Lifecycle Marketing Lead

4 weeks ago

Melbourne, Australia Xero Full time

Xero is a beautiful, easy-to-use platform that helps small businesses and their accounting and bookkeeping advisors grow and thrive. 

At Xero, our purpose is to make life better for people in small business, their advisors, and communities around the world. This purpose sits at the centre of everything we do. We support our people to do the best work of their lives so that they can help small businesses succeed through better tools, information and connections. Because when they succeed they make a difference, and when millions of small businesses are making a difference, the world is a more beautiful place.

How you’ll make an impact:

As a Lifecycle Marketing Lead, you will play a crucial role in supporting Xero’s global small business lifecycle and engagement strategy to accelerate conversion, time to value and drive continuous incremental uplifts throughout our direct to small business channel.

Reporting to our Lifecycle Marketing Manager of Small Business, you will be part of a team responsible for ideating and delivering personalised, orchestrated journeys that are #beautiful, relevant and above all impactful. You’ll effectively leverage all direct marketing channels, tooling and data at your disposal for the best customer outcomes - including but not limited to, email, in-product communications, push and SMS. 

What you'll do:

    • Use a human-centered design approach to map who our users are, what they need and design communication journeys that ensure every engagement point we have adds value
    • Work collaboratively with Digital Product, Content, Regional Marketing, Digital Media, Design and Analytics specialists to deeply understand the end-to-end customer journey in order to inform your recommendations to the communications experience in your lifecycle specialisation
    • Identify and provide requirements for appropriate customer research along the lifecycle journey to ensure we have actionable insights and are tracking and solving real customer problems
    • Use Salesforce Marketing Cloud to gain insights into our customer engagement behaviour that can help inform other areas of the business
    • Drive customer lifecycle programs that are commercially aligned to business goals and strategy
    • Ideate and drive optimisation and innovation within the customer journey
    • Lead end-to-end development and execution of project initiatives, within strict timelines and sequencing, through to post-analysis and continual improvement
    • Leverage data and qualitative/quantitative customer insights to define lifecycle initiative briefs, insightful hypotheses, creative and user experience
    • Confidently analyse experiment and journey performance, tying it back to the original objectives and hypothesis, report on results and share the metrics that matter most to our stakeholders and business
    • Ensure a breadth of experiments are launched and iterated against all lifecycle marketing levers; including but not limited to, content, timing, targeting, subject line, creative
    •  Build communication journeys (eg off existing DEs or SQL), updating existing journeys and work with Marketing Automation Leads on more complex journeys that require advanced SQL
    • Building communications in SFMC (emails, SMS, push), adding personalisation within assets, using dynamic content, setting up batch sends and triggered journeys at scale

What you'll bring with you:

    • Extensive experience in email marketing and/or marketing automation platform and digital experimentation
    • Deep understanding of human-centred design, service design or design thinking 
    • Experience in Salesforce Marketing Cloud, Sales Cloud, SQL, AMPscript and Google Analytics 
    • Excellent project management skills and ability to juggle multiple projects at once
    • Self-motivation, achievement oriented, innovative thinking, with the ability to thrive in a highly dynamic work environment 
    • Ability to communicate with stakeholders the “why” for each project
    • A deep knowledge and understanding of audience data and segmentation

Fixed Term Contract: This role is a 1 Year contract role

Why Xero? 
Offering very generous paid leave to use however you’d like (plus statutory holidays), dedicated paid leave to care for your physical and mental wellbeing as well as an Employee Assistance Program to access mental health care for you and your family, health insurance, life insurance, and income protection, wellbeing and sports programmes, employee resource groups, 26 weeks of paid parental leave for primary caregivers, an Employee Share Plan, beautiful offices, flexible working, career development, and many other benefits that reflect our human value, you’ll do the best work of your life at Xero.

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