Director, Lifecycle Marketing

About the Engagement Marketing Team

We’re a team of marketers that create engaging campaigns across owned channels and we work closely with cross-functional partners (Brand, Product, Sales, Engineering, and Data Science) to drive growth on both sides of Thumbtack’s marketplace. We are nimble and innovative and our team’s mission is to help customers solve their home care needs by discovering and using Thumbtack’s platform.

About the Role

As Director of Lifecycle Marketing, you are responsible for building and executing strategies that drive customer and pro adoption, engagement, and retention across Thumbtack’s products. You will lead a team to deliver an optimal communication experience with customers and pros that increase lifetime value and love of the Thumbtack brand. The ideal candidate will have deep expertise in engagement/lifecycle marketing, Martech/Marketing automation, and marketing analytics. As a strategic leader, you own the long-term vision of the program while driving short term business impact.

Responsibilities

• Lead Thumbtack’s lifecycle/CRM strategy across multiple channels including email, push, SMS, direct mail, and in-app channels to activate, engage, and drive LTV of our customers and pros
• Own KPIs and drive measurement results, improve analytical frameworks for measuring effectiveness, manage reporting and performance of all lifecycle initiatives
• Provide thought leadership and identify new opportunities for channel optimization across the customer journey, and drive cross-functional collaboration across marketing, product & engineering, data and design
• Maintain customer database health and performance by creating automation, optimization, and targeting strategies
• Influence evolution of our martech stack (marketing automation & CRM platforms) and relationship with technology platforms, vendors & agencies. Partner with Engineering and Product on vision and roadmap to build technical solutions that drive personalized and scalable communications.
• Communicate vision and results to leadership and key stakeholders, and advocate for resources needed to grow the program
• Lead, coach, and develop high-performing team (lifecycle and marketing operations) that is engaged and motivated to achieve Thumbtack's mission

What you'll need

If you don't think you meet all of the criteria below but still are interested in the job, please apply. Nobody checks every box, and we're looking for someone excited to join the team.

• 10+ years experience leading lifecycle, CRM, retention, or engagement marketing, with proven track record of delivering measurable results and real-time personalization at scale
• 4+ years of people management experience, excellent leadership skills with the confidence to lead, manage and engage team members (both direct and indirect reports)
• Customer-centric mindset with experience using customer insights (qual and quant) to inform business strategy and day-to-day decision-making
• Expert knowledge of lifecycle channel automation and marketing measurement approaches (attribution, incrementality), A/B testing strategies and test planning
• Deep experience with marketing technology (including CDPs, AI & ML applications such as Next Best Action) and ability to translate business needs into technical requirements
• A great communicator who can tell the full story at all levels within the organization, bringing all stakeholders along with them, and drive cross-functional collaboration
• Innate ability to stay in ahead of the curve on new strategies and tactics, possess a growth mindset and deep sense of ownership

Bonus points if you have

• Experience in a high growth tech company and/or two-sided marketplace app/company
• Ability to thrive in ambiguity combined with big-picture thinking and exceptional problem solving skills
• Familiarity with Iterable and other CRM technology ESPs, Marketing Automation platforms and CRM tools

Thumbtack is a virtual-first company, meaning you can live and work from any one of our approved locations across the United States, Canada or the Philippines. Learn more about our virtual-first working model here. #LI-Remote

For candidates living in San Francisco / Bay Area, New York City, or Seattle metros, the expected salary range for the role is currently $245,000 - $295,000. Actual offered salaries will vary and will be based on various factors, such as calibrated job level, qualifications, skills, competencies, and proficiency for the role.

For candidates living in all other US locations, the expected salary range for this role is currently $205,000 - $255,000. Actual offered salaries will vary and will be based on various factors, such as calibrated job level, qualifications, skills, competencies, and proficiency for the role.