Head of Lifecycle and Engagement, Prime

1 week ago

Sydney, Australia Amzn Commercial Srvcs Pty Ltd Full time

Bachelors degree in Business, Marketing, Economics or a similar field. - 10+ years commercial experience - Strong background in marketing analytics, with a bias towards B2C Marketing and analytics - Excellent business judgment and an ability to think strategically and execute methodically. - Excellent interpersonal and communication skills - written and verbal. - Demonstrated ability to work effectively across business teams to deliver business results. - Able to generate ideas and solve problems independently. A bias for action and sense of urgency; the ability to make things happen quickly. A track record of teamwork and willingness to roll up sleeves to get the job done. - Proven analytical and quantitative skills with a passion and aptitude for analysis.

Job summary

The role’s primary responsibility is to manage the customer lifecycle framework from New to Amazon customers through to Prime, identifying key barriers, triggers and opportunities on the customer journey. S/he will define and track progress on initiatives which increase engagement of our customers, including Marketing programs (e.g. cross company events, initiatives and messaging), changes on our site experience working with partner teams, and improving mass communications messaging to drive brand consideration.

The role has ownership of the Homepage and App functions, collaborating with WW central teams on homepage design and key strategic messaging for customers in various states of engagement.

The role will primarily focus on AU business, however will also develop mechanisms and mental models to leverage learnings for new locales across Lifecycle insights, customer engagement through deals, homepage and mobile/App. The leader will enable business performance management through delivery of customer insights that forms the basis for customer experience and lifecycle measurement.

The role requires familiarity and passion with customer research, ability to derive deep customer insights from qualitative and quantitative data. Due to the size and scope of our business, the ability to influence internal teams and stakeholders is critical to success. To excel, S/he must be highly analytical, creative, and a real team player, adept in developing a detailed understanding of customer cohort profiles and understand the financial impact of long-term customer behaviour trends, influencing partner teams to impact our customer experience and influence our overall strategy and execution.

The Head of Lifecycle and Engagement will:

- Develop a deep understanding of AU business needs and opportunities
- Manage the customer lifecycle framework, consistent with global standards, identifying key customer cohorts, analyzing key metrics and behavioral insights, and developing cross company initiatives to drive engagement
- Develop a deep understanding of AU customer cohort needs and perceptions in collaboration with WW research teams, and help define specific initiatives to delight our customers
- Deploy mental models and mechanisms to ensure the AU business leverages deep customer knowledge across acquisition or engagement projects and channels
- Work with business function owners to design, develop and maintain consistent processes to ensure accurate and timely supply of market research to marketing & business stakeholders including reporting to leadership
- Track progress and or initiate projects on key Customer experience improvements to drive incremental improvement in customer engagement and satisfaction
- Develop insights into specific actions by customer cohort, shaping marketing activities (customer lifecycle, customer engagement, segmentation, and communication) by providing an understanding of the customer and thorough focused research & insights
- Contribute to Amazon AU communications strategy by setting the right priorities for AU, provide feedback on communication plans in partnership with our advertising and media team.
- Manage the Homepage and App team to deliver exceptional CX driving developing engagement initiatives for new and repeat customers. The leader will be responsible for driving overall App engagement developing key strategies and initiatives to drive App engagement and adoption.
- The leader is expected to work with country leadership, designing and implementing long term business cases including scaled investment models and implement and manage these investments.
- Develop processes, inspection mechanisms, playbooks and mental models to leverage learnings into new Emerging locales
- Contribute and input into mass advertising (TV, Radio etc) briefs and messaging with campaign managers, in order to ensure alignment with customer and business needs
- Regularly deep dive specific business issues as required, developing hypothesis through data insights
- Own the Marketing and Prime regular business review(MBR, QBR) process and planning process (3YP, OP), tracking and monitoring the customer journey through lifecycle funnel
- De

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