Senior Marketing Manager, Activation & Renewal Growth (R-11728) (Remote)

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Why We Work at Dun & Bradstreet
Dun & Bradstreet unlocks the power of data through analytics, creating a better tomorrow. Each day, we are finding new ways to strengthen our award-winning culture and accelerate creativity, innovation and growth. Our 6,000+ global team members are passionate about what we do. We are dedicated to helping clients turn uncertainty into confidence, risk into opportunity and potential into prosperity. Bold and diverse thinkers are always welcome. Come join us!

Team Overview:
We are seeking an engagement and retention focused marketing manager to lead the development of a customer lifecycle program that activates and accelerates revenue for our small business products. You will be part of an Integrated Marketing team which is responsible for the development and execution of the audience marketing strategy.
 
The Role:
The Senior Marketing Manager, Activation & Renewal Growth is responsible for the end-to-end execution and optimization of campaigns and programs to convert, retain, and grow our small business customer base. This role will work collaboratively with peers in the Growth Marketing and Digital Experiences team, as well as those in the Data, Sales, Development, and Technology teams to ensure our retention and engagement programs meet the business and marketing objectives. Candidates should have experience leading large-scale digital marketing strategies, email marketing, developing agile marketing initiatives, analyzing performance and optimizing accordingly. This role reports to Director, SMB Marketing.

Responsibilities

  • Develop and implement holistic lifecycle communication strategies across paid, earned, and owned channels to grow customer activation, retention, and engagement; and improve LTV and average monthly spend
  • Create the vision for SMB activation and retention strategy for both online and telesales to achieve the set revenue goals
  • Define and own retention goals, objectives, KPIs, budget and revenue forecasts
  • Drive the vision for lifecycle and retention efforts that engage users and deliver business growth across audiences
  • Work with Analytics, Operations, Product, Finance, Engineering, Support, other Marketing and Sales teams teams to create programs that retain customers with the purpose of increasing lifetime value, driving revenue and increasing engagement
  • Lead the evolution of our marketing capabilities by identifying opportunities to scale through technological innovation
  • Retention, engagement, and upsell/cross-sell campaign tactics design and execution
  • Leverage Email, Direct Mail, in-product and online notifications for onboarding, activation and customer communication
  • Rules and management for marketing automation for activation & retention efforts
  • Building of Bloomreach segments to support tactics such as email, Retargeting through custom lists (paid media), etc.
  • Identify growth opportunities in the marketing funnel
  • Articulate actionable recommendations that drive business impact
  • Proactively identify roadblocks and suggest alternative solutions, making convincing arguments to inform business decisions
  • Budget Management
  • Drive activation and retention marketing to be a key and low cost channel for acquisition and retention
  • Holistic budget management for programs supported by this role, ensuring spend aligns to allocated budget
  • Allocate and manage marketing budgets across channels (Facebook, Google Ads, LinkedIn, etc.) and develop structured campaigns to achieve ROAS and CPA targets, while growing top line
  • Frequent and clear communication to our partners in Finance and Accounting as part of monthly budget cycles
  • Agency & Vendor Management
  • Preparing briefing materials for external creative, content, direct mail fulfillment and email vendor/ agency support; upon delivery of recommendations from external agencies, vetting the plans and socializing internally for review/approval
  • Ensure our external partners are receiving the information they need from us to best plan and execute on our behalf. Similarly, ensuring our external partners are providing consistent, frequent communication on performance and execution
  • Set direction, drive performance, and manage daily operations and relationships with agency partners/vendors. Effectively partner with them for efficient in/out-house execution, campaign auditing, data QA, and tracking
  • Campaign, Program and Tactic Optimization
  • Develop engaging customer journeys targeted at small business customers
  • Develop segmentation strategies and messaging plans through customer insight analysis, A/B testing of emails, direct mailers and landing page optimization
  • Defining clear and measurable goals for all retention and engagement campaigns, programs and tactics prior to launch
  • Collaborate effectively with teammates in marketing, creative, operations, engineering, product and partnerships to raise the bar in executing all our digital and direct marketing
  • Provide proactive and frequent recommendations on optimization of our resources based on recent results and priorities moving forward
  • Understand and be able to implement tracking requirements (GCLID, UTM, pixel placement, feeds, APIs, etc.)
  • Report on marketing performance and KPIs (CPA, ROAS, CVR, CLV, etc.) with Marketing Teams and other stakeholders on a frequent, consistent basis
  • Participating in BU Quarterly Business Reviews as necessary
  • Martech Alignment & Functional Expertise
  • Ensure understanding of the scope of Martech capabilities made available (i.e. Marketo, Lattice, etc.) and execution of campaigns with these tools

Qualifications

  • Bachelor’s degree or above in Business, Marketing, or a technical field (or equivalent), MBA a plus
  • 5+ years of experience developing & executing strategies for retention and engagement programs in B2C high growth environments
  • Growth driven mindset, strong logical thinking and analytical skills, SQL or other programming language a plus
  • Previous ownership of robust email marketing campaigns, utilizing MarTech to target and segment users
  • Ability to analyze complex issues and to develop relevant and realistic plans, programs and recommendations to solve challenges
  • Well versed in success measurements in Branding/Awareness and Direct Response, with in-depth understanding of channel-specific campaign management and optimization practices
  • You have an entrepreneurial spirit and crave a high-growth, fast-paced environment where you can innovate and help build a disruptive business
  • Experience working with in-house dev and site/conversion optimization teams
  • Experience with segmentation and targeting (CRM), acquisition and retention (LTV), pricing and revenue (RPU), conversion reporting and analytics (KPI), and customer data platforms (CDP)
  • Experience with customer marketing, upsell, and cross-sell initiatives

FOR US APPLICANTS - Equal Employment Opportunity (EEO): Dun & Bradstreet is an Equal Opportunity Employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, creed, sex, age, national origin, citizenship status, disability status, sexual orientation, gender identity or expression, pregnancy, genetic information, protected military and veteran status, ancestry, marital status, medical condition (cancer and genetic characteristics) or any other characteristic protected by law. View the EEO is the Law poster here and its supplement here. View the pay transparency policy here.

We are committed to Equal Employment Opportunity and providing reasonable accommodations to qualified candidates and employees. If you are interested in applying for employment with Dun & Bradstreet and need special assistance or an accommodation to use our website or to apply for a position, please send an e-mail with your request to [email protected]. Determination on requests for reasonable accommodation are made on a case-by-case basis.

More Information on Dun & Bradstreet
Dun & Bradstreet operates in the Analytics industry. The company is located in Short Hills, NJ, Center Valley, PA and New York, NY. Dun & Bradstreet was founded in 2022. It has 5353 total employees. It offers perks and benefits such as Flexible Spending Account (FSA), Disability Insurance, Dental Benefits, Vision Benefits, Health Insurance Benefits and Life Insurance. To see all 106 open jobs at Dun & Bradstreet, click here.
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