Overview
The Adobe Lifecycle Marketing Manager will play a pivotal role within a high-profile Adobe implant team, focusing on crafting and optimizing the end-to-end fan lifecycle for a leading global sports and fan-engagement organization. This position involves defining lifecycle stages, designing customer journeys, and collaborating with various internal teams to enhance engagement and understanding of fans. The contractor will work closely with the Digital Marketing team to implement strategies that transform anonymous fans into highly engaged participants, ensuring all marketing efforts are backed by data-driven insights and clear performance metrics.
Responsibilities
- Define lifecycle stages, triggers, entry and exit criteria, and frequency and suppression rules.
- Design and launch various marketing journeys including welcome and onboarding, registration, and re-engagement campaigns.
- Write comprehensive journey specifications for implementation by Adobe Professional Services and internal teams.
- Build journeys focused on progressive profiling and preference capture while ensuring compliance with GDPR and PECR.
- Develop and manage the content plan for each journey, including approving copy and imagery.
- Set up KPI frameworks, dashboards, and A/B testing to measure success and optimize campaigns.
- Coordinate with Marketing, Content, Data, Product, and Technology teams while reporting to senior stakeholders.
- Create playbooks and training materials to empower the client’s team for future program management.
Requirements
- Minimum of 5 years of experience in lifecycle marketing, CRM, and customer journey management.
- Proven track record in strategy development, execution, and optimization of marketing journeys.
- Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform (Real-Time CDP) is preferred.
- Strong analytical and measurement skills, including defining KPIs and tracking plans.
- In-depth knowledge of consent and data protection regulations (GDPR, PECR).
- Ability to influence senior stakeholders and manage cross-functional initiatives effectively.
- Experience with A/B testing tools such as Optimizely and a background in sport or media is a plus.