Head of Lifecycle Marketing

Overview

Quizlet’s mission is to help every learner achieve their outcomes in the most effective and delightful way. Our $1B+ learning platform serves tens of millions of students every month, powering over 2 billion learning interactions monthly. We blend cognitive science with machine learning to personalize and enhance the learning experience for students, professionals, and lifelong learners alike.

About the Team

Quizlet’s Marketing team drives brand awareness, user engagement, subscription, and ads growth. The Head of Lifecycle Marketing leads the Lifecycle Marketing team, which focuses on driving customer engagement and retention through owned channels. The Lifecycle team works cross-functionally with product marketing, brand, product, and engineering teams. This role reports to the Director of Growth Marketing.

About the Role

As the Head of Lifecycle Marketing, you will be responsible for growing activation, engagement, retention, and subscriptions via Braze-run channels. You will lead the Lifecycle Marketing team in managing triggered and seasonal ad hoc programs to drive incremental sessions and monthly active users. You will shape how campaigns come to life with personalized data, timely targeting, and engaging copy and creative.

Your strategic mindset and deep understanding of customer behavior will help you evaluate opportunities and prioritize tickets.

You will use data to shape campaign structures and strategies and analyze campaign and channel effectiveness. You will establish performance baselines and best practices across email, push, SMS, and onsite channels. You will collaborate with product, data science, and engineering teams to unlock new triggered and ad hoc campaign opportunities. As you test and learn, you will help establish playbooks for scaling winning initiatives.

You will communicate learnings and proposals through well-synthesized decks and documents. You will break down your thinking, solicit direct feedback, and bring stakeholders along for the ride. You should make decisions quickly and interpret and share results to move the business forward. You will inspire and mentor your team to grow their technical and strategic expertise in lifecycle marketing.

This is an onsite position in our San Francisco office. Employees are required to be in the office a minimum of three days per week:
Monday, Wednesday, and Thursday, and as needed by the manager or the company.

Responsibilities

• Develop and implement comprehensive lifecycle marketing strategies that align with the company’s growth objectives and enhance customer engagement

• Lead cross-functional initiatives to optimize the customer journey from sign-up and activation through product adoption, retention, and subscription

• Drive best-in-class campaign analysis with the analytics team to optimize campaigns for incremental results

• Use data analytics to gain insights into customer behavior and tailor marketing efforts to improve campaign effectiveness

• Oversee management of all lifecycle channels (email, SMS, push notifications, in-app messages) with cohesive and personalized communication

• Collaborate with product marketing, brand, product, and engineering to ensure marketing strategies support overall goals

• Stay ahead of industry trends, innovating and evaluating new channels with test-and-learn approaches

• Lead, mentor, and develop a high-performing marketing team and foster a culture of excellence

What you bring to the table

• 10+ years in lifecycle or digital marketing, with at least 3+ years in a leadership role

• Deep understanding of marketing automation tools and CRM systems

• Proven track record designing and executing successful lifecycle marketing strategies

• Strong analytical skills with experience in data analysis and customer segmentation

• Experience with A/B testing and holdout reporting to measure effectiveness

• Creative, customer-centric thinker with excellent copywriting skills

• Experience building complex lifecycle canvases and coaching iterations and tests

• Excellent leadership, collaboration, and communication abilities

• Ability to influence cross-functionally and manage data libraries and strategy

•…