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Lifecycle Marketing Manager

Top Hat

Top Hat

Marketing & Communications
Toronto, ON, Canada
Posted on Tuesday, May 14, 2024
Top Hat's dynamic courseware empowers educators and students by delivering personalized, meaningful and equitable learning in every course. Providing educators with interactive course content, tools, assessment capabilities, and insights in a single, easy-to-use application.
Millions of students at 750 leading North American colleges and universities use Top Hat to teach and engage with students before, during, and after class in both in-person and online education. Are you ready to help us change the future of higher ed and deliver equitable education for millions of students?
Top Hat is seeking a Lifecycle Marketing Manager to elevate our customer and marketing automation strategy. This role offers the chance to develop your ideal lifecycle marketing playbook and design, implement, measure, and refine programs and tactics that advance Top Hat’s mission of empowering educators to engage students and unlock their potential.

You Will:

  • Develop and implement programs that span the entire customer lifecycle, from acquisition to retention, ensuring engagement at every stage of the funnel.
  • Utilize marketing automation tools to design and execute advanced nurture programs tailored to various customer segments and lifecycle stages.
  • Employ a multi-channel strategy, including email, in-app messages, and other platforms to execute targeted messages, programs, and campaigns.
  • Analyze and report on the effectiveness of our lifecycle marketing efforts and campaigns, providing actionable insights and recommendations to enhance business impact.
  • Serve as a subject matter expert for Lifecycle Marketing within the company, collaborating closely with our Product, Revenue and Customer Success teams.
  • Aid with ensuring our marketing automation technology is optimized for performance and efficiency while making sure it is effectively utilized by team members in their daily tasks.

About You:

  • Well-versed in marketing automation tools, namely Salesforce Marketing Cloud.
  • Exceptional impact and ROI tracking skills, with the ability to prove what is –or isn’t– working.
  • Minimum 3 years of experience in marketing automation, lifecycle marketing or customer marketing experience. Candidates with 5 years of experience are preferred.
  • Strong copywriting skills and the ability to adapt messaging to buyer stage and persona.
  • Familiar with relational databases, and data extraction/ingestion to be used for personalization in campaigns.
  • A technical understanding of front-end development languages (HTML, CSS).
  • Experience with A/B testing and optimization, including iterative content testing.
  • Experience with SQL is a plus!