Lifecycle/CRM Manager
United States
Acquisition /
Full Time /
Remote
About Us
Thimble is a leading insurtech platform for small business customers and agents. Thimble allows customers to quickly get insurance coverage by the job, month or year using its award-winning app, website, or over the phone.
Founded by serial entrepreneur Jay Bregman, Thimble works with a variety of carriers to bring the best insurance solutions to small businesses, brokers and agents. Since it was founded, Thimble has delivered more than 170,000 policies to small businesses across the United States.
Thimble was acquired by Arch Insurance, a unit of Arch Capital Group Ltd. (Nasdaq: ACGL), a publicly listed Bermuda exempted company with approximately $15.6 billion in capital at Dec. 31, 2022. Arch, which is part of the S&P 500 Index, provides insurance, reinsurance and mortgage insurance on a worldwide basis through its wholly owned subsidiaries.
Thimble's innovative culture and technical expertise are an incredible addition to Arch Capital’s portfolio of offerings. The acquisition expands Arch’s suite of digital solutions for small business customers and brokers. Thimble will remain a separate subsidiary, working closely with the Arch Group team.
For more information, visit thimble.com.
Our Values
Our unique culture is built around our six core values:
Think Wild, Act Tame
Be relentlessly creative. Question everything. Get to know the rules so well, you can use them in new ways. Be the industry’s compliant radicals.
Green Means GO
Act. Move forward. Learn. You can only make a decision based on the best information you have – so make it.
Own Every Detail
Be ruthlessly precise. Disciplined. Sweat the small stuff.
Simplify, Simplify, Simplify
Get to the point. Make it crystal clear. Cut everything else. It’s our job to make insurance easy – however hard that is for us.
Every Moment Counts
Show up early and ready. Deliver on time or before. Make the most of your time, so others can make the most of theirs.
Stay Human
Treat every person, and their ideas, with respect. Cherish diversity.
About the Role
We are seeking a Lifecycle/CRM Manager to own an increasingly strategic and exciting channel in our marketing mix. This role will manage email, push, in-app, SMS, and social media to increase revenue, retention, and engagement throughout D2C and B2B lifecycles.
Reporting to the Director of Brand and Content, this role will own the strategic marketing communications for both our Broker and Consumer audiences throughout the entire customer lifecycle –including but not limited to phases like lead nurturing, onboarding, activation, education, expansion, win-back, etc. This role will also own and drive the key business metrics and relevant KPIs for this function.
This new Thimbler will have experience developing strategy, writing, designing, programming, and reporting as a lifecycle marketer. The ideal candidate will be excited to roll up their sleeves and contribute to our fast-growing company on their first day. They are a team player, numbers-oriented, creative, love to collaborate, organized, stellar communicator, and detail oriented.
What You'll Do
- Understand and speak to business metrics and goals that drive growth across Thimble’s broker and customer channels
- Design strategy for existing and new lifecycle channels to engage and drive performance for both potential and existing Thimble customers across the whole lifecycle
- Partner with our Product and Insurance teams to understand the product roadmap and identify all events and the appropriate communication necessary to create the best user experience possible
- Audit and optimize existing marketing lifecycle campaigns and customer segments (based on behavior, performance, demographics, and other relevant factors)
- Identify cohorts, events, build workflows, and work closely with various stakeholders to deliver messages that generate engagement
- Experiment! Work with the team to ideate, prioritize, and execute experiments within your channels at a rapid clip. Ensure best practices within testing framework, and report on outcomes and next steps
- Develop and execute a revenue-generating consumer-facing e-newsletter targeted to small business owners, driving a growing, relevant subscriber base. Collaborate on content calendar and partners/ad sponsors
- Own reporting that creates transparency for everyone, including leadership, to clearly see the impact of CRM as well as make decisions swiftly
What We're Looking For
- 5+ years in a similar position, preferably at a startup or insurance company, or in a highly regulated field
- A career and track record focused on CRM/lifecycle, ideally with experience focused on our target audience of small business owners
- Creative and analytical mindset with a strong focus on data-driven decision making
- Up-to-date with best practices for lifecycle/CRM tools including Iterable, Sendgrid, UserGuiding, LinkedIn, Meta Business Suite, Canva, and business data tools like Google Analytics, Omni, etc.
