CRM & Lifecycle Marketing Manager

As the CRM & Lifecycle Marketing Manager at Step, your primary responsibilities will include developing and executing a best-in-class CRM strategy, managing day-to-day email, in-app, and push campaigns, and continuously analyzing customer engagement data to optimize the user journey. You will also work closely with various teams to inform product decisions and ensure that our marketing resonates with the Gen Z audience.

To excel as the CRM & Lifecycle Marketing Manager at Step, you should have 3-5 years of experience in consumer lifecycle and CRM marketing, preferably with familiarity in mobile app marketing. An analytical mindset, experience with marketing automation tools like Braze, and a passion for understanding Gen Z are also essential for this role.

Step fosters a collaborative and dynamic culture that thrives on innovation and creativity. As a CRM & Lifecycle Marketing Manager, you will be part of a fast-paced startup environment that encourages autonomy, problem-solving, and teamwork. Our commitment to financial education and success for Gen Z is at the heart of our mission, and you'll find a supportive atmosphere ready to embrace new ideas.

At Step, there is a high potential for growth as we are an early-stage startup with ambitious goals. The CRM & Lifecycle Marketing Manager will have numerous opportunities to lead initiatives, develop innovative strategies, and contribute to the overall marketing efforts, potentially paving the way for career advancement within the company.

Step values work-life balance and offers a flexible work-from-home policy, along with generous vacation time. We believe that well-rested employees contribute more effectively, so we encourage taking time off to recharge, ensuring that our CRM & Lifecycle Marketing Manager can perform at their best.

To develop a lifecycle marketing strategy for Gen Z at Step, I would start by conducting thorough research on their preferences and behaviors. I'd utilize customer insights to tailor engagement strategies, focusing on personalization and creating meaningful touchpoints. Collaborating with cross-functional teams would also be crucial to align messaging and ensure consistency across all channels.

In evaluating the success of CRM campaigns, I would focus on key metrics such as open rates, click-through rates, conversion rates, and customer retention rates. Analyzing how these metrics change over time will help identify trends, successes, or areas needing adjustment to optimize future campaigns.

For a campaign with low engagement rates, I would first analyze the available data to identify potential causes. It might involve reevaluating the audience segmentation or adjusting the message's tone or content. I would also consider A/B testing different elements to improve engagement and identify more effective strategies for future campaigns.

I have previously used tools like Braze and HubSpot, which enabled me to automate campaigns, personalize customer experiences, and segment audiences effectively. These tools helped improve our campaign efficiency, allowing for real-time adjustments based on performance data, resulting in significantly increased user engagement and conversion rates.

In a previous role, I analyzed user behavior data that highlighted a drop-off rate during a specific stage of the customer journey. By addressing the key pain points based on data insights and updating the communication strategy around that segment, we drastically improved conversion rates by 20% within a few weeks.

When approaching partnerships with external CRM agencies, I would prioritize clear communication of our goals and expectations, ensuring they understand our brand voice and target audience. Regular check-ins and data-sharing would be crucial to maintain alignment and adapt strategies based on performance insights.

A successful campaign I managed involved a targeted email series for a product launch. By segmenting our audience based on their previous interactions and preferences, we achieved a 40% higher open rate compared to past campaigns. The personalized approach made a significant impact, leading to higher engagement and sales.

The most important aspect of CRM marketing is understanding and personalizing the customer experience. By leveraging data insights, marketers can create tailored interactions that build deeper relationships and foster loyalty, particularly with a dynamic audience like Gen Z.

To stay updated on trends affecting Gen Z marketing, I regularly consume industry-related podcasts, follow influential social media accounts, and read relevant publications. Engaging with Gen Z audiences and participating in forums dedicated to youth culture also provides valuable insights into their evolving preferences.

Creativity plays a crucial role in my marketing strategy. Developing engaging and innovative campaigns that resonate with the audience, especially one as dynamic as Gen Z, requires fresh ideas and unique approaches. Balancing creativity with data-driven insights helps ensure campaigns are not only compelling but also effective.