Senior Director, Lifecycle Marketing and Mar Tech Lead

Company:

At LegalZoom, we exist to democratize law and deliver on that purpose by bringing quality and affordable legal help to anyone who is starting a business, planning for their family, and protecting their ideas. If you ask our employees, (or Zoomers, as we call ourselves), they’ll tell you the people are the best part about working here, and that’s because we don’t lose sight of our purpose.  We are a company passionately focused on our consumers through our products and services, supported by a strong technology platform that enables our consumers to interact with us anytime and anywhere.  We are a high growth company, expanding rapidly into new products and services, and looking to bring in leaders that want to further drive our purpose, help lead our growth, enhance our culture, develop our teams and accelerate career growth in a fast-paced, highly collaborative, inclusive, transparent and talented organization.

Role:

We are looking for a Senior Director, Lifecycle Marketing and Marketing Technology Lead to join the Marketing and Sales organization. This leader will report to the Chief Marketing Officer and will be responsible for completely re-imagining the way we think about our lifecycle marketing and marketing technology needs and initiatives.  This means we need a leader, with a strong background in data, analytics and lifecycle marketing experiences, to come in and look at our end to end consumer engagement and retention efforts and develop a new vision, strategy and plan to increase the long-term relationship with our customers in a way that drives meaningful value to our customers and to the business.  This will include driving our evolution across our crm, push notification, sales enablement, product account, and business development partners while working cross-functionally with our product, technology, partnership, sales and other marketing teams to execute initiatives that increase overall customer engagement, retention and lifetime value.  As an expert in the field, this will include identifying, by cohort, lifecycle roadmaps, personalization triggers, and appropriate cross-sells, up-sells and win-backs based on the customer, and then work cross-functionally to lead and implement these efforts. 

In addition, this role will be responsible for leading our marketing relationships with our mar tech partners including Salesforce, with a deep understanding of Marketing Cloud specifically, and how to drive higher usage, performance and optimization of our lifecycle marketing efforts on these platforms. 

As a Senior Director, you will be on the marketing and sales leadership team, and will be a leader in the company, responsible for helping to lead teams, foster talent, develop a high performing culture, and role model the values and principles of the organization.

Responsibilities:

• Assess the current environment, programs, tactics and performance and work with the team and leaders to set a new vision, strategy and program for lifecycle
• Lead development and execution of cohort-inspired in and out of product CRM roadmaps, messaging and content that will drive growth and retention
• Leverage a multi-channel approach with an emphasis on email marketing and sales and customer care, as well as push and in-product messaging
• Utilize data, customer insights and campaign performance to create and optimize lifecycle campaigns
• Establish a strategy to drive key lifecycle marketing results across messaging channels in support of business goals
• Lead and assist with the development of creative, copy and content for lifecycle marketing initiatives
• Partner with Lead on Testing & Optimization to develop programs and calendaring to ensure high testing velocity while not diminishing the user experience
• Develop segmentation and targeting strategies for lifecycle marketing campaigns and roadmaps
• Utilize segmentation tools to develop optimal audiences
• Partner and collaborate across departments (BI, product, data) to optimize UX and conversion
• Monitor and report on key lifecycle marketing metrics for campaigns and overall CRM programs
• Identify opportunities to maximize engagement and retention among customers
• Conduct data-driven campaign analytics and make recommendations on change to tactics or strategy as applicable
• Lead and assist with development of dashboards and ongoing reporting
• Ensure that lifecycle marketing campaigns are being sent error free and implement new quality assurance processes as needed
• Monitor blacklists, unsubscribes, churn, deliverability and other related metrics to protect health of the database
• Effectively communicate with business leads, product, creative, partners and other cross-functional teams to drive projects to completion
• Collaborate across marketing departments to implement cross channel campaigns for appropriate cross-sells, up-sells and win-backs (paid social, direct mail, etc)
• Partner with Salesforce and other tech partners, along with our tech team, to optimize existing tools and processes and assess new needs to drive performance

Qualifications:
 

• 10+ years CRM and lifecycle marketing experience
• Demonstrated experience leading CRM programs in a D2C subscription model
• Expert level knowledge with CMR platforms, messaging, automation tools developing engagement, retention efforts including cross-sell, up-sell, wind-backs
• Deep experience developing and implementing cohort-based lifecycle roadmaps and customer engagement triggers based on personalization mechanics
• Knowledge of SalesForce and specifically Marketing Cloud to drive mar tech stack usage, optimization and new tools implementation when appropriate
• Team leadership experience with proven hands-on experience driving growth and retention via CRM, email marketing, customer segmentation
• Mobile-web, push and in-app messaging experience are a plus
• Proven ability to manage and maintain strong cross-functional stakeholder relationships across multiple teams (product, BI, data, design, etc.) and an ability to coordinate timely feedback and approvals
• Strong data, critical thinking and analytical skills with proven ability to translate performance metrics into actionable insights
• Leadership experience including the ability to build and grow a team and to collaborate and influence teams to drive positive business performance and results
• Strong motivation, presentation and communications skills including experience working closely with senior leadership (c-suite) and speaking at industry events
• Experience with consumer facing, technology-driven DIY products and services a plus
• Bachelor’s degree required; MBA a plus