Lifecycle Marketing Director

📋 Description

• • This is a pivotal, senior-level role designed to revolutionize and modernize an agency's email marketing function, impacting both client accounts and internal business development efforts.
• • The core mission is to transform an existing, tactically focused Mailchimp infrastructure into a strategically driven, high-performance lifecycle marketing engine.
• • You will be instrumental in auditing, upgrading, and leading the entire email marketing ecosystem, with a significant emphasis on enhancing deliverability, refining analytics, improving attribution models, and ultimately driving measurable revenue growth.
• • The role requires a strategic visionary who can not only identify areas for improvement but also architect and implement solutions that elevate the agency's email capabilities to industry-leading standards.
• • A substantial portion of your focus, approximately 80%, will be dedicated to spearheading B2C client lifecycle and remarketing programs, particularly within education-focused sectors.
• • The remaining 20% will be allocated to driving internal agency lead generation and supporting business development initiatives through sophisticated email campaigns.
• • A key responsibility involves conducting a comprehensive audit of the current email infrastructure, encompassing workflows, segmentation strategies, automation processes, analytics capabilities, and deliverability rates.
• • Based on this audit, you will recommend and champion upgrades to the Email Service Provider (ESP) platform, lifecycle program structures, segmentation methodologies, and reporting systems.
• • You will collaborate closely with internal IT and system administrators to ensure the seamless technical execution of these recommended improvements, though the direct technical implementation will be handled by the IT department.
• • A primary objective is to lead and optimize warm-list lifecycle marketing for B2C clients, developing robust nurture, remarketing, reactivation, and conversion-focused programs.
• • You will be tasked with significantly improving the performance of opt-in lists generated from PPC, display, and other digital marketing campaigns.
• • The role demands a direct-response, performance-driven mindset to drive tangible revenue growth through well-structured and data-informed email strategies.
• • Internally, you will partner with the business development team to bolster agency lead generation efforts.
• • This includes developing and executing targeted email campaigns aimed at prospective clients and leads generated from conferences and other outreach activities.
• • You will also work to strengthen the agency’s own email acquisition and remarketing strategies, enhancing its ability to attract and convert new business.
• • A critical component of this role is the upgrade of existing rudimentary tracking mechanisms into sophisticated, actionable reporting frameworks.
• • This involves enhancing visibility into key metrics such as open rates, inbox deliverability, conversion rates, and revenue attribution.
• • Close collaboration with CRM and IT teams will be essential to ensure the integrity of tracking data and to provide clear visibility into the Return on Investment (ROI) of email marketing efforts.
• • You will foster strong cross-departmental collaboration, working hand-in-hand with Client Services to co-develop client email strategies and content calendars.
• • Partnerships with PPC, social media, UX/UI, and IT teams are crucial to ensure cohesive campaign integration and a unified customer experience.
• • Your ability to translate overarching business objectives into practical, effective email strategies will be paramount.
• • You will report directly to the agency head, providing insights and strategic direction for this vital channel.
• • Ensuring optimal deliverability and compliance is a non-negotiable aspect of the role.
• • This includes partnering with system administrators to configure and maintain DNS authentication records (SPF, DKIM, DMARC).
• • You will actively audit and work to improve inbox placement rates, minimizing the chances of emails landing in spam folders.
• • Strict adherence to CAN-SPAM, TCPA, and other relevant email marketing regulations is required, with a primary focus on compliant warm-list marketing practices.
• • While not directly managing a creative team, you will be responsible for developing structured email templates and providing strategic direction for copy.
• • Collaboration with internal copywriters and creative leadership will be necessary for refining messaging and ensuring brand consistency.
• • The goal is to elevate the creative structure of emails to enhance user engagement, conversion rates, and overall campaign performance.
• • Success in this role will be measured by the successful auditing and upgrading of current email processes to meet industry-leading standards.
• • The implementation of advanced warm and cold email frameworks that demonstrably drive revenue growth is a key performance indicator.
• • Consistently exceeding industry benchmarks for deliverability and performance metrics by a significant margin (2–3x) is expected.
• • Email marketing will be recognized both internally and by clients as a primary, top-tier revenue-generating channel.
• • The successful candidate will also be responsible for implementing training and best practices across the agency's 40+ person team, fostering a culture of email marketing excellence.
• • This position offers an unparalleled opportunity to take complete ownership of a high-impact marketing channel and transform it into a strategic revenue engine for the agency.
• • You will have the chance to work directly with senior leadership, collaborate across diverse departments, and actively shape best practices for both client-facing and internal initiatives.
• • The role provides significant influence, high visibility, and the chance to establish email marketing as a core growth driver for the organization, making it an exciting prospect for a seasoned email marketing professional.