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About the Role

Gerber Life Insurance Company is seeking an experienced and strategic Senior Marketing Manager of Lifecycle Marketing Strategy to drive the development of communication strategies and customer journey initiatives. The ideal candidate will possess a strong background in marketing strategy, audience segmentation, and creative development, with a focus on analysis and optimization. This role involves cross-functional collaboration to create engaging campaigns that enhance customer experiences and contribute to Gerber Life's success, aiming to drive consumer growth through new customer journeys.

Responsibilities

Lead the development of comprehensive customer experience strategies for various customer segments throughout their lifecycle, including engagement, retention, loyalty, and advocacy.
Utilize data-driven insights and market research to inform communication strategies.
Collaborate with cross-functional teams to align strategies with overall business goals.
Use various channels such as email, SMS, direct mail, and owned channels like e-service.
Create, map, and analyze customer journeys to identify touchpoints, pain points, and optimization opportunities.
Design and implement customer journey initiatives to enhance engagement, retention, and conversion rates.
Leverage customer insights to continuously refine and improve customer journey effectiveness.
Oversee the execution of marketing campaigns in collaboration with the Marketing Operations team.
Collaborate with internal teams (Creative, Audience Strategy, Analytics, Media Team) and external partners.
A/B test and analyze campaign and journey performance.
Partner with analytics and audience teams to segment customers.
Develop personalized communication approaches for each segment.
Define objectives and KPIs for each segment, aligning with overall business objectives.
Champion messaging and creative development through creative briefs.
Craft clear and persuasive messaging that aligns with brand guidelines.
Ensure consistency of messaging and branding across all communication touchpoints.
Stay up to date with industry trends and emerging analytics methodologies.
Perform other duties as assigned.
Comply with all policies and standards.

Requirements

Bachelor's Degree in Marketing, Business, or a related field.
7-10 years of proven experience in Marketing Strategy and Lifecycle Marketing in a leadership role, preferably in a fast-paced, data-driven environment.
Experienced in customer segmentation strategies.
Experience leading and developing at least one direct report.
Knowledge and existing experience with marketing automation/CRM systems such as (Salesforce, Snowflake, Marketo, Hubspot).
Well versed in test and learn approach and A/B testing strategy.
Excellent program management skills, including the ability to prioritize and manage multiple marketing programs simultaneously.
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.
Innovative mindset, and a passion for staying ahead of industry trends and leveraging new technologies and methodologies.
Highly organized with an adherence to deadlines and commitments.
Proficiency in Microsoft suite and Tableau/Power BI, demonstrated experience working with marketing analytics platforms, web analytics tools, and data visualization tools.

Skills

Marketing Strategy
Lifecycle Marketing
Customer Segmentation
Creative Development
Data Analysis
A/B Testing
Program Management
Digital Marketing Channels
Attribution Models
Audience Measurement
Problem-Solving
Collaboration
Innovation
Organization
Microsoft Suite
Tableau
Power BI
Marketing Automation
CRM Systems
Salesforce Marketing Cloud

Location

Office setting

Work Type

Full-time

Experience Level

Senior
Leadership role

Education Level

Bachelor's Degree
Master's Degree

Salary/Compensations

$162,000-$200,000

About the Company

Gerber Life Insurance Company