Director of Lifecycle Marketing

Austin, TX, United States

At MyFitnessPal, we believe health starts with what you eat. We provide tools, resources and support to enable users to reach their health goals. The Marketing team at MyFitnessPal collaborates with all business units to help drive our business forward and help our users achieve their goals.

The MyFitnessPal team is seeking a Director of Lifecycle Marketing. This role will be responsible for designing and leading our lifecycle marketing strategy inline with company goals, ensuring a great execution, regular reporting and consistent optimization of the programs to build across multiple KPIs of our business,. This data driven, customer focused individual will lead the CRM team whose objective is to understand customer behaviors that drive long term value, loyalty and engagement and to identify opportunities for personalization across the customer lifecycle, leveraging channels such as email, push notifications, inbox notifications, content cards and in-app messaging. This is a cross-functional role that works closely with Product Marketing, Product, Creative, Engineering, Analytics and Content teams to develop and execute roadmaps that support GTM and bespoke lifecycle marketing strategies and campaigns that nurture, convert and retain our customers.

The ideal candidate is customer-obsessed with a great grasp of data-driven decision making. You are comfortable with both the art and the science of lifecycle marketing, equally at ease while talking to both the engineers on data pipes / events as well as the company leadership on business metrics. In a given day, you are seamlessly able to transition from thinking about strategies to improve engagement & retention to interpreting A/B test results to reviewing incremental impact of lifecycle marketing on business to explaining those results to the larger org. You thrive in a high visibility role and are driven by creating an impact to the business metrics. You are able to operationalize the program so it scales effectively across various segments and leverage automation as a resource.

Key responsibilities include, but are not limited to, consumer journey mapping, development of the roadmap for our lifecycle strategy, executing the strategy, monitoring health and deliverability, owning A/B testing of programs, reporting and optimizing the program, and leveraging automation to scale effectively. You will be the key owner of interpreting results back to the broader team, including the management team, with actionable insights that continually push us forward. As the leader of a small, nimble team within Marketing, you will also be the key strategic driver of how we build our capabilities around personalization, lifecycle, and content. You will be responsible for growing your team and developing them into rockstar lifecycle marketers themselves.

What you’ll be doing:

Own the development of customer lifecycle strategy and roadmap across the entire customer journey from activation, retention and winbacks using appropriate triggers and behavior-based data to ensure high customer engagement and retention Oversee execution of all CRM programs, tests and initiatives across different channels and audiences

Partner with Product and Engineering teams on data and technology enablement for personalization, segmentation, and testing

Be a creative problem solver in face of blockers such as absence of complete data

Leverage a multi-channel approach Combine customer data and analytics, consumer insights and market research to understand areas of opportunity to develop and optimize the lifecycle channel strategy

Develop segmentation and targeting strategies for marketing campaigns and lifecycle flows

Oversee and manage reporting processes, ensuring accurate and timely reporting on key performance metrics and communication of results and insights to leadership

Collaborate cross functionally between Growth Marketing, Product Marketing, Creative, Content, Product and Analytics teams to ensure business needs are met and drive projects to completion. Triage lifecycle comms requests from different internal teams while keeping an eye on customer satisfaction

Create a scalable playbook and capture learnings to continually drive incremental improvement in processes, operations, and metrics

Monitor industry trends and lead experimentation with new channels and creatives

Manage a small team of 3-4 CRM/email marketers

Automate workflows for scale

Qualifications to be successful in this role:

his person is customer obsessed, innovative, data-driven and strong at communicating complex information to a wide range of audiences. This person is a strong collaborator and able to partner with and influence teams across the organization.

10+ years of experience in lifecycle marketing and customer retention. Hands-on experience of executing campaigns is a must

7+ years of people management experience with a proven record of developing teams

Proven experience in segmentation and audience targeting, ability to analyze large user data and turn that analysis into actionable, scalable insights

Strong understanding of channel best-practices. Able to translate business and customer insights into effective creative briefs

Customer-obsession, entrepreneurial spirit, persistence, bias towards action and a well-rounded skill set

Expertise in messaging automation platforms and ESPs, ideally Braze. Can identify and represent technical requirements needed to both execute as well as enable personalization across channels.

Deep familiarity with D2C subscriptions business models and reporting

Demonstrated experience building test & learn programs

Strong ability to create and foster cross-functional relationships across business and technical stakeholders. Experienced working in a fast-paced and matrixed environment

Advanced analytics skills and ability to derive actionable insights from performance data

Experience and understanding of reporting platforms such as Amplitude, Looker, Tableau, Google Analytics

Strong communication and interpersonal skills

Experience with mobile app marketing is a plus

Job Location: San Francisco, or Austin TX, preferred but open to remote

Travel Requirement: Approximately 10% travel will be required for this position

Please consider applying even if you don’t meet 100% of the qualifications. Research shows you can still be considered for a position if you meet some of the requirements. At MyFitnessPal, we’re building a fitness product for everyone and believe our team should reflect that. We encourage people of different backgrounds, experiences, abilities and perspectives to apply.

The reasonably estimated salary for this role at MyFitnessPal ranges from $136,000 - $204,000. Actual compensation is based on factors such as the candidate’s skills, qualifications, and experience. In addition, MyFitnessPal offers a wide range of comprehensive and inclusive employee benefits for this role including healthcare, parental planning, mental health benefits, annual performance bonus, a 401(k) plan and match, responsible time off, monthly wellness and technology allowances, and others.

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