CRM Marketing Manager

4 weeks ago

London, Greater London, United Kingdom abrdn Full time

About the Role

At abrdn, we're seeking a skilled CRM Marketing Manager to empower our retail investors with informed investment decisions. This high-impact role will be on the frontline of our subscriber engagement strategy, building out our CRM capability to convert, engage, and retain users across our subscriber lifecycle.

Key Responsibilities

  • Develop and lead the strategy for end-to-end user and subscriber acquisition, engagement, and retention
  • Manage the end-to-end process for lifecycle communication across all channels - email, push, in-app - from brief to execution and post-campaign analysis
  • Create our audience segmentation strategy, define our subscriber segments, and build reporting for free and premium subscribers
  • Own the lifecycle communications for Finimize Premium subscribers
  • Identify organic and manufactured triggers and design strategies that leverage triggers to drive habituation, engagement, and retention
  • Create programs for subscriber on-boarding, lifecycle management, and winback initiatives
  • Analyse campaign and channel performance and use insights to identify opportunities to increase engagement and conversion rates at all stages of our subscriber's lifecycle journey
  • Manage experimentation agenda continuously improve performance across all CRM channels
  • Own the CRM campaign calendar
  • Deliver consistent and innovative user experiences across our channels that enables us to personalise our user journeys
  • Partner with Product and Engineering to identify and build features that will support your CRM strategy
  • Create and share weekly and monthly performance reports
  • Respond to subscriber inquiries, resolving requests and improving subscriber satisfaction
  • Monitoring and responding to customer reviews across App Store, Google Play, TrustPilot, and more

Requirements

  • Experience building CRM programs from scratch
  • Strong track record of executing successful cross-channel lifecycle comms that improves activation, engagement, and retention
  • Technical aptitude with a creative eye. You are as adept at the technical intricacies of CRM systems and marketing ops as you are with creative design and messaging in your comms
  • You are customer-centric, and have a deep understanding of customer segmentation
  • You have a bias for action and thrive in ambiguity
  • End-to-end planning, development, and execution of large-scale cross-channel lifecycle campaigns
  • Deep expertise with customer engagement platforms (Sailthru, Iterable, Braze, et al)
  • Experience delivering automation & personalisation strategies
  • Analytical - excited by and proficient at numerical marketing, a love for data
  • Obsession with your craft, down to the smallest detail

What We Offer

We have an environment where you can learn, get involved, and be supported. When you join us, your reward will be one of the best around, including 40 days annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare, and a range of flexible benefits including gym discounts, season ticket loans, and access to an employee discount site amongst many others.

About Our Culture

We are committed to exploring the possibilities of working smarter. This means we'd like to hear from you, whatever way you like to work. We have a long-term commitment to building inclusive workplaces; we value diversity in our workforce and welcome enquiries from everyone. If you need assistance or a reasonable adjustment due to a disability, please let us know as part of your application and we will assist.

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