Lifecycle Marketing Operations Manager - White Plains, United States - Western & Southern Life

Description

Overview:

Gerber Life Insurance Company is seeking a Lifecycle Marketing Operations Manager. This role will help to operationalize Lifecycle marketing experiences developed for our customers using customer journeys and leveraging marketing technology (Such as Salesforce). The ideal candidate will take a customer first mindset to marketing thorughout the lifecycle, and possesses a strong background in marketing operations implementation,data and is adept at segmenting audiences, and understands the full marketing funnel. You will collaborate cross-functionally to execute engaging campaigns that enhance customer experiences and contribute to the overall success at Gerber Life. Lifecycle marketing focuses on building and maintaining strong relationships with customers throughout their entire interaction with the Gerber Life brand, from initial awareness to post-purchase engagement. The Marketing Operations Manager plays a crucial role in ensuring that marketing operations are streamlined, efficient, and aligned with the overall audience led lifecycle marketing strategy.

In this position, you will be responsible for the day-to-day management of marketing activities, including the advancement of email campaign programming, campaigin execution and operations, data maintanence, augmentation and the implemention of new MarOps frameworks

Lifecycle Campaign Execution and Oversight:

Collaborate with cross-functional teams to align strategies with overall business goals.

Manage daily operations of the Lifecycle marketing channels marketing calendar, strategy and content, build and deployment of email campaigns, SMS, display, social as well as the A/B testing, measurement and reporting.

Implement triggered and personalized campaigns based on customer behavior and lifecycle stage.

Design content and set-up of customer Lifecycle campaigns alongside our creative team to ensure brand guidelines are followed.

Report and provide recommendations on overall campaign performance.

Use data to continuously evaluate, measure and optimize the lifecycle marketing programs.

Audience Data Management and Analysis:
- Collaborate with Data teams to segment the customer base for targeted marketing efforts.

Lead the development of comprehensive communication strategies for various customer segments throughout their lifecycle

Partner with data mar-tech on data management and integrity, including lead list imports, database maintenance, field updates, deliverability, and compliance.

Rigorously evaluate and analyze campaign and journey performance to ensure each message drives the desired results.

Customer Journey Management:
- Collaborate with cross-functional teams to map out the customer journey and identify touchpoints.

Lead the execution of the multi-channel campaign calendar across multiple touch-points

Work in close partnership with the strategy, audience and marketing teams, cross-functional partners, and agencies to ensure project plans are aligned with the strategic goals of the brand and project timelines are met.

Audience Segmentation and Targeting:
- Segment customers based on relevant characteristics, behaviors, and demographics (keeping in mind over-arching segmentation strategy).

Develop personalized and tailored communication approaches for each segment to maximize relevance and engagement.

Define objectives and KPIs for each segment, aligning with overall business objectives.

• 3-5 years experience in marketing production and end-to-end campaign management in a fast-paced data-driven environment.
• 2-4 years of experience with marketing automation platforms, such as hands on Salesforce experience.
• Proven track record of successfully implementing marketing campaigns and initiatives.
• Understands how to execute test and learn initiatives, and A/B testing methodology.
• Excellent project management skills, including the ability to prioritize and manage multiple projects simultaneously.
• Expertise in email best practices, including segmentation, deliverability, copy and design approaches
• Solid understanding of digital marketing channels, attribution models, and audience measurement methodologies.
• Creative growth mindset with bold ideas and know-how to get things done.
• Strong problem-solving abilities and attention to detail.
• Ability to work both independently and collaboratively in a cross-functional team environment.
• A passion for staying ahead of industry trends and leveraging new technologies and methodologies to drive marketing success and willingness to acquire new skills
• Highly organized with an adherence to deadlines and commitments

Work Setting:

• This position works in an office setting and remains in a stationary position for long periods of time while working at a desk, on a computer or with other standard office equipment, or while in meetings.
• Position requires substantial movement of wrist, hands and fingers for continuous computer work.

Educational Requirements:

• Bachelor's degree in Marketing, Business, or a related field. A Master's degree is preferred.
• 3-5 years of experience within Insurance or Financial Services industry preferred

Computer Skills and Knowledge of Hardware & Software Required:

• Advanced Excel skillsIntermediate/advanced PowerPoint skills
• Familiarity with Cognos is a plus
• Marketing Salesforce Data Cloud Certification a plus
• Familiarlity with Marketing Customer Data Platforms (CDPs), Marketing Automation Platforms, Salesforce Marketing Data Cloud (MDC), etc
• Working knowledge of HTML/CSS for email coding

Certifications & Licenses (i.e., Series 6 & 63, CPA, etc.):

• NA

Position Demands:

• Extended hours required during the peak planning period (fall) or during special/ad hoc projects
• Minimal travel (less than 10%)