- Company Name
- Twinkl Educational Publishing
- Job Title
- Lifecycle Marketing Manager
- Job Description
-
**Job Title:** Lifecycle Marketing Manager
**Role Summary:**
Lead the development and execution of data‑driven lifecycle marketing strategies that acquire, retain, and grow customers across the entire journey. Manage and mentor a team of CRM and Onsite Marketing managers, collaborate cross‑functionally, and optimize automation, segmentation, and performance reporting to drive engagement, reduce churn, and increase loyalty.
**Expectations:**
- Proactive, analytical mindset with a strong focus on measurable results.
- Ability to lead and develop a small marketing team while fostering collaboration.
- Excellent communication skills for writing and localising multi‑channel content.
- Strong organisational capability to manage multiple campaigns and deadlines.
**Key Responsibilities:**
- Map, optimise, and automate customer journeys for onboarding, at‑risk, and churned segments.
- Conduct advanced audience segmentation (including RFM) and personalisation for all campaigns.
- Design, execute, and analyse A/B tests, triggered flows, and lifecycle messaging.
- Partner with segment and product marketing leads to align campaigns with calendar priorities and drive product/feature adoption.
- Act as “visual merchandiser” for website content placement to enhance user experience.
- Create and adapt marketing copy for onboarding, upgrades, newsletters, win‑back, cross‑sell, and upsell touchpoints.
- Develop and manage communication plans for loyalty programmes throughout the customer lifecycle.
- Own reporting, performance dashboards, and insight generation to inform future strategy.
- Champion team growth, mentorship, and alignment with organisational mission and values.
**Required Skills:**
- Proven experience in lifecycle marketing and customer journey mapping.
- Hands‑on expertise with CRM/email platforms (e.g., Braze, Dotdigital, Mailchimp).
- Proficiency in marketing automation and A/B testing tools.
- Strong data literacy: segmentation, UTM tracking, tagging, and performance metrics.
- Experience with analytics/visualisation tools (Google Analytics, Looker, Tableau, etc.).
- Familiarity with CMS platforms (e.g., Sanity).
- Excellent written communication with attention to tone and clarity.
- Demonstrated team leadership, mentoring, or coaching experience.
- Collaborative, cross‑functional teamwork orientation.
**Required Education & Certifications:**
- Bachelor’s degree in Marketing, Business, Data Analytics, or a related field (or equivalent practical experience).
- Relevant certifications are a plus (e.g., Braze/Marketo/HubSpot CRM, Google Analytics, Marketing Automation, Data Visualization).