Lifecycle Marketing Manager

As a Lifecycle Marketing Manager at Top Hat, you'll be tasked with developing and implementing strategies that drive customer engagement throughout their journey. This includes managing programs from initial acquisition to long-term retention, leveraging marketing automation tools like Salesforce Marketing Cloud, and executing multi-channel campaigns across email, in-app messages, and more. Analyzing campaign effectiveness and collaborating with various teams to enhance our lifecycle marketing efforts are also essential parts of your role.

Top Hat seeks a Lifecycle Marketing Manager with a minimum of three years' experience in marketing automation, lifecycle marketing, or customer marketing, with preference given to candidates with five years of experience. Strong copywriting skills and familiarity with marketing automation tools, particularly Salesforce Marketing Cloud, are a must. Technical skills like understanding HTML, CSS, and experience with SQL would be beneficial, along with the ability to track impact and ROI effectively.

At Top Hat, the professional growth of our team members is a top priority. As a Lifecycle Marketing Manager, you'll have access to various learning and development opportunities tailored for all role levels. The company values continuous improvement and invests in training programs that equip you with the skills and knowledge needed to excel in your role, thereby supporting your career progression within the company.

Top Hat fosters a flexible, remote-first work environment that encourages collaboration and innovation. Team members enjoy a supportive atmosphere, where they can genuinely connect with colleagues and pursue meaningful work that impacts education positively. You'll also appreciate the vibrant company culture at our welcoming Toronto HQ, alongside a management team dedicated to your growth and engagement.

A/B testing is crucial for a Lifecycle Marketing Manager at Top Hat as it allows you to optimize marketing strategies and campaigns. By testing different content variations, messaging, and audience segmentation, you can determine what resonates best with customers at various stages of their lifecycle. This data-driven approach enhances engagement, improves ROI, and ensures that your marketing efforts effectively contribute to Top Hat's mission.

When developing a lifecycle marketing strategy, I start by thoroughly understanding the customer journey, identifying key touchpoints, and segmenting audiences based on their behaviors and preferences. I leverage analytics to pinpoint gaps in engagement and then design targeted nurture programs across various channels to guide customers seamlessly from acquisition to retention.

I have extensive experience with marketing automation tools, particularly Salesforce Marketing Cloud, where I've managed various campaigns and refined customer segmentation. I focus on automating personalized messaging and learning to use the tool's analytics features to track performance and ROI, allowing me to optimize initiatives continuously.

To ensure high engagement rates, I prioritize segmentation and personalization based on customer data. Designing targeted content that reflects different buyer personas and stages in their lifecycle is essential. I also regularly analyze past campaign performance to inform future strategies and conduct A/B tests to find the most effective approaches.

Analyzing campaign performance is vital to understanding what resonates with the audience and what doesn't. It allows me to assess the effectiveness of marketing strategies, optimize future campaigns accordingly, and make data-driven recommendations that ultimately enhance customer engagement and loyalty.

In my previous role, I conducted A/B tests on email subject lines and calls to action to identify which versions drove higher open and click-through rates. By collecting data and analyzing user behavior, I was able to implement the winning strategies company-wide, significantly improving our overall email marketing performance.

Collaboration is crucial in lifecycle marketing. I regularly coordinate with product, sales, and customer success teams to ensure our campaigns align with business goals and adequately address customer needs. Centralizing diverse insights helps refine marketing strategies and creates a cohesive, impactful customer experience.

To successfully manage multiple marketing programs, I prioritize organization and effective communication. I utilize project management tools to keep track of tasks and deadlines, continuously updating stakeholders on progress. Setting clear goals and timelines allows me to focus on delivering results while ensuring alignment across all marketing initiatives.

I consider customer engagement rates, conversion rates, and retention rates as the most valuable metrics in lifecycle marketing. These metrics provide insights into how effectively we’re nurturing leads and retaining customers. Additionally, tracking ROI allows us to measure the success of our initiatives and adjust strategies as necessary.

I stay updated with the latest trends in marketing automation by following industry leaders, participating in webinars, and engaging in online marketing communities. Additionally, I subscribe to relevant blogs and publications to learn about new tools and best practices, ensuring our strategies remain innovative and effective.

I am drawn to the Lifecycle Marketing Manager position at Top Hat because of the company's commitment to enhancing the educational experience. I believe my skills in marketing automation, data analysis, and customer-centric strategies align perfectly with Top Hat's mission to empower educators. Additionally, I am excited about the potential to work with innovative technologies and contribute to a team that values growth and collaboration.