Lifecycle Marketing Lead/Manager

Marketing Bangalore, India


Description

Position at Enphase Energy

MISSION AND SCOPE  

 

WHY THE ROLE EXISTS  

 

The Lifecycle Marketing Manager will play a strategic role in owning the development of the Enphase customer journey – for  existing and for new home-owners, defining landmarks along the way, and executing programs that drive deeper engagement  to increase retention and increase revenue per home-owner.  

 

SUMMARY

 

Reporting into the Growth Marketing team, the Lifecycle Marketing Manager will be responsible for the strategy and execution of customer lifecycle marketing campaigns. This role will collaborate closely with the brand, creative, product, data and digital teams to drive customer satisfaction, referrals, retention and lifetime value via email and marketing automations. The Lifecycle Marketing Manager will establish baseline performance of current emails and automations and build multi-channel campaigns to drive improved conversion rates via creative, personalisation, offers, and A/B testing.

The Lifecycle Marketing Manager will own data segmentation of prospects and current homeowners, will extract actionable insights from the data that will be used to improve our offering and communications for each segment.  

 

CORE COMPETENCIES

  • Marketing Automation on SFMC
  • Customer Relationship Management (CRM)
  • Performance Reporting and Analytics

 

WHAT YOU’LL BE DOING

 

  • Develop lifecycle marketing strategies in coordination with Marketing, Digital BU, ISR and Sales teams.  
  • Act as owner of customer journey, help develop the journey map, gain team alignment with Marketing, Product, Sales & ISR  teams.  
  • Become the system expert on the marketing email platform (SFMC) and automations.
  • Continually seek and recommend improvements to all our email automations and mobile strategy to meet and exceed targets.
  • Understand how revenue and KPI targets related to the email channel can be influenced through testing and enhancing email activities.
  • Gain a deep understanding of Enphase’s databases and reporting. Identity data and insights-based opportunities for email conversion rate optimization. Action approved recommendations.
  • Establish baseline performance reporting and trending. Optimize campaigns through A/B testing to improve open rate, click through and conversion to meet business goals
  • Lead and deploy new campaigns, enhance workflows and improve the homeowner experience.
  • Manage lifecycle marketing projects, from copy and design briefing through execution.
  • Develop reporting on monthly lifecycle marketing performance
  • Maintain in-depth knowledge of current email, CRM and push marketing best practices.
  • Build a repository of competitor email automations and activities. Stay abreast of key industry changes.

QUALIFICATIONS AND EXPERIENCE  

 

 

Success in this role requires a passion for marketing, eagerness to try and learn new things, and a customer-first mindset when approaching projects.  

 

Knowledge of tech stacks and marketing automation tools (SFMC/SFDC/GA), ground-up experience in building and rolling out automation tools.  

Salesforce certification is a bonus.

 

 

Knowledge of best practices around effective messaging, funnel optimization, deliverability, customer segmentation, reporting, analysis, and testing strategies.  

 

3-5 years in a lifecycle marketing environment, preferably in the tech/telecom/energy/start-up space.  

 

Track record of successful collaboration with Product, and Sales teams on projects/initiatives that drive acquisition, revenue, and retention. Exposure to CLV and upgrade/upsell marketing a bonus.  

 

Experience working with business partners on marketing initiatives a bonus.  

 

Demonstrable experience planning and executing programs particularly adoption, cross-sell, and up-sell via email

 

Ownership, willing to take on complex projects and own them from start to finish.  

 

Exceptional writing, communication, and speaking skills.