Lifecycle Marketing Strategy Senior Manager

Overview

Gerber Life Insurance Company is seeking an experienced and strategic Senior Marketing Manager of Lifecycle Marketing Strategy. In this key role, you will be responsible for driving the development of communication strategies and customer journey initiatives. The ideal candidate possesses a strong background in marketing strategy and implementation, is adept at segmenting audiences, and excels in creative development to achieve set objectives, analysis of results and tests to identify areas of improvement. You will collaborate cross-functionally to create engaging campaigns that enhance customer experiences and contribute to the overall success Gerber Life.The position will collaborate with Leadership to develop strategies, tactics and initiatives to help Gerber Life successfully develop new customer journeys with the goal of driving consumer growth.

Responsibilities

What you will do:

• Lead the development of comprehensive customer experience strategies for various customer segments throughout their lifecycle such as engagement, retention, loyalty, and advocacy.
• Utilize data-driven insights on segments and market research to inform communication strategies that resonate with target audiences.
• Collaborate with cross-functional teams to align strategies with overall business goals.
• Use various channels such as email, SMS, direct mail, and owned channels such as e-service.
• Create, map and analyze customer journeys to identify touchpoints, pain points, and opportunities for optimization.
• Design and implement effective customer journey initiatives that enhance engagement, retention, and conversion rates.
• Leverage customer insights to continuously refine and improve the effectiveness of the customer journey.
• Oversee the execution of marketing campaigns in collaboration with the Marketing operations team, ensuring timely and flawless implementation.
• Collaborate with internal teams (Creative, Audience Strategy, Analytics, Media Team) and external partners to bring communication strategies to life.
• Rigorously A/B test and analyze campaign and journey performance to ensure each message drives the desired results.
• Partner with analytics and audience team to segment customers based on relevant characteristics, behaviors, and demographics.
• Develop personalized and tailored communication approaches for each segment to maximize relevance and engagement.
• Define objectives and KPI's for each segment, aligning with overall business objectives.
• Champion messaging and creative develop through the development of creative briefs to deliver messages to core audiences working closely with creative teams to produce compelling and impactful content to drive desired objectives.
• Craft clear and persuasive messaging that resonates with target audiences and 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, bringing innovative ideas and best practices to the team.
• Performs other duties as assigned.
• Complies with all policies and standards.

Qualifications

• Bachelor's Degree Marketing, Business, or a related field - Required
• Master's Degree - Preferred
• 7-10 years of proven experience working in Marketing Strategy and Lifecycle Marketing in a leadership role, preferably in a fast-paced, data-driven environment. - Required
• Experienced in customer segmentation strategies. - Required
• Experience leading and developing a least one direct report, with director or indirect authority - Required
• 5 years of experience within Insurance or Financial Services industry - Preferred
• 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 to drive marketing success. 
• Highly organized with an adherence to deadlines and commitments 
• Familiarity with Cognos is a plus 
• Proficient in data visualization platforms such as Power BI, Tableau, etc. 
• Proficiency in Microsoft suite and Tableau/Power BI, demonstrated experience working with marketing analytics platforms, web analytics tools, and data visualization tools 
• Salesforce Marketing Cloud Marketing Certifications - Exam related Upon Hire - Preferred

Work Setting/Position Demands:

• Works in an office setting and remains in a stationary position for long periods of time while working at a desk, on a computer or with other standard office equipment, or while in meetings.
• Requires the ability to verbally communicate and exchange accurate information to customers and associates on a regular basis.
• Requires visual acuity to read and interpret a variety of correspondence, procedures, reports and forms via paper and electronic documents, visual inspection involving small defects; small parts, and/or operation of machinery (including inspection); using measurement devices continuously. Visual acuity is required to determine accuracy, neatness, and thoroughness of work assigned.
• Requires the ability to prepare written correspondence, reports and forms using prescribed formats and conforming to rules of punctuation, grammar, diction, and style on a regular basis.
• Requires the ability to apply principles of logical thinking to define problems, collect data, establish facts, and draw valid conclusions
• Performs substantial movement of wrists, hands, and fingers for continuous computer work.
• Extended hours required during peak workloads or special projects/events.

Travel Requirements:

• None

Note: Posted Hiring Salary Range

$162,000-$200,000