Lifecycle & Marketing Operations Manager

Responsibilities

• Lifecycle management
• Design and optimize lifecycle strategies for prospects, new families, current families, lapsed leads, and former customers across email, SMS, and other approved channels.
• Build automated nurture, follow-up, onboarding, engagement, retention, renewal, and re-engagement journeys based on audience needs and business priorities.
• Marketing operations
• Own marketing campaign operations, including intake, audience selection, segmentation, build, quality assurance, approvals, scheduling, launch, and post-campaign analysis.
• Manage marketing automation and CRM capabilities used by Marketing, including configuration, documentation, permissions, integrations, vendor coordination, and adoption.
• Partner with Performance Media and Web & Organic Growth to maintain accurate source capture, campaign taxonomy, tracking parameters, attribution inputs, and funnel reporting.
• Work with the Technology team to ensure CRM and SFMC dataflows serve business needs and contribute to the roadmap development for new CRM functionality to unlock further segmentation and personalization.
• Salesforce Marketing Cloud management
• Establish data governance practices for segmentation, contactability, suppression, deduplication, lifecycle stages, and marketing data quality.

Requirements

• Hands-on Salesforce Marketing Cloud experience
• Five or more years of progressive lifecycle marketing, CRM, marketing automation, marketing operations experience with demonstrated hands-on experience building segmented, automated email and SMS journeys and measuring their effect on conversion, engagement, and retention.
• Analytical judgment
• Ability to work through complex channel and conversion data, identify issue and root causes, design credible tests, and explain the business implications clearly.
• Systems orientation
• Fluency with SFMC, web analytics, and testing platforms; strong interest in automation, accurate measurement, and improving workflows.
• Collaborative execution
• Ability to work effectively with lifecycle, performance media, creative, and field stakeholders. Multi-location consumer services experience and education experience are preferred.

Preferred

• Multi-location consumer services experience
• Education experience