Overview
We are seeking a skilled Customer Lifecycle Marketing Manager to join a leading Adobe implant team within a prominent sports and fan-engagement organization. In this role, you will be responsible for managing the end-to-end fan lifecycle, utilizing Adobe Journey Optimizer and Adobe Experience Platform to transform anonymous fans into engaged participants. You will collaborate closely with the Digital Marketing team, ensuring that fan journeys are strategically designed, implemented, and optimized, while also providing insights that enhance client understanding of their audience.
Responsibilities
- Define lifecycle stages, triggers, entry and exit criteria, and frequency and suppression rules.
- Design and launch various customer journeys such as welcome, onboarding, engagement, and re-engagement campaigns.
- Write clear journey specifications and collaborate with Adobe Professional Services and technology partners.
- Build progressive profiling and preference-capture journeys while adhering to GDPR and PECR regulations.
- Manage the content plan for each journey, including briefing and approving copy and imagery.
- Set up KPI frameworks and dashboards to track performance, including A/B testing initiatives.
- Coordinate efforts across Marketing, Content, Data, Product and Technology teams, providing regular updates to senior stakeholders.
- Create playbooks and training materials to empower the client’s team for ongoing program management.
Requirements
- Minimum of 5 years' experience in lifecycle marketing, CRM, and customer journey management.
- Strong hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform is essential.
- Proven ability to define KPIs and create effective tracking plans to derive actionable insights from data.
- Experience translating marketing objectives into detailed specifications for technical teams.
- Solid understanding of consent and data protection regulations (GDPR, PECR).
- Excellent judgment regarding copy and content selection.
- Strong influencing skills with experience engaging senior stakeholders and partners.
- Desirable: Background in sports, media, or fan engagement; experience with A/B testing tools like Optimizely; experience with localised or multilingual marketing programs.