Lifecycle Marketing Specialist

Description:

Do you try to solve every problem with a whiteboard and boxes and arrows? Do you dream about user journeys? Do you have a copiously-updated swipe file of great email content?

If the answer is ‘YES’ to all of the above, we need to talk.

We’re looking for a lifecycle and email marketing specialist to manage campaigns to engage users and grow revenue. This person should have extensive knowledge of marketing automation, email marketing, referrals, and other media, and be able to employ it to drive revenue from customers. They should be confident developing creative email and lifecycle campaigns to match different steps of the user journey. They should also be a self-starter who is comfortable working in a fast-paced startup, and be willing to take on new challenges to help the company continue to grow rapidly. Lastly, they should have a solid understanding of analytics and tracking to allow for continual optimization of campaigns.

Your mission (if you choose to accept it): use marketing automation, promotions, and other initiatives to grow the lifetime value of each Hotel Engine customer. Craft new campaigns, optimize existing marketing automation flows, and explore new media like push notifications to retain, engage, and drive repeat business from our customers. Align marketing automation stack and list/data management to best practices. Approach every project as an opportunity to learn and raise the bar.

Sound exciting? Let’s talk.

Essential Functions:

• Manage marketing automation campaigns to deliver a responsive, intuitive customer journey to every Hotel Engine customer
• Improve data structure / sync processes & understand supporting data management rules to make sure all data stores reflect accurate customer info
• Implement list management initiatives to align to best practices for GDPR, as well as allow for easy list management and segmentation
• Develop complex, triggered Marketing Automation flows to drive results
• Liaise and communicate technical requirements to engineering
• Coordinate overlaps with transactional emails
• Measure, analyze, and report on email marketing and marketing automation campaigns
• Regularly ideate and deliver compelling promotional campaigns
• Continually split-test email components. Always be testing
• Write email copy that delivers (in conjunction with the content marketing team)
• Develop and manage referral program to effectively drive new business from existing customers
• Leverage auto-responders to deliver requested content and convince and convert
• Develop other techniques to increase customer engagement and drive revenue via various media (push notifications, SMS, live chat, etc)

Competency:

• Clear knowledge and understanding of marketing automation best practices.
• Experience with various CRM & marketing automation platforms, including Salesforce, Pardot, and/or ExactTarget
• Understanding of best practices for implementing list management for complex audiences
• Able to visualize marketing funnel and identify desired actions and motivations at each funnel stage
• Balances creativity with analytical rigor
• Skillful use of split-testing to drive continual improvement
• Understand basic HTML and responsive email design
• Able to make an effective business case to support proposed projects
• Excellent communicator, both within and outside the organization
• Driven to succeed and never stop learning

Required Education & Experience:

• BS/BA Degree in Marketing/Business (or equivalent work experience)
• 3+ years total professional experience; at least 3 years of managing email and marketing automation campaigns
• Experience in a rapidly-growing, fast-paced startup is a plus

Additional Eligibility / Qualifications:

• Pardot experience (certification a plus)
• ExactTarget experience (certification a plus)
• Salesforce experience
• Google Analytics certification or experience

Supervisory Responsibilities

• None

Travel

• Less than 5% expected