Senior Lifecycle Marketing Manager

To be considered for the Senior Lifecycle Marketing Manager role at Float, you will need over 5 years of experience in lifecycle marketing and a strong background in B2B SaaS or fintech products. Proficiency in creating multi-channel campaigns, familiarity with marketing automation platforms, and a solid grasp of customer journey tools are essential. Importantly, a data-driven mindset and a customer-centric approach will enable you to impact business growth effectively.

A typical day for a Senior Lifecycle Marketing Manager at Float involves collaborating with cross-functional teams to design multi-channel strategies for onboarding and product adoption. You will launch and analyze A/B tests, review campaign performance metrics, and adjust strategies accordingly. You'll also develop engaging content for customer communications while advocating for customer feedback and insights to ensure Float’s lifecycle strategies align with real customer needs.

The Senior Lifecycle Marketing Manager is pivotal in shaping customer journeys and experience at Float. By optimizing post-acquisition strategies, driving user engagement, and focusing on metrics like retention and product adoption, this role directly influences customer success. Your experiments and campaigns will not only help improve results but also contribute to Float’s mission of empowering Canadian businesses with innovative financial solutions.

At Float, the work environment is dynamic and collaborative, ideal for those who thrive in less structured settings. Flexibility is key; you’ll enjoy a culture that fosters ownership and autonomy, enabling you to make significant impacts on our growth. The team is built on feedback and open communication, making it a fantastic place for innovators who embrace change and seek to contribute actively to a vibrant workplace.

As a Senior Lifecycle Marketing Manager at Float, you'll design the post-acquisition journey for small business customers, manage multi-channel campaigns, and develop engaging content. You will be responsible for monitoring key metrics like user activation and retention, executing A/B tests, and collaborating across teams to align lifecycle initiatives with customer needs. Your insights will drive strategies that enhance customer experiences and foster continued growth.

Absolutely! Float is committed to fostering a growth-oriented culture where employees can take initiative and develop their careers. As a Senior Lifecycle Marketing Manager, you’ll be working alongside industry leaders and have many opportunities to learn, experiment, and scale marketing programs. The entrepreneurial spirit at Float encourages you to take ownership of your projects, paving the way for personal and professional growth.

Float's fast-growing, innovative environment, combined with its focus on customer experience and teamwork, makes it a fantastic place for a Senior Lifecycle Marketing Manager. With competitive compensation, flexible work hours, and an emphasis on work-life balance, Float champions the well-being of its employees. You’ll also collaborate with a passionate team and enjoy the satisfaction of building a leading financial platform for Canadian businesses.

When approaching the design of a post-acquisition customer journey, it’s important to start by mapping out the ideal pathway that your customers take after they begin using your product. This includes identifying key stages such as onboarding, activation, and ongoing engagement. Utilize customer data and feedback to pinpoint pain points and create targeted strategies that address their needs effectively. Additionally, leveraging A/B tests can provide insights into what works best in enhancing their experience.

When asked about a successful multi-channel campaign, highlight your specific objective and how you engaged customers across various platforms, such as email, social media, and in-app notifications. Discuss the targeted messaging you crafted, the metrics you monitored, and the final results. Emphasize the lessons learned and how you iterated on the campaign based on performance insights, showcasing your analytical mindset and adaptability.

To measure lifecycle marketing metrics, I rely on data analytics and customer journey tools like HubSpot and Metabase. Key strategies include establishing benchmarks for metrics like user activation rates, engagement scores, and retention rates. Regularly analyzing this data helps identify trends and areas for improvement, allowing for informed decision-making to optimize future campaigns effectively.

Prioritizing tasks effectively requires a keen understanding of both urgency and impact. I evaluate each campaign's objectives and deadlines while considering customer needs and business goals. Implementing project management tools can help track progress and allocate resources efficiently. I ensure continuous communication with team members to regroup and address challenges, thus keeping the campaigns on track.

Customer feedback is crucial to shaping effective marketing strategies. It provides valuable insights into customer preferences, pain points, and expectations. I use surveys, interviews, and feedback tools to gather information, which informs our content creation, campaign designs, and message personalization. Leveraging this feedback ensures that our lifecycle strategies remain aligned with customer needs and maximize engagement.

Balancing strategic planning with tactical execution is essential for successful marketing management. I typically start by creating a high-level strategy aligned with business objectives, then break it down into actionable tasks to ensure detailed execution. Regularly reviewing progress against strategic goals allows for adjustments and ensures that tactical efforts remain focused and relevant to our overarching marketing vision.

In lifecycle marketing, I consider several metrics critical for measuring success, including user activation rates, churn rates, and customer lifetime value. These metrics provide insights into how well users are engaging with the product and how effective our strategies are in retaining customers. Furthermore, metrics like time-to-first-value are pivotal, as they highlight the speed at which customers realize the benefits of our offerings.

To ensure effective collaboration across teams, I prioritize open communication and schedule regular cross-functional meetings to discuss ongoing lifecycle marketing initiatives. Building a shared understanding of goals and aligning on strategies ensures that everyone is on the same page. Involving key stakeholders early in the process and encouraging feedback fosters a culture of teamwork and accountability across the organization.

To increase customer retention, I focus on creating personalized experiences that continually engage users. Implementing regular check-ins, education efforts through webinars, and tailored follow-up communications helps build a strong relationship with customers. Additionally, leveraging data insights to identify at-risk users allows for proactive outreach and targeted campaigns that address their unique concerns, effectively enhancing retention rates.

In a previous role, I faced a challenge with low activation rates among new users. To address this, I conducted a thorough analysis to understand user behavior during the onboarding phase. I identified friction points and implemented a revised onboarding flow with clear instructions and engaging content. Additionally, A/B testing different messaging strategies allowed us to discover the most effective approach, leading to a significant increase in user activation rates post-implementation.