Lifecycle Marketing Manager
iolo Technologies / RealDefense is seeking a Lifecycle Marketing Manager to lead on Customer Retention. This customer marketing role has significant opportunity for bottom-line impact and growth. The individual will be working to drive retention metrics, minimize churn and extend customer lifetime value through rigorous test, measure, learn.
RealDefense products, such as iolo's System Mechanic, have been around for 20+ years and are thriving in the new work at home culture. We are a consumer security company focused on providing solutions to the fast-growing work at home economy. Come join our team and develop products that help everyday consumers.
Responsibilities:
- Develop and deliver a long-range subscriber retention strategy and detailed plans targeting priority active and churned subscriber cohorts as defined in collaboration with internal Strategy & Data Analytics partners
- Deliver and optimize core retention KPIs, both leading and lagging metrics (content reach, subscriber frequency and engagement; churn risk, churn rate, subscriber reconnects)
- Collaborate with Strategy & Data Analytics and Brand Marketing partners to fully understand and monitor subscriber behaviors, content preferences, needs and frustrations, and media consumption patterns, in order to define cohorts, build data-led personas, and develop tailored retention plans
- Drive development, implementation and iteration of new and improved methods of reaching and engaging subscribers, in collaboration with local and global Product and Product Marketing teams
- Review, test and optimize automated customer lifecycle and cancellation journeys, messaging and save tactics. Review, test and optimize personalized and content-led lifecycle communications and formats, ensuring alignment with broader Disney+ brand and title campaigns and priority content beats
- Produce regular reports and presentations monitoring subscriber retention, lifetime value, and risk; articulating strategic priorities, plans and tactics; competitor activity and retention best practice
- Build positive relationships and collaborate effectively with key stakeholders including local Finance & Strategy, Legal, Marketing, and Product teams, locally and globally.
Qualifications
Required Skills:
- Successful track record in customer relationship management with 5yrs+ of professional experience ideally with B2C software or the broader subscription-based B2C landscape
- Proven ability to apply market and business data, and strategic thinking, to develop a retention strategy and detailed plans, and to execute those plans to deliver improvements to retention trading KPIs
- A deep understanding and interest in latest retention techniques, awareness of the unique challenges of a consumer subscription business essential
- Experience with CRM (particularly Emarsys), Paid media marketing tools (e.g. Google Ads, Microsoft Ads, Facebook), and analytics tools (Domo an advantage)
- Results-focused with extensive experience in test and learn at a customer and campaign level
- Thrives through working in cross-functional / multi-territory teams, ideally experience in an international matrix organization
- Data-centric essential.
Preferred Skills:
- Analytical mind-set, strategic thinker
- Strong presentation and communication skills
- Effective relationship builder, and a collaborative, constructive team player
- Positive attitude and flexible of thought, champions change and drives results
- Curious, resourceful and a creative problem-solver
- Discreet and able to follow strict commercial confidentiality disciplines
- Able to work well with ambiguity, and comfortable working in a fast-paced environment
Education:
- Bachelor's Degree in Marketing or related field (Master's degree preferred)
Additional Information
Perks:
- Great Base Salary
- Medical, Dental, Vision, Life insurance, FSA, HSA
- Unlimited PTO
- 401(k) plan with employer matching