- Excel skills (pivot tables, data matching, and manipulation) preferred
- Technically savvy with a demonstrated ability to learn new systems quickly
- Intermediate knowledge of HTML
- Strong attention to detail for QAing messages and audience selections
- Exceptional verbal and written communication skills
What Success Looks Like
- Increase new premium via increasing customer/broker engagement rates across email, social, and in-app channels
- Alignment of initiatives with department and company goals
- Improved KPIs include but are not limited to:
- 1. All audiences: Opens/Open rate, Clicks/CTR, engagement, unsubscribe rate, etc.
- 2. B2B: Portal Logins, Webinar Registrations, Activations, Policies Sold, etc.
- 3. D2C: Web visits/traffic, clicks to quote, reactivations, expansions, etc.
What You'll Do in 30 Days
- Onboarding: Complete company and department onboarding processes. Meet with key internal stakeholders from the following teams: Acquisition, Data and Analytics, Insurance, Customer Success and Product, as well as external stakeholders like our Iterable account executive.
- Immersion: Dive in and understand our numbers, OKRs, customer segments, and products and customer experiences (D2C and B2B).
- Data and Analytics Familiarization: Learn CRM systems, marketing automation tools, and reporting dashboards. Begin weekly reporting and prepare for first monthly report.
- Customer Journey Mapping/Audit: Become familiar with existing B2B map/journeys and campaigns. Provide high-level recommendations which should include immediate, impactful insight.
- Manage: Take the wheel and run existing journeys/campaigns including newsletters, webinar notifications, product releases, and other ad-hoc messaging.
- Internal Collaboration: Build relationships with teams to understand customer pain points, feedback, and operational constraints.
What You'll Do in 60 Days
- Performance Analysis: Assess campaign effectiveness through key metrics like sends, open rates, click-through rates, conversion rates, engagement KPIs and new premium.
- Identify Growth Opportunities: Pinpoint gaps and untapped potential to drive new premium and improve KPIs.
- Develop Lifecycle Marketing Strategy: Define strategic objectives, align strategy with company goals, outline personalized journey maps, and select marketing channels and technologies for implementation.
- Present Recommendations: Share findings and proposed strategy with key stakeholders, obtain buy-in, and align priorities.
- Manage: Continue to run existing journeys/campaigns as needed (newsletters, ad-hoc announcements, social media community management, etc.)
What You'll Do in 90 Days
- Campaign Activation: Launch pilot campaigns for targeted segments across chosen channels (email, social, in-app, etc.)
- Content Creation and Management: Develop engaging content (e.g. email campaigns, social media, etc.) tailored to each lifecycle stage.
- Technology Integration: Tweak existing automations, data triggers, and personalized communication sequences in accordance with strategic recommendations driven from your analysis.
- A/B Testing and Optimization: Track campaign performance, test variations, and continuously optimize messaging, offers, and timing.
- Monetized Consumer Newsletter: Present plan – including content calendar, initial cost evaluation for advertising spots/partnerships, and methodology for acquiring new subscribers and advertisers.
- Reporting and Measurement: Monitor key metrics, report on campaign results, and demonstrate ROI.
- Continuous Improvement: Gather internal and external feedback, iterate on campaigns based on learnings, and refine the overall lifecycle marketing strategy.
Thimbler Benefits & Perks!
-Fully remote company
-Thimble Fridays! (out of office at 12:00pm local time)
-Comprehensive health, vision, and dental coverage
-401(k) auto enrollment and matching (100% of the first 3% and 50% of the next 3%)
-PTO: 20 days vacation + 8 floating days + 10 company-wide holidays + 1 VTO (Volunteer Time Off) + unlimited sick time
-Parental Leave: 100% paid 12 weeks + 2 weeks gradual return
-Computer choice of Mac or PC
-Work from home setup reimbursement
-Monthly co-working space and/or child care reimbursement
-Monthly ClassPass credit
-Quarterly wellness reimbursement
-Other health & wellness perks including: One Medical, Teladoc, Talkspace, Kindbody, and Health Advocate
-Virtual events, happy hours, trivia, and fun!
