eg
jobs/confidential jobs

Lifecycle Marketing Manager /Associate Manager

company
Confidential Jobs
location
China
work mode
remote
posted
26 Aug
  • **About the Role**
  • We are looking for a hands-on and data-driven
  • **Lifecycle marketing or CRM Marketing Manager**
  • to be part of our Lifecycle marketing team.
  • This is a true builder's role — you will be the person analysing lifecycle journey performance, messaging channels, setting up messaging in automation journeys, and ensuring every journey is effective in driving conversion and marketing messages we send to users are timely, relevant, and measurably effective.
  • Across journeys and channels, you will be responsible for strategy, design planning, hands-on execution, segmentation, performance reporting, and continuous optimisation. This role reports into the Lifecycle team, then works closely with data, content and product teams to drive engagement, retention, and impacting revenue.
  • **Job Experience & Education**
  • **4–5 years**
  • of hands-on experience in CRM, lifecycle marketing, or mobile marketing in a consumer app environment — e-commerce, fintech, trading, super-app, gaming, or similar.
  • Proven experience setting up and managing App Push notifications and in-app banners, including rich push, deep links, and triggered automation flows.
  • Hands-on experience with WhatsApp Business API, including managing message templates.
  • Working knowledge of LINE Push Messaging and its campaign mechanics.
  • **Technical and Functional Skills**
  • Proficiency with at least one enterprise
  • **CEP platform**
  • Braze, Salesforce Marketing Cloud, Emarsys, Klaviyo, Marketo, Iterable, or equivalent.
  • Strong understanding of user segmentation principles — behavioural, lifecycle-based, and attribute-based — and a demonstrated ability to apply them in practice.
  • Familiarity with platform compliance policies (WhatsApp Commerce Policy, LINE Messaging Policy, Apple/Android push guidelines) and experience running compliant channel operations.
  • **Data Acumen**
  • Data-literate: comfortable reading dashboards, interpreting funnel metrics, and drawing actionable conclusions from campaign data.
  • Experience running A/B tests and communicating results clearly and persuasively to non-technical stakeholders.
  • Ability to identify data leakage points within automation journeys and use analysis to drive journey optimisation and conversion improvement.
  • **Soft Skills**
  • Strong executor with a structured mind — able to manage multiple channels and projects simultaneously in a fast-paced environment without dropping the ball.
  • Excellent cross-functional communication and collaboration skills, able to connect effectively with data, content, product, and marketing teams.
  • High degree of user empathy — always placing user experience at the centre, seeking the optimal balance between performance-driven outcomes and non-intrusive communication.
  • **Other Requirements**
  • Due to the remote nature of the role, you will need to access your personal device & laptop for work.
  • **Job responsibilities**
  • **Automation & Journey Design**
  • Own lifecycle journey performance, from conversion rates to channel specific engagement rates, including acquisition nurture, cross-sell/upsell, churn prevention, reactivation and multiple engagement journeys.
  • Collaborate with the Lifecycle team to design and implement event-triggered and behaviour-based automation flows, via our
  • **CEP platform**
  • (e.g. Braze, or equivalent).
  • Define trigger logic, delay windows, frequency caps, and exit conditions to create coherent automations that effectively reach users to drive conversion outcomes.
  • Build, maintain, optimise channel-specific touchpoints in automation journeys for the full user lifecycle.
  • Set up, configure, and manage journeys/campaigns across Email, Whatsapp, App Pushes, In-app Pop ups, In-app Banners, and SMS — from journey automations to day-to-day operations.
  • Collaborate with Growth Analytics and Product to ensure the right behavioural events and user attributes are instrumented and available for targeting, or where new features need to be built for messaging channels to be fully effective.
  • Ensure channel hygiene: suppression lists, compliance with platform policies, messaging frequency, all to ensure engagement rates are optimised.
  • **Segmentation & Personalisation**
  • Build and manage audience segments based on behavioural signals, lifecycle stage, product usage, demographics, and engagement history.
  • Apply personalisation at a scale — dynamic content, variable substitution, and conditional logic — to ensure messages are relevant to each recipient.
  • Develop and maintain a segmentation framework that supports both always-on journeys and one-off campaigns.
  • Identify relevant cohorts and develop targeted communication strategies for each.
  • **Performance Reporting & Analytics**
  • Own journey performance reporting— tracking conversion rate, delivery rate, open/read rate, click-through rate, opt-out rate, and conversion attribution.
  • Leverage dashboards to give the team real-time visibility into journey/campaign performance and channel health.
