Lifecycle/CRM Manager

What You'll Do

• Understand and speak to business metrics and goals that drive growth across Thimble’s broker and customer channels
• Design strategy for existing and new lifecycle channels to engage and drive performance for both potential and existing Thimble customers across the whole lifecycle
• Partner with our Product and Insurance teams to understand the product roadmap and identify all events and the appropriate communication necessary to create the best user experience possible
• Audit and optimize existing marketing lifecycle campaigns and customer segments (based on behavior, performance, demographics, and other relevant factors)
• Identify cohorts, events, build workflows, and work closely with various stakeholders to deliver messages that generate engagement
• Experiment! Work with the team to ideate, prioritize, and execute experiments within your channels at a rapid clip. Ensure best practices within testing framework, and report on outcomes and next steps
• Develop and execute a revenue-generating consumer-facing e-newsletter targeted to small business owners, driving a growing, relevant subscriber base. Collaborate on content calendar and partners/ad sponsors
• Own reporting that creates transparency for everyone, including leadership, to clearly see the impact of CRM as well as make decisions swiftly

What We're Looking For

• 5+ years in a similar position, preferably at a startup or insurance company, or in a highly regulated field
• A career and track record focused on CRM/lifecycle, ideally with experience focused on our target audience of small business owners 
• Creative and analytical mindset with a strong focus on data-driven decision making 
• Up-to-date with best practices for lifecycle/CRM tools including Iterable, Sendgrid, UserGuiding, LinkedIn, Meta Business Suite, Canva, and business data tools like Google Analytics, Omni, etc. 
• Excel skills (pivot tables, data matching, and manipulation) preferred
• Technically savvy with a demonstrated ability to learn new systems quickly 
• Intermediate knowledge of HTML 
• Strong attention to detail for QAing messages and audience selections 
• Exceptional verbal and written communication skills 

What Success Looks Like

• Increase new premium via increasing customer/broker engagement rates across email, social, and in-app channels
• Alignment of initiatives with department and company goals
• Improved KPIs include but are not limited to: 
• 1. All audiences: Opens/Open rate, Clicks/CTR, engagement, unsubscribe rate, etc. 
• 2. B2B: Portal Logins, Webinar Registrations, Activations, Policies Sold, etc. 
• 3. D2C: Web visits/traffic, clicks to quote, reactivations, expansions, etc. 

What You'll Do in 30 Days

• Onboarding: Complete company and department onboarding processes. Meet with key internal stakeholders from the following teams: Acquisition, Data and Analytics, Insurance, Customer Success and Product, as well as external stakeholders like our Iterable account executive.  
• Immersion: Dive in and understand our numbers, OKRs, customer segments, and products and customer experiences (D2C and B2B).  
• Data and Analytics Familiarization: Learn CRM systems, marketing automation tools, and reporting dashboards. Begin weekly reporting and prepare for first monthly report. 
• Customer Journey Mapping/Audit: Become familiar with existing B2B map/journeys and campaigns. Provide high-level recommendations which should include immediate, impactful insight.  
• Manage: Take the wheel and run existing journeys/campaigns including newsletters, webinar notifications, product releases, and other ad-hoc messaging. 
• Internal Collaboration: Build relationships with teams to understand customer pain points, feedback, and operational constraints. 

What You'll Do in 60 Days

• Performance Analysis: Assess campaign effectiveness through key metrics like sends, open rates, click-through rates, conversion rates, engagement KPIs and new premium.  
• Identify Growth Opportunities: Pinpoint gaps and untapped potential to drive new premium and improve KPIs. 
• Develop Lifecycle Marketing Strategy: Define strategic objectives, align strategy with company goals, outline personalized journey maps, and select marketing channels and technologies for implementation. 
• Present Recommendations: Share findings and proposed strategy with key stakeholders, obtain buy-in, and align priorities. 
• Manage: Continue to run existing journeys/campaigns as needed (newsletters, ad-hoc announcements, social media community management, etc.) 

What You'll Do in 90 Days

• Campaign Activation: Launch pilot campaigns for targeted segments across chosen channels (email, social, in-app, etc.) 
• Content Creation and Management: Develop engaging content (e.g. email campaigns, social media, etc.) tailored to each lifecycle stage. 
• Technology Integration: Tweak existing automations, data triggers, and personalized communication sequences in accordance with strategic recommendations driven from your analysis. 
• A/B Testing and Optimization: Track campaign performance, test variations, and continuously optimize messaging, offers, and timing. 
• Monetized Consumer Newsletter: Present plan – including content calendar, initial cost evaluation for advertising spots/partnerships, and methodology for acquiring new subscribers and advertisers. 
• Reporting and Measurement: Monitor key metrics, report on campaign results, and demonstrate ROI. 
• Continuous Improvement: Gather internal and external feedback, iterate on campaigns based on learnings, and refine the overall lifecycle marketing strategy.