Senior Director

Hybrid work

Udemy is headquartered in San Francisco with global offices in Australia, India, Ireland, Türkiye, and other US locations. Our robust hybrid work model spans San Francisco, Denver, Ankara, Dublin, Mexico City and Melbourne. This hybrid position requires two days per week in the office at the nearest hub.

About you

You’ve got goals, and you’re energetic when it comes to working toward them. You want to enter an environment that welcomes diverse experiences and broadens your own. With the right support from your team, you’re not afraid to embrace your creativity and take risks that have the potential to move the business forward.

About this role 

We are seeking a dynamic and experienced Senior Director of Lifecycle Marketing to lead our consumer and B2B lifecycle marketing team. You will collaborate closely with Marketing, Finance, Product, Data Science, and Engineering to advance the company’s strategy, identifying key growth opportunities. Your role will involve optimizing customer flows, including onboarding, retention, and expansion for D2C and retention and growth for B2B. You and your team will also optimize communications across the landscape and activate the right channels in the right countries and across the right categories. This highly visible and impactful role will drive recommendations to our executive team to make key decisions that drive our business forward.

What you’ll be doing

Strategy Development:

• Develop and execute a comprehensive lifecycle marketing strategy that aligns with the company’s overall business goals and align this with other stakeholders in marketing. 
• Identify and prioritize key customer segments and tailor marketing initiatives to meet their unique needs and preferences.

Program Management:

• Oversee the planning, execution, and optimization of all lifecycle marketing programs, including onboarding, engagement, upsell, and retention campaigns for D2C consumers and retention and loyalty for B2B admins (existing customers). 
• Collaborate with cross-functional teams (Product, Sales, Customer Success) to ensure seamless integration of marketing efforts.

Data-Driven Decision Making:

• Utilize customer data and analytics to inform marketing strategies and measure the effectiveness of campaigns.
• Continuously monitor and report on key performance indicators (KPIs) to optimize marketing efforts and drive ROI.

Team Leadership:

• Lead and mentor a team of lifecycle marketing professionals, fostering a culture of innovation, collaboration, and continuous improvement.
• Set clear goals and expectations, provide regular feedback, and support professional development.

Customer Experience:

• Ensure a consistent and positive customer experience across all touchpoints, from initial engagement to long-term loyalty. 
• Be the voice of the customer back into the team by gathering and incorporating customer feedback to refine and enhance marketing programs.

Innovation and Best Practices:

• Stay current with industry trends and best practices in lifecycle marketing.
• Implement new technologies and tools to improve the efficiency and effectiveness of marketing programs.

What you’ll have

• 10+ years experience in pricing/monetization 
• 3+ years management experience - skilled at coaching employees at all levels
• The excitement and drive to build something from scratch and keep an existing team motivated 
• Strong execution - ability to roll up your sleeves and lead high-visibility projects 
• Experience with experimental design methods (A/B testing, elasticity testing, longitudinal studies, DiD experiments, etc.)
• Developed business cases, capable of researching and sizing business opportunities
• Demonstrated success partnering with product and data science stakeholders to deliver results
• Familiarity and experience with quantitative market research techniques (Conjoint Analysis) strongly preferred

Skills:

• Strong strategic thinking and problem-solving abilities.
• Excellent leadership and team management skills.
• Proficiency in marketing automation tools and customer relationship management (CRM) systems.
• Strong analytical skills and the ability to interpret data to inform marketing decisions.
• Excellent communication and interpersonal skills.

Personal Attributes:

• Highly organized and detail-oriented.
• Ability to work in a fast-paced, dynamic environment.
• Strong collaborator with the ability to build and maintain relationships across departments.