Palo Alto, California
Head of Lifecycle Marketing
Next Insurance is a fast growing 200-person startup based in Silicon Valley and is led by a team of experienced entrepreneurs with a history of successful outcomes. Our mission is to transform insurance for small businesses by combining world class technology and phenomenal customer service to offer better insurance at a lower price. Next has raised over $380 million from top tier investors and is the valley’s latest unicorn, valued at over $1billion.
We are seeking our first ever Lifecycle Marketing leader to manage a team and drive our vision forward. Next is well positioned to become the leader in the $140 billion small business insurance market because we offer a 100% online experience that is tailored to unique business needs and we get customers insured in minutes - something no one else does.
Despite the size of the market, the experience of buying small business insurance has not caught up with best practices instituted in other industries like banking, lending, and even personal lines insurance. There is still a lot of paper involved, purchasing a policy can take days or even weeks, and the coverage is so complex that it’s hard for entrepreneurs to understand what they are buying. We're here to change that. Our goal is to make insurance simple, affordable, and transparent for small businesses so they can stop worrying about insurance and focus on running their businesses.
About This Role
The Head of Lifecycle Marketing is responsible for optimizing the end-to-end customer journey and increasing overall LTV through deep customer understanding, robust experimentation, savvy technical implementation and focused execution. This includes nurturing prospects from lead through conversion, increasing customer engagement and cross sell, maximizing retention and driving advocacy. This person will build and own a team, deliver against revenue goals, and establish an experimentation strategy that drives better conversion throughout the funnel. This role reports to the CMO.
You are an experienced leader who is driven to define, own, and optimize the customer journey. You have a rare mix of customer empathy and technical depth to establish an understanding of the customer journey and activate against it with the right tools and tests. You will leverage your technical skills in defining the technology needs and driving vendor selection, developing the strategy to engage customers at the right time, and moving the needle where it matters most. You will rely on your natural gut with consumers to understand how the journey of small business owner evolves and where Next can best engage with them as they grow. You are interested in understanding what makes customers tick and are comfortable partnering on the creative that breaks through with them. In addition to working cross functionally within the Marketing org, you’ll partner with Engineering, Product, Analytics, Customer Success, and our leadership team. Success in this role means significantly improving conversion rates, reducing churn, increasing cross sell and maximizing LTV.
Build and lead the lifecycle team to increase conversion and LTV through tactics like email marketing, direct mail, notifications, cross sell, retention, and advocacy
Partner with research and analytics to become the expert on the SMB customer journey including path to purchase, triggers for cross sell, opportunities for value add, education, and loyalty
Define lifecycle technology needs and drive the vendor selection for the new CRM
Oversee the team to manage email marketing throughout all stages of the marketing funnel. Test to optimize triggers, sequencing and messaging.
Work with the performance marketing team to develop nurture campaigns for non-converted leads, cross sell for new products and win-back for churned customers
Be an expert on the customer throughout the organization and educate through documentation, insights, and presentation to drive cross-company learning
Work across marketing, product, operations, BI, and support to identify gaps and growth opportunities and increase yield on acquired leads
Establish the experimentation strategy across all lifecycle channels and drive the team to execute
Desired Skills and Experience:
8+ years experience in lifecycle and/or growth marketing
Experience working closely with creative and engineering teams
Demonstrated ability to recruit, develop, and lead high-performing teams
Proven track record of driving growth and increasing LTV through full funnel strategies and experimentation, including A/B and MVT testing
Experience with email marketing tools and strategies, including designing and executing nurture email campaigns and experiments that improve lead conversion
Ability to deeply understand and segment consumers through consumer insights, data and interviews. Demonstrated ability to map the customer journey and develop strategies against it
Intuitive ability to evaluate creative and deliver conversion-focused copy. Experience writing for email and web a plus
Basic technical skills for modifying HTML emails and comfort with analytics tools
Demonstrated ability to take calculated risks backed up with data
Passion for optimization and full of growth ideas to test
Self-driven with a bias toward ownership and action
Ability to break down complex problems into actionable steps
Strong communication skills with the ability to influence across the organization
Motivated by our mission to help entrepreneurs thrive across everything we do