VP Of Retention Marketing

Greendot California , MD 20619

Posted 2 months ago

It's fun to work in a company where people truly BELIEVE in what they're doing!

We're committed to bringing passion and customer focus to the business.

POSITION TYPE:

Regular

JOB DESCRIPTION:

This is a remote position

Green Dot is looking for a dynamic and experienced Senior Director or VP of Customer Relationship marketing (CRM)/Retention Marketing. In this role, you will have responsibility for the company's CRM, Lifecycle and overall retention efforts with a key focus on evolving our existing, manual, approaches to scalable & data-centric approaches that create a more engaging customer experience and improve customer retention rates meaningfully.

Build upon our existing practices and insights, with a view towards what Green Dot's customer marketing execution & toolset will need to look like at 3-5x our current scale. You will help us get better at using analytics to make decisions, and using data to drive segmentation, promotions strategy and customer adoption and usage of features. Move us towards a more scalable marketing toolset (including CRM, CDP, segmentation engine, algo-driven merchandising, Etc.) and develop a platform vision that you can build towards in partnership with Product & Engineering for the next 3+ years. You will take over an existing, effective, campaign & lifecycle marketing team. While you lean on science, you know where science isn't enough, and a little bit of art is necessary to create a customer experience that drives real love & loyalty.

Your Role & Impact

  • Deliver against and help set business goals (revenue, profit, LTV, AOV, frequency, feature adoption)

  • Develop a rigorous, analytics-enabled, testing framework to drive real improvement in retention rates and customer engagement

  • Expand upon our existing segmentation approach, and refine our existing frameworks for how to deploy promotions in a way that balances engagement & profitability

  • Deepen value of SFMC by working with leadership to prioritize and optimize data to unlock value of personalization and engagement

  • Prove the value of multi-channel communications (email, on-site, app, push, SMS, paid remarketing), and build a continuous customer experience across channels with a customer profile at the core

  • Oversee deployment of all Lifecycle communications for customers, including crisis communications working with PR team

  • Provide insights, recommendations and best practices for partners to improve and optimize engagement and retention; Present findings in partner meetings/QBR's to optimize partners marketing efforts

  • Develop a marketing platform vision and incrementally prove/build/scale it over time in partnership with Product & Engineering

  • Support both existing and new business lines simultaneously

  • Build processes that ensure brand consistency in all of our customer communications while remaining flexible and nimble

  • Provide mentorship and guidance to existing team members, while evolving the team's practices and expanding the team's capabilities

About You

  • You have 12+ years of experience in B2C Marketing, with at least 3+ years in a leadership role managing a complex and multi-hundred million dollar/year customer marketing practice

  • You are an expert in CRM, lifecycle marketing and CRM analytics (possibly including financial services, experience)

  • You are extremely knowledgeable of Sales Force Marketing Cloud

  • You are extremely customer-centric, and have a track record of staying close to the customer (both via qual & quant methods) through complexity and scale increases

  • You hire and develop highly competent leaders (and teams), and have a track record of aligning and influencing cross-functional stakeholders

  • You have worked closely with analytics and data science teams, and have enough battle scars to know what investments will drive step-changes vs incremental improvement

  • You have managed through significant Marketing Automation evolution, including ESP changes and implementing personalization/recommendation tools, but have a healthy skepticism of over-investing in automation/technology for incremental gains

  • You have operated at several different company maturity stages, and thrive in a fast-paced & dynamic environment.

  • You actively get in the weeds with your team to drive high-impact work and routinely dive into the data yourself to better understand customer behavior

Nice To Haves

  • You have managed a broad array of customer engagement channels: email, site, app, push, SMS, in-box and paid remarketing

  • You have experience blending content, community/UGC features and commerce to drive customer engagement and loyalty

  • You have experience with a FinTech brand

  • You have led cross-functional teams including product managers, designers, data scientists and marketers to launch new programs (e.g. loyalty, membership, Etc.)

If you like wild growth and working with happy, enthusiastic over-achievers, you'll enjoy your career with us!

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VP Of Retention Marketing

Greendot