Lifecycle Marketing Lead - Lead Nurture - Xero

Job Title: Lifecycle Marketing Lead - Lead Nurture
Job Location: Melbourne, AU
Job Listing URL: https://jobs.lever.co/xero/4542412e-1798-45b0-9faf-8c87470904da
Job Description: 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

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