Reporting to the CRM Manager the role of a Lifecycle Specialist is to support the development, execution, and continuous refinement of multi-channel campaigns and lifecycle communications that drive activation, engagement and retention. The Lifecycle Specialist will analyse and report on campaign performance data to improve and optimise key metrics and campaigns. Additionally, this role will assist with the development and implementation of processes, procedures and documentation for efficient and effective use of key marketing-automation platforms.
Key Responsibilities:
Delivery and Execution
- Work collaboratively with business stakeholders interpreting brief requirements for delivery.
- Work collaboratively with your team to ensure delivery expectations are clear and on time for delivery.
- Manage the scheduling, building, copy, testing, and deployment of communications across the Montu Brands Lifecycle, campaigns, research and surveys.
- Manage delivery progress in workflow tool and team channels.
Marketing Automation
- Configure and launch complex, data-driven journeys exercising good judgement and strong decision-making.
- Provide technical support and recommendations on conditional logic, segmentation and topics related to Marketing Automation tools, as well as troubleshooting issues.
- Assist in maintaining our CRM and Marketing Automation tools, best practices and procedures, including data management, privacy standards and system updates.
- Work collaboratively with IT and tech teams on requirements and participate in solution designs and concepting.
CRM Strategy, Engagement and Retention
- Map journey (contact strategy) and key moments that will deliver a best-in-class experience and commercial outcomes.
- Develop the campaign framework & content journeys that will deliver customer engagement and interactions that deepen the relationship.
- Identify opportunities for segmentation, personalised communications and optimisation.
- Utilise data-driven insights to optimise customer journeys and enhance overall satisfaction.
- Utilise CANNAVERSE educational content portal and fold into lifecycle communications where appropriate.
Customer Research, Data Analysis and Reporting
- Utilise multiple data sources to generate insights and understand results.
- Utilise data to segment and target audiences effectively, personalising communications.
- Drive a test-and-learn culture and conduct ongoing A/B + multivariate testing and other optimisation techniques to enhance targeting strategies.
- Conduct customer research to understand preferences, behaviours, and sentiment.
- Analyse campaign data to identify trends and provide insights.
- Report on key performance insights and propose future improvements for review.
- Work collaboratively with data team to identify and improve CX and conversion in CRM communications.
Data governance and compliance
- Safeguard the brand through Privacy and SPAM act compliance and best practice.
- Stay up to date on legislation changes and educate stakeholders.
- Ensure CRM initiatives adhere to Therapeutic Goods Administration (TGA) and Australian Competition and Consumer Commission (ACCC) guidelines.
- Capture customer consent and personal data at key stages of the customer lifecycle that assist in profiling and personalisation execute comprehensive CRM strategies, including acquisition, lifecycle, and retention initiatives.
Objectives and Key Results (OKRs)
- Deliver on individual and set team OKR’s as determined by the business
