Lifecycle Marketing Specialist

Job Description
- Lifecycle Marketing Specialist

**This is ANZ Worldline Payment Solutions**

ANZ Worldline Payment Solutions is a joint venture between one of Europe’s leading payment technology companies, Worldline, and ANZ Banking Group.

We launched in Australia in early 2022, providing in-store and ecommerce payment solutions to around 60,000 Australian businesses. Since then, we’ve built a new modern technology platform to enable us to bring an exciting roadmap of products and solutions to our customers, as payments technology and consumer preferences evolve.

What’s it like to work with us? We bring together the spirit of a fintech with the heritage of a big four bank. And while our expertise, products and services make us a leader in payments, our people, purpose, values and culture are the core of our organisation. As an equal opportunity employer, we know our success comes from new insights, diverse points of view and the energy of every member of our growing team.

It’s an exciting time to be part of our team. Find out more about ANZ Worldline Payment Solutions here.

**The opportunity**:
At ANZ Worldline Payment Solutions, we are looking for an experienced, passionate, and results-oriented Lifecycle Marketing Specialist to join our Marketing team within the Chief Strategy, Marketing, and Communications office.

**Day-to-day responsibilities**

1. Understanding the Customer Journey
- Map the Customer Lifecycle: Identify and analyse each stage of the customer journey—from awareness and consideration to purchase, retention, and advocacy.
- Segment the Audience: Use data-driven insights to categorise customers based on behavior, demographics, and purchasing patterns.

2. Developing Targeted Campaigns
- Personalise Messaging: Craft tailored content and offers for specific segments at various lifecycle stages to enhance relevance and engagement.

3. Driving Customer Engagement
- Lead Nurturing: Deploy targeted communications to guide prospects through the funnel with valuable and relevant content.
- Re-Engagement Initiatives: Launch campaigns aimed at reactivating dormant users or reducing churn among at-risk customers.

4. Leveraging Data and Insights
- Monitor Campaign Metrics: Track performance indicators like open rates, click-throughs, conversions, and retention to evaluate success.
- Analyse Customer Behavior: Gain deeper understanding of preferences and behaviors to inform smarter marketing decisions.

5. Fostering Collaboration
- Cross-Functional Alignment: Work closely with sales, product, and customer support teams to ensure cohesive messaging and a seamless customer experience.
- Create Feedback Loops: Implement systems to capture and act on customer feedback to refine marketing strategies continuously.

6. Utilising Automation & Technology
- Marketing Automation: Employ tools to streamline campaign management, trigger timely messages, and enhance customer interactions.
- CRM Management: Leverage Customer Relationship Management systems to centralize and utilise customer data effectively.

7. Optimizing Performance
- A/B Testing & Iteration: Test various strategies, creatives, and channels to discover what works best, and refine based on results.
- Maximise ROI: Allocate budget based on data-driven insights to optimise performance and return on investment.

8. Strategic Growth Planning
- Develop Long-Term Strategies: Align lifecycle marketing efforts with broader business objectives and evolving market dynamics.
- Promote Customer Advocacy: Launch programs that encourage loyal customers to become brand advocates, supporting referrals and loyalty initiatives.

**What we are looking for**:

- Over 5 years' experience in digital marketing, customer experience, and customer-centric roles.
- Minimum 3 years of proven success in developing and delivering effective lifecycle marketing strategies.
- Solid experience in B2B customer experience, ideally within global organisations or marketing agencies.
- At least 5 years' experience in stakeholder engagement and communication within complex, matrixed environments.
- Digital & Technical Expertise:

- Proficient in digital marketing platforms such as Google Analytics, Google Ads, Facebook Ads Manager, and SEO tools.
- Hands-on experience with web and marketing platforms including Adobe Experience Manager, Pardot, and Salesforce Marketing Cloud.
- Experience in designing and optimizing customer experience funnels.
- Skilled in social media community management and engagement strategies.
- Soft Skills & Mindset:

- Consultative mindset—focused on uncovering opportunities and solutions rather than accepting roadblocks.
- A collaborative team player with a proven ability to work across geographies, departments, and external partners.
- Strong relationship-building capabilities within a matrixed organisation.
- Highly resourceful self-starter with a track record of navigating complexity and ambiguity.
- Strong attention to detail, creative problem-solving