Who We Are:
CompTIA is a leading voice and advocate for the $5 trillion global information technology ecosystem; and the estimated 75 million industry and tech professionals who design, implement, manage, and safeguard the technology that powers the world’s economy.
Through education, training, certifications, philanthropy and market research, CompTIA promotes industry growth; the development of a highly skilled workforce and a commitment to creating an environment where innovation happens, and the opportunities and benefits made possible through technology are available to all.
Scope Summary:
The Lifecycle Marketing Manager builds and leads CompTIA's consumer lifecycle marketing capability, using email, segmentation, personalization, automation, and experimentation to improve engagement and conversion across the customer journey. The role develops scalable lifecycle programs and partners with international teams to extend lifecycle marketing capabilities, best practices, and performance across markets.
Essential Duties and Responsibilities:
Build and evolve CompTIA's consumer lifecycle marketing strategy, programs, journeys, and operating practices across acquisition nurture, conversion, onboarding, engagement, retention, and re-engagement.
Develop audience segmentation, targeting, personalization strategies, triggered communications, and automated journeys based on customer behavior, interests, engagement, and lifecycle stage.
Identify and implement opportunities to deliver more personalized, relevant customer experiences using behavioral, engagement, and lifecycle data.
Serve as the marketing owner for lifecycle use cases and requirements, partnering with RevOps and Technology on platform capabilities, integrations, data needs, and enablement.
Build and manage email and lifecycle campaign calendars, workflows, audience selection, quality assurance, deployment, and post-campaign analysis.
Develop a disciplined testing and optimization program across messaging, offers, audiences, cadence, journeys, and customer experiences.
Measure lifecycle marketing performance using campaign, CRM, and web analytics data to identify opportunities to improve engagement, conversion, retention, and customer experience.
Work closely with the Demand Generation Manager to align consumer lifecycle and B2B demand generation strategies, share audience and performance insights, and identify opportunities to create a more connected customer experience across CompTIA.
Partner with Growth, Brand, Product, Content, Analytics, Technology, and other stakeholders to translate consumer growth priorities into effective lifecycle marketing programs.
Partner with international marketing teams to adapt lifecycle strategies, journeys, campaigns, and best practices to support individual market needs.
Develop repeatable lifecycle marketing frameworks, playbooks, testing practices, and learnings that can be shared across teams and markets.
Develop lifecycle communications that support key post-purchase and certification experiences, including credential and badging communications, where appropriate.
Explore emerging technologies, including AI-enabled marketing capabilities, to improve personalization, content development, testing, efficiency, and lifecycle performance.
Evaluate and recommend improvements to lifecycle processes, marketing technology, automation, and audience activation capabilities.
Key Performance Indicators:
Improve conversion and revenue contribution from consumer lifecycle marketing programs against established business targets.
Improve engagement and conversion performance of priority email campaigns and automated lifecycle journeys against established benchmarks.
Increase the adoption and effectiveness of segmented, personalized, and automated lifecycle communications across priority consumer journeys.
Additional Expectations:
Employees are expected to model CompTIA's values and reflect them in how they work and collaborate.
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