Lifecycle Marketing Manager, Top Hat
Interactive software for higher education
Be an early applicant
Interactive software for higher education
201-500 employees
Be an early applicant
201-500 employees
Company mission
To empower educators to engage students and unleash their potential.
Role
Who you are
- Well-versed in marketing automation tools, namely Salesforce Marketing Cloud
- Exceptional impact and ROI tracking skills, with the ability to prove what is—or isn’t—working
- Minimum 3 years of experience in marketing automation, lifecycle marketing or customer marketing experience. Candidates with 5 years of experience are preferred
- Strong copywriting skills and the ability to adapt messaging to buyer stage and persona
- Familiar with relational databases, and data extraction/ingestion to be used for personalization in campaigns
- A technical understanding of front-end development languages (HTML, CSS)
- Experience with A/B testing and optimization, including iterative content testing
- Experience with SQL is a plus!
What the job involves
- Top Hat is seeking a Lifecycle Marketing Manager to elevate our customer and marketing automation strategy
- This role offers the chance to develop your ideal lifecycle marketing playbook, and design, implement, measure, and refine programs and tactics that advance Top Hat’s mission of empowering educators to engage students and unlock their potential
- Develop and implement programs that span the entire customer lifecycle, from acquisition to retention, ensuring engagement at every stage of the funnel
- Utilize marketing automation tools to design and execute advanced nurture programs personalized to various customer segments and lifecycle stages
- Employ a multi-channel strategy, including email, in-app messages, and other platforms, to execute targeted messages, programs, and campaigns
- Analyze and report on the effectiveness of our lifecycle marketing efforts and campaigns, providing actionable insights and recommendations to enhance business impact
- Serve as a subject matter expert for lifecycle marketing within the company, collaborating closely with our product, revenue and customer success teams
- Aid with optimizing our marketing automation technology for performance and efficiency, ensuring it is effectively utilized by team members in their daily tasks
- Manage multiple concurrent programs and priorities, coordinating with a team of cross-functional stakeholders to ensure alignment and successful execution
Our take
Top Hat is at the apex of two major trends in education: the digitisation of platforms for content and the rising costs of higher education for students. By digitising work largely created by professors, Top Hat has delivered engaging content at lower cost for students across Canada and North America.
Where traditional publishers rely on analogue processes to provide high-quality but largely unengaging, uninteractive and expensive textbooks, Top Hat markets the platform to professors to publish their own interactive multimedia online textbooks. This gives them a cut and builds a holistic student experience on top.
The product has now had so much success that Top Hat’s strategy has evolved to include buying those conventional publishers of postsecondary course materials. This means the company can shift those quality materials into digitally distributed versions and make them available on a subscription basis.
Steph
Company Specialist at Welcome to the Jungle
Insights
12% employee growth in 12 months
Company
Funding (last 2 of 8 rounds)
Feb 2021
$130m
SERIES E
Feb 2020
$55m
SERIES D
Total funding: $234.9m
Company benefits
- Professional learning and development for all role levels
- The latest and greatest technology to do your job
- An awesome and welcoming Toronto HQ
- Competitive benefits and health/lifestyle spending accounts
- A management team focused on performance, growth, engagement and connection
- Employee-led, exec sponsored employee resource groups
Company HQ
Downtown Toronto, Toronto, ON
Leadership
Maggie (Moylan) Leen
(CEO & CMO)Formerly VP of Marketing and Communications, Medical and Healthcare at Adtalem Global Education. Also spent 14 years at Pearson and 2 years at Community Advocates.
Salary benchmarks
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