Lifecycle Marketing Manager
AAA Washington

Job Info

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Lifecycle Marketing Manager

RANKED AS ONE OF WASHINGTON'S 2024 BEST PLACES TO WORK by Puget Sound Business Journal

The American Automobile Association (AAA) has been a leader in roadside assistance, mobility advocacy, and traffic safety for nearly 120 years. AAA Washington also operates a full-service travel agency and the largest independent personal-lines insurance agency in Washington.

PRIMARY FUNCTION:
This role is responsible for strategically creating and owning the full roadmap of the members' customer journey and to accelerate and create awareness of our clubs' value propositions.

ESSENTIAL DUTIES/RESPONSIBILITIES:
• Drives growth, long term loyalty, and maintains our brand affinity.
• Owns the development of growth strategies and develops a systematic engine for lifecycle communications that drives continuous business impact across the user journey.
• Leads the design of data driven marketing campaigns while collaborating with internal cross functional partners from Analytics, Experience, CRM, Operations, and Sales and external agency partners.
• Drives improvements in communications to Members by taking a hypothesis-driven approach and constantly testing, learning, and iterating.
• Manages and elevates marketing efforts in support of our various local partnerships and national vendor partnerships.
• Collaborates with partners to create strategic quarterly and annual marketing plans in support of various promotions via omni-channels.
• Leads the development of strategic initiatives focused on excellence, including the partner enablement and co-marketing experience.
• Assists integration and leads ecosystems into the CRM platform and collaborates with internal teams on cohesive member journey campaigns.
• Performs regular performance tracking and adjustments to improve key performance indicators (KPIs).
• Partnering with email and growth product teams, executes a roadmap of experiments aimed at improving metrics across the funnel.
• Designs strategic lifecycle marketing campaigns that encourage engagement with ancillary business lines, such as sales.
• Implement lead scoring to prioritize leads based on their conversion potential and regularly engage with the content team to provide feedback on sales promotions.
• Contributes to a positive team dynamic through respectful interactions, positive contributions, and active collaboration to achieve department and organizational goals.
• Incorporates AAA's vision, mission and values in day-to-day activities and behaviors; guides and motivates others to remain committed to AAA's vision mission and values.

SUPERVISORY RESPONSIBILITIES:
• Provide direct management to Marketing Specialist.
• Responsible for developing people, improving processes, reducing costs, monitoring quality, delivering results against established objectives and ensuring a high level of service to internal and external customers.
• Manages assigned employees by recruiting, selecting, orienting, training, coaching, developing, counseling, and disciplining employees; planning, monitoring, appraising and reviewing employee job contributions; maintaining compensation resolving problems, and implementing change.

MINIMUM QUALIFICATIONS:
• Bachelor's degree in marketing, business, or related field or equivalent experience.
• 4+ years' relevant experience in lifecycle product marketing and growth marketing roles
• 3+ years' experience in supervisory or leadership role
• 2+ years' relevant experience in partnership facing marketing roles

PREFERRED QUALIFICATIONS:
• Experience in travel, insurance, or membership industries
• Previous experience with Salesforce
• B2C and B2B product marketing experience
• Experience using multiple sales channels

KNOWLEDGE, SKILLS, ABILITIES:
• Ability to use research and data analytics to inform work.
• Strong knowledge of up-to-date industry trends and digital best practices.
• Ability to communicate clearly and professionally both verbally and in writing.
• Competent Microsoft Office skills and ability to navigate the internet.
• Proficient in marketing automation technology, such as Salesforce
• Ability to use analysis to make data-driven decisions regarding growth
• Ability to innovate and drive change while pushing for continuous improvement
• Strong problem-solving skills.
• Highly effective facilitation and project management skill sets.
• Experience successfully collaborating professionally and diplomatically with diverse stakeholders.
• Ability to establish, nurture, and optimize key internal and external partnerships and influence
organizational change.

SALARY: The salary range for this role is $105,876 - $137,598 and is based on experience.

OTHER:
• Equipment used: Computer, phone, various virtual technologies and programs, other office equipment
• Travel: Rarely Travel

WORK ENVIRONMENT & PHYSICAL DEMANDS:
The physical environment is typical of a standard office space. It requires the employee to work inside for the duration of work. Must be able to remain in a stationary position, sitting for more than 50% of the time. This position will require occasionally moving about inside the office to access equipment, cabinets, etc. May work around office equipment which could be noisy, such as copiers and fax machines.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required.

DISCLAIMER:
Position/Job characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

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