Responsibilities:
- Lead development and execution of a CRM messaging and content strategy and roadmap that will drive growth and retention for GoodRx Gold
- Leverage a multi-channel approach with an emphasis on email marketing, as well as push and in-app messaging
- Utilize data, customer insights and campaign performance to create and optimize lifecycle campaigns
- Establish a strategy to drive key marketing results across messaging channels in support business goals
- Lead and assist with the development of creative, copy and content for marketing initiatives
- Develop and manage testing calendar and communications that will ensure high testing velocity while not diminishing the user experience
- Develop segmentation and targeting strategies for marketing campaigns and lifecycle flows
- Utilize segmentation tools to develop optimal audiences
- Partner and collaborate across departments (BI, product, data) to optimize UX and conversion
- Monitor and report on key marketing metrics for campaigns and overall CRM programs
- Identify areas of opportunity to maximize engagement and retention among members
- Conduct data-driven campaign analytics and make recommendations on change to tactics or strategy as applicable
- Lead and assist with development of dashboards and ongoing reporting
- Ensure that marketing campaigns are being sent error free and implement new quality assurance processes as needed
- Monitor blacklists, unsubscribes, churn, deliverability and other related metrics to protect health of the database
- Effectively communicate with business leads, product, creative, vendors and other cross-functional teams to drive projects to completion
- Collaborate across marketing departments to implement cross channel campaigns (paid social, direct mail, etc)
- Implement new tools and features as needed to improve effectiveness of marketing channels and development of internal documentation as needed
Skills & Qualifications
- 7+ years CRM and lifecycle marketing experience
- Demonstrated experience leading CRM programs in a D2C subscription model
- Expert level knowledge with messaging automation platforms and ESPs (Braze is a plus)
- 7+ years digital marketing experience with proven hands-on experience driving growth and retention via CRM, email marketing and customer segmentation
- Push and In-App messaging experience are a plus
- Proven ability to manage and maintain strong cross-functional stakeholder relationships across multiple teams (product, BI, data, design, etc.) and an ability to coordinate timely feedback and approvals
- Strong analytical skills with proven ability to translate performance metrics into actionable insights
- Strong communication skills with an ability to communicate effectively across multiple levels of an organization
- Experience in mobile app marketing is a plus