  • Conduct weekly analysis and produce actionable insights for marketing activities & journeys — what worked, what didn't, and what to test next.Interpret channel-level trends and proactively address uplifts/deterioration.
  • **Optimisation & Experimentation**
  • Design and run structured A/B and multivariate tests across message copy, creative, timing, frequency, and targeting — with clear hypotheses and statistically valid conclusions.
  • Continuously optimise content, message cadence, and channel mix based on user behaviour and engagement data.
  • Identify funnel leaks in automation journeys and implement fixes to improve conversion at each stage.
  • Stay current with platform-specific best practices for Email, App Push, In-app pop up, in-app banners, WhatsApp, etc and apply them to improve engagement.
  • **Cross-Functional Collaboration**
  • Partner with Global and Regional marketing teams to influence teams on lifecycle marketing impact, and provide subject matter expertise on how our journeys/activations are effectively reaching users, driving conversions and achieving campaign goals.
  • Work with the Content team to brief and deliver assets optimised for each channel's format and audience context.
  • Work with Growth Analytics to ensure accurate measurement, event tracking, audience segments and regular in-depth analysis.
  • Partner with Product teams if there are relevant features that need to be built to expand the effectiveness of channel.
  • **What Success Looks Like**
  • The automation journeys you have built now cover every critical touchpoint across the full user lifecycle — channel reach is precise, experiences are consistent, and user engagement and retention metrics have improved measurably.
  • The A/B testing programme you lead has become a continuous optimisation flywheel — overall CTR, conversion rates, and revenue attribution are trending upward, and your test insights are widely adopted by the team as a decision-making foundation.
  • The real-time dashboards and channel health monitoring systems you established have made the team proactively sensitive to performance shifts — channel deterioration is identified and resolved early, and compliance operations remain impeccable.
  • **What We Offer**
  • Through a culture of transparent and objective performance management, we are in constant pursuit of excellence, individually and collectively. Here, collaboration and intrapreneurship is incentivized and we aim to empower everyone to understand their contribution to strategic business outcomes through their individualized roles. You can expect personal growth as we aim to lead this fast-growing industry alongside a global team of diverse cultures across over 15 countries.
  • **Your Journey After Applying**
  • 1. Screening interview with our talent acquisition partner
