Customer Lifecycle Marketing Manager | Hybrid, Bournemouth | £50k–£60k (Dependent on Experience) + Bonus

About the role

At Zest Plan we’ve built a strong community of 40,000 customers over 20 years, and a database of former customers many times that size. We’re looking for an experienced customer lifecycle marketer to turn that data into sales: bringing former customers back, keeping and growing the customers we have, and building the insight that drives every channel we use.

This is a hands-on management role in a founder-led team, with a direct link to revenue. You’ll own our CRM, our customer data and our marketing campaign programmes.

3 big priorities:

1. Direct marketing to existing and former customers: win back lapsed customers and grow renewals and upsell through targeted direct mail, email and lifecycle communications.

2. Insight and measurement: own customer segmentation, the test programme and our customer insights database, and supply the data, lists and learning behind our outbound sales campaigns.

3. Digital acquisition: own the plan and the targets for paid search and other online channels, delivered by our digital marketing specialist.

What you will own

· Direct marketing to former and existing customers including win-back + referral programmes and renewal campaigns

· Customer insight, segmentation and measurement

· Customer plan trials and testing

· Digital acquisition marketing plan including paid social, SEO, email, affiliates and partnerships,

· CRM and a single, trusted view of customer data that supports targeting, personalisation and measurement.

· Sales funnel from lead generation to conversion

· Campaign planning and brand messaging

· Leadership of lifecycle planning, reporting and management of external marketing partners

How success is measured

• Win-back: reactivation rate by recency band and cost per reactivated customer, measured against a control group.

• Existing customers: renewal rate, upsell revenue per contactable customer and customer lifetime value.

• Contact rate: the percentage of existing customers we can reach by phone or email.

• Evidence: every campaign reported against a control, with its learning recorded in the insights database.

• Digital acquisition: cost per acquisition and return on ad spend on paid search, against targets set by customer lifetime value.

What will help you be successful

• Proven experience in direct marketing to a customer database, ideally in service plan, subscription, insurance or other recurring-revenue consumer brands.

• A track record of direct mail and win-back campaigns measured with test-and-control, including reactivation of lapsed customers.

• Strong skills in segmentation, selections and campaign analysis, and experience of improving the quality and completeness of customer data.

• Experience of supporting outbound telephone campaigns with data, lists and warm-up communications.

• Strong CRM experience, including automation and lifecycle marketing.

• Experience of managing retention, renewal or upsell programmes in consumer brands.

• Experience of setting targets for, and managing, digital marketing agencies, freelancers or specialists.

• Confident with data and analytics, and a clear understanding of UK GDPR and PECR as they apply to marketing, including email, SMS, phone and TPS rules.

• Good copywriting or copy-editing judgement.

• Experience of leading sales or service teams you don’t line-manage, through plans and evidence, and of managing external partners and specialists.

Benefits

We care about our team as much as we do about our customer community. Joining Zest gives you access to:

• Flexible and hybrid working

• A focused learning and development plan, with mentoring from our Directors

• 24 days’ annual leave, plus up to 5 extra days with long service

• Performance-related bonus scheme

• Medical health cash plan and mental health support

• A Zest-designed modern office, 5 minutes’ walk from West Cliff Beach

• Zest Bites kitchen with onsite chef, subsidised meals and free refreshments, including a Pearhaus speciality coffee machine

• Zest apparel drops

• A social calendar of cultural, foodie and experiential events

Apply now

If you’re a lifecycle marketer who thrives turning customer data into sales, and you want to own a customer growth strategy in top-rated service brand, we’d love to hear from you.

Come and join the Zest place to work!