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.
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
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!