- Sector: Marketing
- Expiry Date: 25 June 2021
- Job Ref: J3532
About the role:
The Head of Customer Success Marketing will be responsible for marketing activity and campaigns directed at existing customers, specifically designed to drive retention, install based value-added services, customer loyalty, advocacy, growth and community participation. This new role in Marketing will set the strategy for multiple communication programmes, events and lead generation. With the aim improving customer retention and advocacy by driving successful product onboarding and adoption, including the positioning and lead generation in support of Professional Services revenue goals.
This role will work closely with key stakeholders in Customer Success, Professional Services, Marketing, Customer Data and Product Marketing to understand and shape our customer journeys and segmentation. The success of this role is the measure of our customer’s experience as we support them on a long and fruitful relationship with our company. KPIs will be defined around NPS, churn rates and Services revenue attribution.
This is a new role and will suit someone with the experience and drive to lead this part of our fast-growing business, and who can continually evolve and improve this function and its impact.
Strategy: Understand and evolve the end-to-end customer journey to identify and ease pain points, optimising moments of delight to increase customer satisfaction and build loyalty and retention. Create a roadmap for loyalty and engagement, based on marketing analytics, customer pain-points/feedback. Lead marketing campaigns that drive interest and desire for professional services and products
Professional Services Marketing: Define the direction and strategy for Professional Services marketing to our installed customer base including overall Services positioning, activities to support Services self-gen lead generation, positioning and campaigns to position Success Plans, Flightpath, and the customer community
On-boarding: Develop and coordinate a customer communication strategy focused on empowering the customer to maximise their product value and fully onboard Access software
Adoption: Develop a multi-faceted strategy to drive adoption and loyalty using customer segmentation according to persona, engagement level, product type and relationship journey
Leadership: Balance big-picture thinking whilst executing the plan and coaching and empowering a small and newly formed marketing team. Continuously seek to innovate and create an environment where new ideas and initiatives are generated and implemented
Performance Management: Create metrics-driven budget planning, execution, and continuous ROI analysis. Regular reporting at a senior management level and monthly board level.
Customer Insight: Analyse data and processes, working closely with peer groups across the customer lifecycle to update and improve onboarding experiences and completion, support customer retention, reduce churn and support maximum LTV. Understand and have experience of using telemetry analysis to create and evolve customer journey maps and communications to drive engagement
Communications: Design and lead the in-life customer contact strategy, ensuring we have effective and timely communications that drive customer engagement, loyalty and LTV. Create a segmented program of omnichannel, customer engagement lifecycle campaigns and nudges based on data insights.
Customer Segmentation: Work closely with the Data team to create and optimise customer segmentation (persona, engagement level, product type and relationship journey), engagement and propensity scoring and leverage this to create effective personalised messaging strategies.
Stakeholder Management: Liaise with key stakeholders across Customer Success, Marketing and Product Marketing in the development of customer communication programmes promoting new product launches, additional features or pricing changes.
As an experienced Head of Customer Success Marketing your skills and experiences will include:
Experience in a senior, strategic role in a SaaS technology organisation with a specific focus on customer engagement, growth marketing and retention
Strong experience in CRM, lifecycle marketing and loyalty programme planning including customer segmentation, personalisation and ‘test and learn’ approaches
Hugely customer-focused with a passion for great customer journeys and for quality of execution
Experience in defining marketing strategies for Services based value propositions
Strong cross-functional project management skills including working with digital products and product teams to improve the customer experience
Have a good grasp of the digital marketing landscape and different technologies that can be used to achieve customer engagement
Robust understanding of customer engagement, onboarding, adoption, retention and LTV drivers
Demonstrated self-starter with an ability to manage and motivate staff
Experience managing the strategy, roadmap and go-to-market development of SaaS solutions
Strong team player, ability to work in cross-functional teams with marketing, product, customer success and support.