The job
As a lifecycle manager focused on driving subscriptions, your role is to oversee the entire customer journey, from activation to winback. You would be responsible for developing strategies to entice subscribers to join our premium tiers, engage them throughout their subscription period, and ultimately retain them as long-term customers.
This involves analysing customer data to understand behaviour patterns, creating targeted communication campaigns, optimising the onboarding process, and implementing retention initiatives such as loyalty programs or personalised offers. The aim is to achieve sustainable growth in subscriptions, enhance the worth of the customer base, and optimise the long-term value of subscribers by ensuring a positive and smooth experience throughout their entire journey.
Your Experience
Must have:
- 5+ years of experience in a Growth Marketing or push-focused CRM role;
- 2+ years of demonstrably strong Lifecycle Marketing & win back experience;
- Proven experience in the subscription-based business model with a result-oriented mindset;
- Focus on driving measurable growth and revenue;
- Expert with in-app, mobile and email channels; especially push notification strategy
- Communicate complex concepts clearly to both technical and non-technical stakeholders;
- General experience with A/B testing, hypothesis testing and assumption validation;
- Experience working cross-functionally;
- Having a user-first mentality;
- Strong analytical and problem-solving skills, with the ability to gather and interpret data, generate insights, and make data-driven decisions;
- Comfortable working in a fast-paced, dynamic environment with evolving priorities and competing demands;
- Passion for staying updated with the latest trends and innovations in growth marketing and subscription marketing;
- A passion for building a better future for female health;
- Go-getter attitude with a metric-driven approach;
- Self-motivated, an optimist, someone who thrives in a dynamic environment where there’s freedom to build something new.
Nice to have:
- B2C Experience;
- Experience working within Health Technology;
- Strong understanding of the cultural zeitgeist, female health and well-being brands, market dynamics and core consumer audience;
- Bachelor’s Degree in an academic or business speciality.
What you’ll be doing
You’ll be responsible for:
- Creating and implementing data-driven marketing strategies to drive revenue growth for our subscription-based products/services utilising in-app, mobile and email channels;
- Identifying segment target audiences based on demographics, behaviour, and preferences. Develop personalised marketing campaigns to effectively reach and engage these segments;
- Continuously analyse and optimise the customer journey to improve conversion rates at each stage of the funnel. Implement A/B testing and other CRO techniques to drive incremental improvements;
- Develop and execute strategies to reduce churn and increase subscriber retention;
- Utilise analytics tools and platforms to track, measure, and report on key performance indicators (KPIs) related to customer acquisition, conversion, retention, and revenue. Provide actionable insights and recommendations based on data analysis;
- Work closely with sales teams, product, design, and content, to align marketing strategies with product development, user experience, and sales initiatives;
- Keeping abreast of industry trends, best practices, and emerging technologies in growth marketing and subscription-based business models;
- Applying new insights and innovative approaches to drive continuous improvement.
You’ll be targeted on:
- Increase the activation rate of a free user to a subscriber by 50%;
- Double the win back rate;
- Improving the conversion rate of trial users to paid subscribers by 10%;
- Reducing subscriber churn by 5%
What you’ll get
We support impact with meaningful reward. Here’s what that looks like:
- Competitive salary and annual reviews
- Opportunity to participate in Flo’s performance incentive scheme
- Paid holiday, sick leave, and female health leave
- Enhanced parental leave and pay for maternity, paternity, same-sex and adoptive parents
- Accelerated professional growth through world-changing work and learning support
- In-person collaboration and work in a hybrid model, with 3 days per week spent in the office
- 5-week fully paid sabbatical at 5-year Floversary
- Flo Premium for friends & family, plus more health, pension and wellbeing perks
Diversity, equity and inclusion
Our strength is in our differences. At Flo, hiring is based on merit, skill and what you bring to the role – nothing else. We’re proud to be an equal opportunity employer, and we welcome applicants from all backgrounds, communities and identities. Read our privacy notice for job applicants.
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