Lifecycle Marketing Specialist (2 roles available)

As a Lifecycle Marketing Specialist at Xero, you will focus on creating and executing customer lifecycle programs that align with our business goals. You'll map out user journeys, design communications that bring value to every engagement, and utilize data insights from Salesforce Marketing Cloud to inform your campaigns. This role is dynamic, enabling you to juggle multiple projects while ensuring our messaging remains personalized and impactful.

Applicants for the Lifecycle Marketing Specialist role at Xero should ideally have a degree in digital marketing or a related field and some industry experience. Familiarity with email marketing and marketing automation platforms is essential. Being data-driven and possessing excellent project management skills will be crucial, while prior experience with Salesforce Marketing Cloud is highly advantageous.

At Xero, we believe in investing in our employees’ growth. As a Lifecycle Marketing Specialist, you will have access to various career development resources including mentorship programs and training opportunities. Our culture promotes continuous learning and innovation, ensuring that you will not only do great work but also grow your career along the way.

A typical day for a Lifecycle Marketing Specialist at Xero might include collaborating with the Lifecycle Marketing Lead on upcoming campaigns, utilizing Google Analytics to analyze user engagement data, and brainstorming ideas for customer journey touchpoints. You will also spend time creating personalized communications in Salesforce Marketing Cloud and analyzing the performance of past campaigns to inform future initiatives.

At Xero, you can expect a vibrant, collaborative work environment that values innovation and creativity. We promote flexibility in how you work, including remote options, allowing you to balance your professional and personal life effectively. Additionally, our commitment to employee well-being is evident through our generous paid leave and support programs.

When prioritizing multiple projects, it’s crucial to assess each project's alignment with business goals and deadlines. Using project management tools to track progress, ensuring clear communication with team members, and being adaptable to changes will help navigate your workload efficiently.

Analyzing a marketing campaign's success involves first defining clear objectives and KPIs. Once the campaign is executed, leverage tools like Salesforce Marketing Cloud or Google Analytics to gather data on user engagement and conversions, comparing them against your initial goals. Based on these insights, identify areas of improvement for future campaigns.

Customer feedback is vital in lifecycle marketing as it provides direct insights into user needs and preferences. Engage with customers regularly through surveys and feedback forms, and use this data to refine communication strategies and ensure that each customer touchpoint adds genuine value.

To create a personalized communication plan, I would start by segmenting our customer base based on their behaviors and demographics. Then, I would leverage insights from Salesforce Marketing Cloud to develop tailored messaging that addresses the specific needs of each segment, ensuring that every interaction feels relevant and engaging.

Effective email marketing hinges on several key components, including compelling subject lines that grab attention, targeted content tailored to the audience, and strong calls to action that drive engagement. Additionally, testing and analyzing performance data can guide continuous optimization.

I approach data-driven decision-making by first establishing clear metrics and goals. I regularly analyze customer engagement data through analytics tools to identify trends and areas for improvement, allowing me to make informed recommendations that enhance marketing strategies.

In a previous role, I led a customer re-engagement email campaign that utilized segmentation based on past purchase behavior. By crafting targeted messaging and personalized offers, we achieved a 25% open rate and significantly increased conversions, demonstrating the power of tailored content.

Key metrics to track the effectiveness of lifecycle marketing include customer acquisition costs, customer lifetime value, engagement rates, and conversion rates across various touchpoints. Additionally, churn rates and feedback scores can provide deeper insights into customer satisfaction.

To keep marketing content fresh and engaging, I consistently monitor industry trends and customer feedback, allowing me to adapt my strategies accordingly. Exploring new formats, such as interactive content or personalized video messages, can also help maintain audience interest.

I am drawn to the Lifecycle Marketing Specialist role at Xero because of the company's commitment to empowering small businesses. I admire Xero's innovative approach to marketing, and I am excited about contributing to a purpose-driven team that values creativity while making a tangible impact.