data, clear in communication, and can bring an expert and experimental mentality to this evolving team. The Director of Customer Lifecycle Marketing will be a great storyteller, with a focus on customer engagement and utilization.

What You’ll Do:

  • Lead the development of an integrated B2B customer lifecycle strategy (activation, onboarding, engagement, upsell/cross-sell, advocacy, win back) and execution of lifecycle messaging programs
  • Set campaign, segmentation, and channel mix strategy, and lead cross-functional teams to bring omnichannel campaigns to life
  • Develop an experimentation roadmap and frameworks for funnel and channel optimization that will ensure high testing velocity while not diminishing the user experience
  • Explore new channels for potential growth marketing opportunities, including performance channels and other possibilities
  • Continuously test across our owned and operated channels (email, in-product, push, SMS, etc.) as well as OOH (direct mail) and paid marketing activity (LinkedIn)
  • Partner with the CRM and Marketing Ops team to setup and deploy campaigns via a multi-channel approach and with other cross-functional teams across Content, Brand/Creative, Product Marketing, Product, Engineering, and Data Analytics to develop new business opportunities and produce rich customer stories to support our go-to-market initiatives
  • Lead and drive a prioritized calendar of lifecycle initiatives to completion with various internal partners including creative, product marketing, BI, product, engineering, and data, as well as external vendors/agencies
  • Work with technical and data teams to establish and execute on the development of primary, secondary, and tertiary KPIs
  • Lead research efforts in collaboration with Product, Engineering, Design and UX to help us better understand our customers
  • Conduct data-driven campaign analytics and make recommendations on change to tactics or strategy as applicable
  • Build and own reporting to measure success, and communicate performance (campaign status, risks, and mitigation plans) on a weekly/monthly/quarterly basis to internal collaborators (including senior leadership)
  • Oversee forecasts, annual planning, campaign management, and budget allocation

Qualifications:

  • 10+ years digital marketing experience with validated hands-on experience driving growth and retention via CRM, email marketing, and customer segmentation. Push and In-App messaging experience are a plus.
  • Consistent track record of using data, analytics, and insights to guide strategy and develop powerfully engaging marketing programs
  • Ability to build innovative marketing programs that deliver measurable value throughout the marketing funnel
  • Excellent communication skills, both written and verbal, with the ability to synthesize sophisticated concepts into clear, concise, and engaging messages
  • Strategic big-picture problem solver who can plot a campaign from idea to execution; ownership mentality
  • Creative and hard-working problem solver who possesses the ability to lead with authority and influence
  • Expertise and hands-on experience with Salesforce and Iterable is required

For a list of our Perks + Benefits, click here!

**Care.com supports diverse families and communities and seeks employees who are just as diverse. As an equal opportunity employer, Care.com recognizes the power of a diverse and inclusive workforce and encourages applications from individuals with varied experiences, perspectives, and backgrounds. Care.com is committed to providing reasonable accommodations for qualified individuals with disabilities. If you need assistance or an accommodation, please reach out to [email protected].**

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Company Overview:

Available in more than 20 countries, Care.com is the world's leading platform for finding and managing high-quality family care. Care.com is designed to meet the evolving needs of today's families and caregivers, offering everything from household tax and payroll services and customized corporate benefits packages covering the care needs of working families, to innovating new ways for caregivers to be paid and obtain professional benefits. Since 2007, families have relied on Care.com's industry-leading products—from child and elder care to pet care and home care. Care.com is an IAC company (NASDAQ: IAC).

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