Senior Manager, Customer Marketing

Description

• Lifecycle Strategy & Customer Growth
• Own and evolve the lifecycle marketing strategy across onboarding, engagement, revenue expansion, and retention.
• Develop initiatives that increase customer lifetime value (LTV), reduce churn, and improve engagement across the customer journey.
• Identify friction points and opportunities within the customer lifecycle and translate insights into scalable marketing programs.
• Align lifecycle strategy with broader company objectives and RMR growth targets.
• Campaign Strategy, Execution & Optimization
• Lead end-to-end management of customer marketing campaigns across email, direct mail, in-app, portal, and emerging channels.
• Design and execute data-driven, test-and-learn programs leveraging segmentation, personalization, and performance analytics.
• Establish clear KPIs and reporting frameworks; translate performance results into actionable recommendations.
• Continuously optimize programs based on data, customer behavior, and business impact.
• Revenue & Retention Programs
• Partner with cross-functional teams to drive:
• Upsell and cross-sell initiatives (e.g., add-ons, premium services)
• Move-related retention strategies
• Churn prevention and extension programs
• Subscription add-on programs (e.g., Brinks Home Plus or similar offerings)
• Monitor disconnect trends and proactively recommend interventions to protect revenue.
• Cross-Functional Leadership
• Serve as the lifecycle marketing point of view in cross-functional forums.
• Partner closely with Customer Experience, Product, Operations, BI, and Finance to align promotions, targeting logic, offer strategy, and service considerations.
• Proactively surface risks, dependencies, and trade-offs.
• Drive alignment and influence decision-making without formal authority.
• Executive Communication & Strategic Influence
• Clearly articulate business problems, recommendations, and expected impact in leadership meetings.
• Lead structured, outcome-driven meetings with defined objectives and next steps.
• Communicate complex initiatives succinctly and confidently to executive stakeholders.
• Move beyond reporting data to providing insights and direction.
• People Leadership & Team Development
• Lead, coach, and develop a high-performing customer marketing team.
• Set clear expectations and hold team members accountable for outcomes and quality.
• Delegate effectively while maintaining visibility into priorities and execution.
• Build processes that enable scale and reduce rework.

• Lifecycle strategy is proactive, not reactive.
• Campaigns launch on time, are well targeted, and require minimal rework.
• Customer marketing is viewed as a strategic partner, not just an execution team.
• Revenue and retention initiatives are measurable, optimized, and continuously improving.
• Team members operate with clear ownership and accountability.
• Senior leadership receives clear recommendations — not just updates.

• 6–10+ years of experience in lifecycle marketing, retention marketing, CRM, or customer marketing within a subscription or recurring revenue (RMR) business model.
• Proven track record of driving revenue growth, upsell performance, and retention improvements at scale.
• Experience owning and executing end-to-end lifecycle campaigns, including strategy, segmentation, testing, optimization, and performance reporting.
• Experience leading and developing team members, including setting expectations, delegating effectively, and driving accountability for outcomes.
• Strong analytical and data-driven mindset with the ability to translate performance insights into clear, actionable strategic recommendations.
• Demonstrated success working cross-functionally in complex, multi-stakeholder environments (Customer Experience, Product, Operations, BI, Finance).
• Excellent written and verbal communication skills with strong executive presence and the ability to influence senior stakeholders.
• Hands-on experience with marketing automation platforms such as Salesforce Marketing Cloud, Braze, OfferFit, or similar tools.
• Experience designing and implementing A/B testing frameworks and personalization strategies across lifecycle campaigns.
• Experience integrating direct mail into digital lifecycle programs, including segmentation, targeting, and performance measurement.
• Experience driving subscription upsell, cross-sell, and retention models in recurring revenue businesses.
• Experience operating in PE-backed, high-growth, performance-driven environments with strong accountability to financial targets.
• Strong strategic thinking and business acumen with the ability to connect marketing initiatives to company performance.
• Customer-centric mindset with focus on lifetime value, engagement, and retention.
• Strong prioritization and data-informed decision-making skills.
• High ownership and accountability for results.
• Collaborative leadership style with the ability to influence without direct authority.