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Head of Lifecycle Marketing and Automation

1 month ago

Melbourne, Australia Cbus Full time

Head of Lifecycle Marketing and Automation

**About Cbus**

Created by workers, for workers, Cbus Super is one of Australia's most successful Superannuation funds. For almost four decades we've proudly represented those who help shape Australia, hard-working individuals who deserve to make the most of their retirement, no matter the industry. As an award-winning fund we've been recognised for the benefits provided to our members and our innovative investment approach. All while staying committed to our member first ethos as a proud Industry Fund.

**About the role**

In your role as the Head of Lifecycle Marketing & Automation you will lead the development and execution of member and employer journey-led and trigger-based retention strategies at Cbus, through data-led lifecycle marketing and communications. You will be part of the Brand and Marketing leadership team, reporting to the Group Head of Brand and Marketing.
You will play a key role in contributing to the Fund's targets for retaining members and employers for both the Cbus Super and Media Super brands with best practice lifecycle programs, personalisation, and automation.

The role is also responsible for the delivery of end-to-end member marketing automation communications and the ongoing optimization of the marketing technology (MarTech) capability roadmap to support the automation of key member journeys and personalization to drive member and employer retention for Cbus and an optimal, consistent experience across channel touch-points.

One of your key goals will be to continually optimize the delivery of member and employer campaigns with effectiveness, by adopting a data-led, member-first approach, to ensure members and employers are engaged, satisfied, feeling valued and therefore remain loyal to Cbus at every life stage and key moments of truth.

**Key Responsibilities**
As the Head of Lifecycle Marketing & Automation, your key responsibilities will include:

- Leading the development and execution of the campaign and communications plan to support members from onboarding through to retirement with timely, relevant messaging across owned and paid digital channels where relevant.
- Leading the planning, development and implementation of member and employer communications to support annual regulated obligations such as statements, remediation-based communications and supporting projects as required.
- Leading the development of segmented campaign strategies for key journeys to drive retention and optimisation of member and employers, using 'next best action' principles.
- Striving for continuous improvement by monitoring, analysing and reporting on member retention performance and drivers, to inform actions, working collaboratively across Cbus.
- Retaining and optimising Employers with targeted marketing communications programs.
- Leading the management and ongoing optimisation of Marketing Automation capability and strategic roadmaps for Cbus, working collaboratively with relevant internal and external stakeholders to deliver effective and efficient personalisation and automation initiatives.
- Leading the business analysis for our marketing technology (MarTech) stack by overseeing the gathering and documenting of business requirements, design, testing and implementation of new projects, collaborating with relevant operational and technology teams.

**About You**
- You will have extensive experience in member /customer life-cycle and retention marketing within a highly regulated business environment. Superannuation Industry experience would be highly regarded.
- You will have strong experience and knowledge of Marketing Technology and Automation, with experience working with Adobe and Salesforce CRM desirable.
- You possess a solid understanding of digital analytics and campaign reporting, principles and methods for using digital channels to engage with members/customers through messaging that leads to behavioural change.
- You will have extensive experience with using data and insights to develop a deep understanding of customer /member to inform decision making.
- You have well-developed people leadership skills, from extensive experience building, managing and leading diverse teams with a high-performance and member /customer-first mindset.
- You operate with vision, purpose and a curious, growth mindset that sees the possibilities where others may not be able to, inspiring a different way of thinking across your team, peers and stakeholders.
- You have a solid understanding of contemporary member /customer marketing and lifecycle marketing principles coupled with an ability to think laterally and innovatively.
- Experience with presenting to executive level stakeholders and Board in an effective, impactful way, building trust and confidence with your audience through the ability to tell a cohesive story.
- This is a senior leadership role, and you will be responsible for inspiring a dedicated team of retention marketing and automation pr