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Customer Lifecycle Marketing Lead

The Subscription Growth team works to drive increased subscription conversion and retention across the full suite of Surfline/Wavetrak brands, including Surfline, Magicseaweed, FishTrack, and Buoyweather. We partner with all aspects of the company, including content marketing, product, and editorial teams to get the right message to the right audience at the right time, with a laser focus on optimizing each step of the customer lifecycle journey to drive subscription. As the Customer Lifecycle Lead, you will develop, test, execute and iterate on direct customer communication across marketing channels, including but not limited to email, push, social, and on-product with the goal of acquiring, engaging and retaining subscribers.

Our culture is one where we pursue achievement with humility and never lose touch with our roots. All candidates must keep our core values of being passionate, humble, human, focused and growth-minded at the forefront of their minds. This position will report to Surfline’s Subscription Growth Manager and work out of our beachfront headquarters in Huntington Beach, CA.

What You'll Do:

  • Manage a customer lifecycle strategy to drive product usage, subscription, retention, and advocacy, e.g. automated onboarding programs for new customers and behavior-based training programs for customers with low product usage or at-risk behavior profiles
  • Drive end-to-end execution of email campaigns, including creating the experimental framework, launching the campaign, and analyzing results
  • Maintain the performance and health of the email channel with regard to audience segmentation, content, images, send times, list hygiene, and deliverability
  • Create and manage the customer segmentation strategy in collaboration with our data analytics team to develop personalized customer journeys
  • Utilize analytics to test strategies and maximize results. Define success metrics & develop dashboards in conjunction with our data analytics team
  • Identify requirements for unified communication strategy, maximizing impact from various channels (in-app, email, SMS, social, etc.) and collaborate with product, customer support, and content marketing to develop and roll out such strategy
  • Create and own advocacy by identifying and recruiting brand promoters throughout lifecycle
  • Create and market testimonial and educational materials

What We're Looking For:

  • 3+ years of customer or retention marketing experience
  • Strong ability to build email content using HTML and CSS
  • Proficiency with Customer.io, Vero and Segment
  • Strong lifecycle marketing experience and skills necessary to drive entire strategy for multiple customer segments
  • Proven track record of developing and implementing rigorous experiments (A/B and multivariate tests)
  • Excellent quantitative skills; experience in developing dashboards, ad-hoc analysis and visualization tools and/or SQL preferred
  • Highly self-motivated, self-starter able to work independently
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