Lifecycle Marketing Specialist

at  Riva

As we enhance our global expansion efforts and go-to-market strategy, Riva is looking for an enthusiastic Lifecycle Marketing Specialist to join our high performing Marketing team.

WHAT WILL YOU BE DOING?

Reporting to our Vice President of Marketing, the Lifecycle Marketing Specialist is responsible for maximizing revenue performance across Riva’s lifecycle marketing programs. In this role, you will build a Lifecycle Marketing program that serves the acquisition, expansion, and partner funnels, to ensure that prospects and customers are receiving the messaging and resources they need to be successful with Riva. You will be designing, implementing, and optimizing email workflows across all segments and stages of the funnel, leveraging marketing automation techniques, user data, and creative content.
With specific focus on account-based marketing, you will be expected to increase growth through data, segmentation, product expansion, and creative testing. If you have a passion for funnel analytics and compelling content, are naturally curious about what factors drive B2B buyer behavior and use that curiosity to develop new tests and insights that delight users and promote growth, you will be a great fit for this high-impact role.

MORE SPECIFICALLY, YOUR RESPONSIBILITIES WILL INCLUDE:

• Drive lifecycle programs from inception through delivery to generate pipeline and awareness?in North America and globally
• Working with the Demand Generation Manager, set and implement the strategy across all areas of lifecycle marketing (email, push, SMS, in-app, direct mail, etc)
• Take calculated risks, continuously experiment, iterate, and deliver with urgency
• Be extremely data driven and an expert at reporting on full-funnel KPIs (working with the Demand Generation and Revenue Operations teams)
• Leverage marketing automation to develop and launch nurture programs that drive improvements across key conversion metrics in the funnel and pipeline
• Define and deliver email marketing automation campaigns to support each stage of the user journey including email drips, trigger-based communications, nurture sequences, and ad-hoc bursts
• Align and collaborate cross-functionally across marketing and organization-wide to create and maintain a cohesive strategy and support
• Warm up prospects from various conversion points (content, events, trials, demos, etc) to drive product adoption and sales conversations
• Partner with Marketing Operations to ensure a healthy marketing database and ensure the lifecycle program has the data it requires to be successful
• In partnership with Content Marketing, write content to support lifecycle strategies, including email content and in-app placements
• Adhere to email best practices, including compliance, design (browser rendering), and cadence
• Identify areas of opportunity within the customer journey and create an experimentation plan to improve key conversion metrics
• Work closely with the data to analyze, report and optimize lifecycle performance, making data-driven decisions to enhance the program
• Analysis and reporting across all lifecycle results and program metrics as required
• Be passionate and curious around B2B SaaS email best practices to consistently bring new ideas to the table
• Run tactics touching all aspects of the buyer/customer journey, including acquisition, upsell, cross-sell, loyalty, advocacy, and renewal to drive revenue growth
• Develop and drive lead generation and nurturing strategy, generating qualified leads and pipeline opportunities
• Proactively research new technologies as applicable to improve program performance
• Document processes and standards for lifecycle marketing strategies and tactics
• Additional duties and projects as assigned