Lifecycle Marketing Manager, RealDefense

• Successful track record in customer relationship management with 5yrs+ of professional experience ideally with B2C software or the broader subscription-based B2C landscape
• Proven ability to apply market and business data, and strategic thinking, to develop a retention strategy and detailed plans, and to execute those plans to deliver improvements to retention trading KPIs
• A deep understanding and interest in latest retention techniques, awareness of the unique challenges of a consumer subscription business essential
• Experience with CRM (particularly Emarsys), Paid media marketing tools (e.g. Google Ads, Microsoft Ads, Facebook), and analytics tools (Domo an advantage)
• Results-focused with extensive experience in test and learn at a customer and campaign level
• Thrives through working in cross-functional / multi-territory teams, ideally experience in an international matrix organization
• Data-centric essential

Desirable

• Develop and deliver a long-range subscriber retention strategy and detailed plans targeting priority active and churned subscriber cohorts as defined in collaboration with internal Strategy & Data Analytics partners
• Deliver and optimize core retention KPIs, both leading and lagging metrics (content reach, subscriber frequency and engagement; churn risk, churn rate, subscriber reconnects)
• Collaborate with Strategy & Data Analytics and Brand Marketing partners to fully understand and monitor subscriber behaviors, content preferences, needs and frustrations, and media consumption patterns, in order to define cohorts, build data-led personas, and develop tailored retention plans
• Drive development, implementation and iteration of new and improved methods of reaching and engaging subscribers, in collaboration with local and global Product and Product Marketing teams
• Review, test and optimize automated customer lifecycle and cancellation journeys, messaging and save tactics. Review, test and optimize personalized and content-led lifecycle communications and formats, ensuring alignment with broader Disney+ brand and title campaigns and priority content beats
• Produce regular reports and presentations monitoring subscriber retention, lifetime value, and risk; articulating strategic priorities, plans and tactics; competitor activity and retention best practice
• Build positive relationships and collaborate effectively with key stakeholders including local Finance & Strategy, Legal, Marketing, and Product teams, locally and globally