The Customer Journey Lead is accountable for leading the go-to-market strategies for our marketing, service and sales activities. With the goal of driving customer acquisition and retention, responsibilities include designing the end-to-end journey across channels and touch points (paid, earned and owned), evolving and iterating journey plans based on KPIs, and performing market research and in-market feedback and working closely with partners in creative, legal, marketing channel teams and agencies.
Primary responsibilities/essential functions:
Develops the ideal investor journey experience, including channel plan with knowledge of key investor segments and the KPIs that will be most critical to achieve business objectives. Works closely with product & service counterparts to achieve joint goals and inform a learning agenda for input into subsequent journeys.
Drives the development of the go-to-market strategy and ensures journey plans are digital-first, on-strategy, on-time and on-budget and leverages tactics across paid, owned and earned channels.
Using data & analytics, creates investor segmentation and identifies target strategies using demographic, behavioral and emotional attributes.
Provides expertise on digital marketing best practices, testing and optimization and drives results in planning and managing end-to-end investor campaigns.
Evolves and iterates customer journey plans via an analytical approach – driving daily use of metrics and in-market feedback to identify types of data needed, design tests, and understand/synthesize statistical analysis.
Oversees the sprint planning process including ideation, prioritization, and alignment of work to be executed during the current and future sprints. Manages disciplined test/creative brief creation for prioritized tests and overall test design.
At least 7 years experience in customer journey related roles. Financial Industry preferred
Strong understanding of customer journey mapping methodologies and conducting user testing
Exceptional knowledge of Analytics tools (Tableau, Adobe/Google Analytics, etc.)
Familiarity with Adobe Marketing solutions (Experience, Target, Audience, Campaign, etc.)
Experience with Agile Marketing practices, including using tools such as Jira and Confluence.
Demonstrates in-depth knowledge of foundational marketing topics (e.g. triggered emails, print marketing, digital marketing, etc.), channels (paid, earned and owned) and experience in advanced marketing tactics (e.g., real-time decision-making, personalization at scale, including relevant key drivers and KPIs/measurement).
Demonstrates initiative by identifying issues and recommending solutions.
Demonstrates sound judgment in resolving matters of moderate complexity.
Demonstrates effective written and oral communications skills with a diverse group of associates and senior business leaders.
Demonstrates effectiveness in leading/facilitating a variety of meetings.