How you’ll make an impact:
As a Lifecycle Marketing Lead, you will play a crucial role in supporting Xero’s global small business lifecycle and engagement strategy to accelerate conversion, time to value and drive continuous incremental uplifts throughout our direct to small business channel.
Reporting into our Lifecycle Marketing Manager, you will be part of a team responsible for ideating and delivering personalised, orchestrated journeys that are #beautiful, relevant and above all impactful. You’ll effectively leverage all direct marketing channels, tooling and data at your disposal for the best customer outcomes - including but not limited to, email, in-product communications, push and SMS.
We are looking for a Marketing Lifecycle Lead who is data-savvy, commercially astute and apt at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth here at Xero.
What you'll do:
- Use a human-centered design approach to map who our users are, what they need and design communication journeys that ensure every engagement point we have adds value
- Work collaboratively with Product Marketing, Product Onboarding, Customer Success, Regional Marketing, Revenue Operations, Design and Analytics specialists to deeply understand the end-to-end customer journey in order to inform your recommendations to the communications experience in your lifecycle specialisation
- Identify and provide requirements for appropriate customer research along the lifecycle journey, to ensure we have actionable insights and are tracking and solving real customer problems
- Use Salesforce Marketing Cloud to gain insights into our customer engagement behaviour that can help inform other areas of the business
- Drive customer lifecycle programs that are commercially aligned to business goals and strategy, by always linking the customer or commercial need and opportunity
- Ideate and drive optimisation and innovation within the customer journey, ensuring that magic is happening at every touchpoint & interaction, through a continuous test-and-learn approach
- End-to-end development and execution of project initiatives, within strict timelines and sequencing, through to post-analysis and continual improvement
- Own the customer success metrics relevant to your role, continuously reviewing and analysing Trial → Paying conversion, Expired Trial List Win Back %, Product Milestone completion, Cost - Benefit of promotional offers
- Work closely with data and analytics teams to ensure availability of quality data for audience targeting and tracking to ensure initiatives are set up correctly to report on incremental performance outcomes
- Leverage data and qualitative/quantitative customer insights to define lifecycle initiative briefs, insightful hypotheses, creative and user experience
What you'll bring:
- Extensive experience in email marketing and/or marketing automation platform and digital experimentation
- Experience in Salesforce Marketing Cloud and Sales Cloud and Google Analytics
- Deep understanding of human-centred design, service design or design thinking
- Highly strategic and customer led mindset with the ability to identify opportunities of value for the business and customers
- Self-motivation, achievement oriented outlook, innovative thinking, with the ability to thrive in a highly dynamic work environment
- A deep knowledge and understanding of audience data and segmentation
- Experience working with promotional levers to drive conversion uplift
- Proven ability to communicate with stakeholders around the “why” for each project
- Excellent written and verbal skills across technical and non technical audiences
- Excellent project management skills and ability to juggle multiple projects at once
