Lifecycle Marketing Manager - Small Business

San Francisco, US
Brand, Marketing & Communications – Digital Media, Platforms & Performance /
Permanent /
How you’ll make an impact:

As a Lifecycle Marketing Manager for Small Business, you’ll be leading a talented team of #humans who play a crucial role in driving Xero’s global lifecycle and engagement strategy, by orchestrating #beautiful experiences to our small business customers that truly delight and inspire action.

Your team will be responsible for ideating and delivering personalised, orchestrated journeys across the entire small business lifecycle, that are #beautiful, relevant and above all impactful. Effectively leveraging all direct marketing channels, tooling and data for the best customer outcomes - including but not limited to, email, in-product communications, push and SMS. You’ll be a strong team leader, balancing strategy, vision and providing clarity while overseeing tactical execution, and driving operational efficiency. We are looking for a Lifecycle Marketing Manager who is above all data-savvy, commercially astute and excels at working with both business and technical stakeholders to drive outcomes that deliver high quality customer conversion and overall market share growth.

What you'll do:

    • Work with the Head of Lifecycle to develop a rolling 6-12 month strategic Lifecycle Marketing plan that is commercially aligned to business goals and strategy, by always linking the customer or commercial need and opportunity
    • Take ownership of the entire small  business lifecycle funnel and working collaboratively with key stakeholders including Product Marketing, Product, Regional Marketing, Customer Success and Analytics specialists to identify opportunities incremental uplift
    • Lead and motivate others to bring out the best in the team while promoting high performance
    • Ensure that every member of your team has a clear career and personal development plan and is progressing towards these clearly defined goals
    • Work closely with the Marketing Automation Manager and Automation team to execute and deliver the Lifecycle strategy to a high standard and on schedule
    • Maintain a repository of tests and learnings/outcomes to ensure we are always iterating and improving and ensuring that adequate benchmarks and KPIs are set up front
    • Ensure your team is constantly following a data-driven approach for delivery, and are leveraging data and qualitative/quantitative customer insights to define lifecycle initiative briefs, insightful hypotheses, creative and user experience
    • Drive team prioritisation to ensure the team is focused on high impactful initiatives that contribute towards business outcomes
    • Regularly communicate strategy, results and program status updates to stakeholder groups, including senior leads, both F2F and async and contribute to the repository of learnings/outcomes
    • Deliver better processes, documentation, and support to easily represent the Lifecycle team’s impact
    • Confidently analyse experiment and journey performance, tying it back to the original objectives and hypothesis, report on results and share the metrics that matter most to  our stakeholders and business
    • Demonstrate performance and ROI uplift across all lifecycle metrics including Leads → Sign ups → Trials Trials → Paying customers Utilisation and Retention

What you'll bring:

    • Extensive experience in lifecycle marketing, email marketing and/or digital experience
    • Direct people management and team leadership experience
    • Experience maintaining a backlog and creating and managing a team delivery roadmap
    • Strong experience in people development and develop technical capability in others
    • A deep understanding of human-centred design, service design or design thinking
    • Experience in setting a delivery and execution framework for a high-performing team
    • The ability to communicate with stakeholders the “why” for each project with excellent written and verbal skills
    • A highly strategic and customer led mindset with the ability to identify opportunities of value for the business and customers