Job Description
We are currently looking for a Digital Marketing Manager – Lifecycle to be responsible for the strategic development and implementation of a customer lifecycle communication framework, in coordination with opportunities and insights generated via the Customer Insight team. The Digital Marketing Manager - Lifecycle is working around the framework, takes requirements from the MMC Commercial & Skywards, to develop customer relationships and increase the overall customer lifetime value through targeted an d personalised communication & experiences. He/she is responsible for developing, coordinating and delivering customer communications which are event and lifecycle based
The Digital Marketing Manager - Lifecycle defines customer lifecycle stages and sub-stages; collaboratively with Customer Insights, identifying key events and opportunities to create communications relevant for audience segments based on lifecycle stages. He/she identifies and communicates customer data requirements and consult on marketing technology to deliver best practice communications. He/she manages a team of specialists and is also responsible for vendor relationship relating to Life Cycle. This role is based out of our headquarters in Dubai and reports to the Senior Manager - Loyalty & Customer Lifecycle Marketing.
Duties and Responsibilities
Your main responsibilities in this role include the following:
Define and develop the customer Lifecycle framework segments and sub-segments in conjunction with the Customer Insights team, and identify important triggers and/or events within the framework. Ensure that all resulting customer communications have clear objectives and are in line with the Lifecycle framework methodology
Educate the wider business on the Lifecycle framework strategy and its relevance to customer communications across all marketing channels
Lead regular planning and prioritisation sessions, coordinated via the MMC, involving Skywards, Product and E-Commerce teams to ensure the communication requirements of all business units are taken into account in a collaborative manner.
Create and justify targeted global customer communications by utilising customer analysis (transactional & digital customer behaviour), provided through the wider Lifecycle or Customer Insights & Analytics team, to ensure strategic alignment with the Lifecycle framework
Manage the delivery of triggered and automated campaigns to meet the agreed and prioritised business goals and timelines defined in prioritisation sessions.
Evaluate and propose applicable marketing technology, for best fit within agreed use cases identified during prioritisation sessions, in order to meet each programme’s goals.
Identify success metrics by programme, using campaign performance measures, conversion rates and sales, customer engagement scores and retention metrics to ensure reporting is comprehensive for each programme. Identify best practice in campaign testing and guide the Lifecycle team in the evaluation and insights required from triggered campaigns to continually optimise our Lifecycle programmes.
Work with relevant stakeholders to ensure the varying success metrics drawn from multiple sources are available for reporting so that stakeholders have all the results they need to make informed decisions.
Mentor and coach wider Lifecycle team in understanding business and customer needs and ensuring these are delivered, communicating openly and confidently with the stakeholders defined above, identifying and proposing solutions to challenges, remaining up-to-speed on business and market issues in order to plan accordingly, working collaboratively in order to deliver integrated solutions to achieve business goals, and giving, receiving and acting on feedback in order to drive progress across the team.
Build strong relationships with regional cross-channel and digital marketing teams and MMCs to ensure collaboration resulting in cross-channel multi-regional lifecycle programmes
Job Requirements
Bachelor’s degree (MBA preferred) in marketing, business or economics
A minimum of 8 years’ experience in a senior marketing role with demonstrable experience in the interpretation and exploitation of customer insight to drive change and revenues
Experienced in direct marketing techniques and CRM platforms
Highly organized with outstanding project management skills
Excellent influencing skills and a proven collaborator
Must be able to manage change, taking responsibility of some existing communications yet also getting acceptance of many new campaigns and techniques
Must be customer centric and focused, pragmatic and commercially astute to manage new communications which may cut across existing, historical activities
Job Details
Company/Organization: Emirates
Employment Type: Full-time
Job Location: Dubai, United Arab Emirates