Lifecycle Marketing Manager - Michigan

Outdoor Network is looking for an experienced Lifecycle Marketing Manager with a passion for powersports to join our Partzilla / Boats.net ecommerce marketing team. This is a full-time remote position. For tax purposes, the candidate must reside full-time in Michigan, Florida OR Georgia.

The Lifecycle Marketing Manager develops and implements campaigns and processes that support email marketing, SMS and user journey strategy from lead acquisition through retention.

The ideal candidate must be equally analytical and creative. This is a B2C ecommerce email marketing and SMS marketing leadership position, with a primary focus on highly personalized broadcast marketing. You'll be the owner of end-to-end campaign processes, including customer segmentation and list growth strategy, and email / SMS campaign planning, creative, coding, QA and deployment.

A passion for motorcycles, ATVs, boating or adrenaline-fueled outdoor recreation is advantageous and welcomed, but not a requirement. The right candidate can learn everything they need to know to communicate like a seasoned enthusiast on the job.

The Lifecycle Marketing Manager must be a strategic leader and also a team player. This position reports directly to the Director of Marketing.

Key responsibilities include:

STRATEGY AND PLANNING

• Partner with marketing leaders to define a roadmap of customer segmentation, messaging, campaign management, and triggered communications across the customer lifecycle.
• Manage an email / SMS marketing content calendar for Partzilla and Boats.net that clearly identifies broadcast campaign cadence, content focus, pre-production timeline and campaign status. Lifecycle initiatives, such as acquisition pop-ups and drip campaign design/redesign should be included in this planning, as well.
• Work closely with cross-functional teams to ensure email strategy always aligns with business objectives and timelines.
• Leverage and inform our martech stack to better engage with our customers. As needed, drive efforts from evaluation to implementation to sunset/integrate third party tools.

EXECUTION

• Build email and SMS campaigns, experiments, and broadcast messages that increase engagement, acquisition, and retention, working closely with marketing leaders, UX and creative teams.
• Communicate directly to graphic designers campaign goals and products to be featured. Provide campaign assets, or direction for Creative to locate assets. Write campaign copy to be used in email headlines, body copy and button text.
• Draft subject line and preheaders that are engaging and on-brand. A/B test SL and PH options to determine best practices that are unique to our consumer base.
• Drive creative iteration pipeline based on analytic learnings.
• Code email campaigns in Iterable ESP using creative assets/slices provided to you from the Creative team.
• Ensure that all broadcast and drip emails are thoroughly QA’d and approved before deployment.
• Build and execute test plans.
• Develop multi-touch customer journey maps and nurture strategies.
  
  

MANAGE LIST GROWTH, LIST HEALTH and SEGMENTATION

• Monitor email and SMS deliverability and opt-outs across domains for all brand campaigns implemented. Develop and apply strategies to optimize deliverability, reduce opt-outs, resolve IP reputation issues, and ensure proper inbox placement.
• Utilize self-identification strategies as well as CDP data to build customer segmentation lists. Deploy dynamic, highly personalized and relevant content to different customer segments.
• Carefully leverage pop-up / interruption marketing campaigns to support new customer acquisition and loyalty / retention, always putting CX first.
• Maintain data hygiene and validation.

ANALYSIS AND OPTIMIZATION

• Analyze, develop and share insights and recommendations with stakeholders. Share key email campaign learnings weekly, presenting insights to shape strategy and foster a customer-centric mindset.
• Proactively recommend optimization opportunities to ensure high email / SMS deliverability, engagement, and conversion.
• Identify areas for targeted messaging and personalized experiences and make data-driven decisions to enhance the consumer journey and drive an increase in email / SMS gross profit.
• Generate data-driven hypotheses to improve marketing performance; design and execute A/B test; proactively recommend optimization opportunities

• Bachelor's Degree in Marketing, Communications, or related field
• 6+ years of professional non-internship marketing experience
• Highly skilled in email and SMS with hands-on experience leveraging marketing automation/CRM systems (Iterable, Attentive, or similar) to drive customer engagement
• Exceptional writing skills. Content creation experience preferred
• Strong project and time management skills
• Strong ability to identify, prioritize, and articulate highest impact initiatives and manage multiple campaigns simultaneously.
• Ability to direct projects and work as a leader, balanced with the ability to work hands-on and get things done as needed (a “leader” and a “doer”)
• Strong communication skills with a team-oriented approach
• Strong analytical skills with a data-first mindset, capable of analyzing KPIs and test results to determine effective strategies
• An interest in supercross, MX, sport bikes, ATVs, mudding, trail rides, weekends at the dunes, track days or boating is welcomed with enthusiasm

SKILLS

• High degree of proficiency with ESPs
• Fluent in HTML and able to code emails in an ESP like Iterable
• In-depth knowledge of trends and Can-SPAM, SMS/MMS best practices and regulations
• Solid understanding of and experience with customer segmentation, personalization, and lifecycle marketing strategies
• Highly skilled GA4 user with strong ability to interpret data and trends
• Working knowledge of Adobe Photoshop a plus