Full Time Job

Senior Manager, Lifecycle Optimization


Miami, FL 04-01-2021
  • Paid
  • Full Time
  • Senior (5-10 years) Experience
Job Description

The Job

The Sr. Manager, Lifecycle Optimization plays an integral role in the execution of the CRM and Lifecycle HBO MAX strategy. The candidate will be responsible for the development and execution of Lifecycle programs across key growth themes such as conversion, retention, engagement, monetization, commerce and others.. The Lifecycle Optimization Manager will lead a team of strategists and analysts who will optimize and run multi-disciplinary hubs to ensure cross-department alignment around specific metrics, across multiple channels.

The candidate will be working closely with audience and planning team members to articulate company needs and represent the users' behaviors and interests as well as with other areas such as product, editorial, payments, finance, data and other marketing groups. The Lifecycle Optimization Manager will also collaborate with CRM team leaders to build, deploy, optimize and continuously iterate marketing email, push, and in-app campaigns for HBO Max. The ideal candidate will be highly data driven and motivated and will be able to participate in strategic plans while demonstrating effective hands on execution. Exhibits a strong sense of ownership.

The Daily
• Defines and implements focused strategies, tactics and business objectives for Lifecycle efforts
• Main participant in the optimization of lifecycle initiatives and KPIs with heavy focus on conversion to paid and subscriber retention
• Partners closely with other CRM and marketing leads to bring campaigns and automated programs live
• Understands and tracks user retention and other key performance metrics; works with data and analytics teams to develop reports and dashboards to track and optimize consumer behavior and campaign results
• Leads a team of strategists who develop new use cases and designs programs guided and inspired by data to maximize customers lifetime value
• Defines and standardize strategy and planning process and format, ensures KPIs tracking is captured and reported on properly, partners with other marketing leads to expand capabilities (i.e. surveys, new channels, compliance)
• Represents CRM and Lifecycle team in monthly and quarterly business reviews
• Collaborates with growth marketing areas (acquisitions, paid media, social media, customer service, publicity, partners marketing) to develop cross-channels initiatives
• Collaborates with product to enhance customer experience throughout lifecycle by designing no dead-end journeys and other on platform engagement loops
• Participates in data, events and attributes structure requirements gathering
• Identifies business growth levers, audience potential and ML driven predictions, working closely with audience and data team members

The Essentials
• 6-8 years of experience in a marketing and/or project management, business or journalism preferably in a media company and advertising agency
• Experience with video streaming or subscriptions services
• Bachelor's Degree in Business, Marketing, Digital Marketing or creative/content related field
• Experience with CRM (email) platforms and marketing performance platforms such as Braze, PostUp, Adobe
• Experience with analytics platforms platforms such as Adobe, Conviva, Amplitude, Google Analytics
• Proven experience leveraging performance and audience data to inform successful marketing campaigns
• Knowledge and strong interest in pop culture, media and entertainment (TV, music, arts.)
• Experience with project management tools such as Asana, Trello, Jira, Monday, Aha, others
• Proficient with Microsoft Suite or Google Drive Suite such Power Point / Slides, Excel / Sheets, Keynotes, others
• Experience using A/B testing to optimize and refine programs
• Must have strong written and oral communication skills - particularly within large organizations
• Fluency in Spanish or Portuguese and English is a must