Knowledge Base Article
Sr. Marketing Manager, Lifecycle & CRM
Mountain View, CA or Remote, USA
At Willow Innovations, Inc., our vision is to create a better world for moms. We are focused on identifying where moms need support in the motherhood journey, and building hardware- and software-based solutions around their needs.
In 2014, we created the first-ever cord-free Willow™ Wearable Breast Pump, revolutionizing the industry. Fast forward to today, we are building a portfolio of physical and digital products to solve mom's most meaningful problems and improve their lives.
Willow Innovations, Inc. sits at the unique and exciting intersection of HealthTech, FemTech, Consumer Goods, and Med Device. Our potential for scale and impact is extraordinary—we’re just getting started.
We’re looking for talented, passionate team players to help us deliver our mission and vision. If this sounds like you, we'd love to hear from you!
Willow is looking for a Senior Marketing Manager, Lifecycle & CRM who is data-driven, and customer-obsessed to focus on lifecycle marketing to unify the consumer journey and messaging across Willow’s digital touch points and to connect with both prospects and existing customers. You’ll be partnering with Marketing, App Product Management, Data Engineering, and Site Development teams to build a program that increases customer lifetime value and enhances customer experience. This is an exciting opportunity to build out a new cross channel marketing program and messaging. It requires experience building end-to-end consumer experiences and exceptional ability managing cross-functional teams. The ideal candidate strives to ensure we deliver the right message, to the right audience, at the right time, and in the right channel. This role will report to the Vice President of eCommerce, work closely with the broader Commercial leadership team and may manage contract support.
Roles and Responsibilities | What you will do
- Drive lifecycle communications strategy and messaging to engage the Willow mom across touchpoints, deepening brand relationship and driving LTV
- Collaborate with marketing partners on consumer journey and content across segmentation, journey building, content calendaring and lead acquisition.
- Drive tangible business results in the form of revenue and LTV across lifecycle touchpoints for our Direct to Consumer and channel business
- Identify, test and scale use cases, segmentation and marketing strategies aimed at increasing traffic, conversion, revenue, loyalty and LTV
- Partner with creative and content teams to lead strategy for lifecycle channel communications (via email marketing, in-app marketing, etc.) aligned to the overall marketing needs. Develop detailed briefs for creative and corresponding technical specs for development teams (if needed) to meet execution expectations.
- Define what full-spectrum success looks like with real data, taking into account user experience, KPIs, and how to measure progress holistically post-delivery and for ongoing performance optimizations to deliver LTV
- Act as a bridge between the technical, marketing and customer service teams to ensure the lifecycle marketing campaigns are practical and meet the needs of the business as it grows and changes
- Evaluate and launch an SMS program and maximize the full investment of our Customer Engagement Platform, Braze
- Partner with part-time resources providing day to day guidance on email strategy and execution, driving improvements in audience segmentation, content, calendaring, and frequency based on data & insights
About you | Who you are:
- You are an entrepreneurial self starter who thrives in environments where you get to wear a lot of different hats
- You are deeply rooted in Customer Engagement Platforms, CRMs or ESPs and specifically Braze.
- You love building projects from the ground up and seeing them through to execution. A player-coach mindset with a thirst for balancing vision/strategy with the desire to roll up your sleeves,
Experience | What you bring:
- 5+ years owning a email marketing and/or in-app marketing calendar from conception to execution at a high growth technology company and / or digital-first, B2C or ecommerce brand
- Experience working with a Customer Engagement Platform, ideally Braze or similar platform such as Iterable or Klavyio, and delivering triggered campaigns and messages
- Strong analytical background with demonstrated experience and understanding of retention, lifecycle and loyalty programs. Experience with testing methodology and driving results through analytics
- Deep understanding of user segmentation, customer journeys, and lifetime value
- Communication & Teamwork: You are an excellent communicator and are extremely proactive. You are enthusiastic to learn, and a natural problem solver who works well in a team-oriented, collaborative, fast-paced environment
- You are deeply passionate for what we do at Willow - bringing joy to motherhood. You energize and motivate others around you.
Bay Area, Seattle Area : $115,000 - $185,000
All Other US Locations : $96,000 - $154,000
All Other US Locations : $96,000 - $154,000
Published 2 years ago
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