  • 2. Interview with your direct hiring manager
  • 3. Second interview with 2nd-level manager
  • **关于该职位**
  • 我们正在寻找一位执行能力强、以数据为导向的
  • **生命周期营销经理或CRM营销经理**
  • ，加入我们的生命周期营销团队。
  • 这是一个需要亲自搭建并落地执行的岗位。您将负责分析用户生命周期旅程及各消息渠道的表现，在自动化旅程中配置消息触达，并确保每一条用户旅程都能有效推动转化。
  • 同时，您需要确保向用户发送的营销信息及时、相关且具备可衡量的成效。您将全面负责不同用户旅程及渠道的策略制定、方案设计、实际执行、用户分群、绩效报告及持续优化。
  • 该职位隶属于生命周期营销团队，并将与数据、内容及产品团队紧密合作，提升用户互动及留存率，推动收入增长。
  • **工作职责**
  • **自动化与用户旅程设计**
  • 全面负责用户生命周期旅程的表现，包括转化率及各渠道的互动率，涵盖新用户培育、交叉销售与追加销售、流失预防、用户召回及其他互动旅程。
  • 与生命周期营销团队合作，通过
  • **CEP客户互动平台**
  • （如
  • **Braze**
  • 或同类平台）设计并实施基于事件触发及用户行为的自动化流程。
  • 制定触发逻辑、延迟时间、频率上限及退出条件，建立连贯有效的自动化旅程，精准触达用户并推动转化。
  • 针对完整的用户生命周期，搭建、维护并持续优化自动化旅程中各渠道的触达节点。
  • 配置并管理电子邮件、WhatsApp、App推送、App内弹窗、App内横幅及短信等渠道的用户旅程与营销活动，包括自动化旅程及日常运营。
  • 与增长分析及产品团队合作，确保所需的用户行为事件和用户属性已正确埋点，并可用于目标用户筛选；如需开发新功能，则推动相关功能落地，以充分发挥消息渠道的效果。
  • 确保渠道运营规范，包括管理屏蔽名单、遵守平台政策及控制消息发送频率，持续优化用户互动率。
  • **用户分群与个性化**
  • 根据用户行为信号、生命周期阶段、产品使用情况、人口属性及历史互动数据，建立并管理用户分群。
  • 大规模应用个性化策略，包括动态内容、变量替换及条件逻辑，确保每位用户收到的消息都具有相关性。
  • 建立并维护用户分群框架，同时支持常态化自动旅程及一次性营销活动。
  • 识别具有价值的用户群体，并针对不同群体制定相应的沟通策略。
  • **绩效报告与数据分析**
  • 全面负责用户旅程绩效报告，追踪转化率、送达率、打开率／阅读率、点击率、退订率及转化归因。
  • 运用数据看板，为团队提供用户旅程、营销活动表现及渠道健康状况的实时信息。
  • 每周进行数据分析，并针对营销活动及用户旅程提出可执行的洞察，包括哪些策略有效、哪些效果不佳，以及下一步应测试哪些内容。
  • 分析各渠道的表现趋势，并主动处理表现提升或下降的情况。
  • **优化与实验**
  • 针对消息文案、创意素材、发送时间、发送频率及目标用户，设计并执行结构化的A/B测试及多变量测试，提出清晰假设，并得出具有统计有效性的结论。
  • 根据用户行为及互动数据，持续优化内容、消息发送节奏及渠道组合。
  • 识别自动化旅程中的转化漏斗流失点，并实施改善措施，提升各阶段的转化率。
  • 持续掌握电子邮件、App推送、App内弹窗、App内横幅及WhatsApp等平台的最佳实践，并应用于提升用户互动表现。
  • 跨部门协作 与全球及区域营销团队合作，推动团队了解生命周期营销的业务影响，并就用户旅程和营销活动如何有效触达用户、推动转化及实现营销目标提供专业建议。
  • 与内容团队合作，制定内容需求并交付符合各渠道格式及受众情境的素材。
  • 与增长分析团队合作，确保数据衡量、事件追踪及用户分群准确，并定期进行深入分析。
  • 与产品团队合作，推动开发能够提升渠道成效的相关功能。
  • **成功的样子**
  • 您所搭建的自动化用户旅程能够覆盖完整用户生命周期中的所有关键触点，精准触达用户、保持一致的用户体验，并显著提升用户互动及留存指标。
  • 您负责的A/B测试计划能够形成持续优化机制，使整体点击率、转化率及收入归因持续提升，并让测试洞察成为团队制定决策的重要依据。
  • 您建立的实时数据看板及渠道健康监控机制，能够帮助团队主动发现绩效变化，及时识别并解决渠道表现下滑问题，同时维持完善且合规的渠道运营。
  • **理想人选条件**
  • **工作经验与教育背景**
  • 具备
  • **4–5年CRM、生命周期营销或移动营销**
  • 的实际操作经验，曾在电商、金融科技、交易平台、超级App、游戏或类似消费类App环境工作。
  • 具备配置及管理App推送通知和App内横幅的实际经验，包括富媒体推送、深度链接及触发式自动化流程。 具备WhatsApp Business API的实际操作经验，包括消息模板管理。
  • 熟悉LINE推送消息及其营销活动机制。
  • **技术与专业技能**
  • 熟练使用至少一种企业级CEP平台，例如Braze、Salesforce Marketing Cloud、Emarsys、Klaviyo、Marketo、Iterable或同类平台。
  • 深入理解用户分群原则，包括基于行为、生命周期及用户属性的分群，并具备实际应用经验。 熟悉平台合规政策，例如WhatsApp商业政策、LINE消息政策及Apple/Android推送规范，并具备合规运营渠道的经验。
  • **数据分析能力**
  • 数据敏感度强，能够熟练阅读看板、解读漏斗指标，并从活动数据中提炼可落地的优化结论。
  • 具备 A/B 测试实操经验，能够向非技术背景的业务伙伴清晰传达测试结果与优化方向。
  • 有能力识别自动化旅程中的数据流失节点，并通过分析驱动旅程优化与效率提升。
  • **软实力**
  • 执行力强，思维缜密，能够在快节奏环境中同时推进多个渠道与项目的落地。具备优秀的跨团队沟通与协作能力，能够有效连接数据、内容、产品及营销团队。具备高度的用户同理心，始终以用户体验为核心，在效果驱动与非打扰性体验之间寻求最优平衡。
  • **其他要求**
  • 由于该职位为远程工作性质，您需使用个人设备及笔记本电脑开展工作。
  • **投递后的流程**
  • 1. 与招聘合作伙伴进行初步筛选面试
  • 2. 与直属用人经理进行面试
  • 3. 与二级经理进行终轮面试

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