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Director, International Lifecycle Marketing
Ancestry
Lehi, UT, United States
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Company Description
Ancestry is seeking a Director of International Lifecycle Marketing to join our team. Ancestry is on a mission to create an iconic brand and this role will be instrumental in making this mission come to life. We are building a team of experienced, passionate, and creative marketing experts to position Ancestry as the leader in personal genomics and family history.
The Opportunity
Personalized Lifecycle Programs (sometimes called Customer Journeys) are allowing marketers to interact with customers in a more meaningful way than ever before. Ancestry has invested in large-scale customer journeys in the domestic market but needs to put additional focus on developing them in international markets. You will bring your experience in email, push notifications, SMS and paid advertising to support our global programs and communications, finding meaningful ways to improve the user experience to help foster better engagement, conversion and retention. You will also consult with international campaigns as they pertain to our database marketing.
In this role, we want you to lead with tenacity, inspiration, and low-ego. We want you to connect to the hearts and minds of our customers, with a special focus on international messaging and culture. Welcome to the next step in your career journey.
What you will do
• Lead a team responsible for all aspects of international lifecycle program execution across the entire customer lifecycle.
• Collaborate with Country Managers and International Marketing Managers to create market-specific lifecycle communications.
• Oversee segmentation strategy to be utilized in both lifecycle (email, push notifications, SMS) and paid marketing channels to drive consistent cross-channel customer communication.
• Increase lifetime value and reduce churn by leveraging personalization and the dynamic delivery of content based upon persona, contact type, data science, geography and/or other attributes.
• Help develop creative and production briefs for international programs working with the in-house creative team and outside local agencies to develop all content and creative assets.
• Lead team in analysis and monitoring of journey results, using gained knowledge for constant improvement of communications
• Collaborate with US Lifecycle marketing team to leverage learnings from domestic testing and optimization.
• Consult with international country managers regarding communications to Ancestry’s database for campaigns offering your multi-channel CRM expertise to maximize conversion.
• Maintain a thorough understanding of current and emerging trends in digital marketing, mobile marketing, technology, and ecommerce.
• Critical member of virtual international marketing team managed by International VP of Marketing
Job Description
Who you are
• Experience working and executing in an Omni-channel environment. Experience executing in marketing channels including email, SMS, push, and digital advertising.
• Analytical mindset with experience delving into reporting and data to identify trends and manage the data. Experience translating those numbers into business insights and hypotheses.
• Has backbone, challenges the status quo, and pushes for the best customer experience.
• Ability to work well under pressure while maintaining positive attitude.
• Exceptional executive-level writing and verbal skills with the ability to deliver clear and compelling strategy/vision in collaboration with other teams. Able to clearly communicate CRM concepts to an audience with a wide variation of experience on the topic.
• Entrepreneurial spirit, attention to detail, customer-service orientation, and creativity in problem-solving. Able to think outside the box to create new customer journeys from a combination of intuition and data to delight consumers.
• Exceptional organizational dexterity: ability to engage key stakeholders and build consensus across multiple business groups at all levels. Must be able to organize and track priorities across 3 major markets (UK, Canada, Australia), 2 emerging markets (Sweden and Germany) and “rest of world” activities; coordinating activities with Country Managers
• Possess a unique balance of analytical skills and intuition; comfortable interpreting data, deriving actionable insights and using them to inform strategic direction, leveraging both intuition and data to drive decision making.
• B.S. or Master’s Degree, preferably in Marketing or Communications or with equivalent subject matter experience
• Minimum 5 years’ experience leading a multi-channel marketing team
Additional Information
Working for Ancestry
We’re a cutting-edge tech company with a very human mission—to help every person discover, preserve, and share the story of what led to them. Combining the rich information in family trees and historical records with the genetic details revealed in DNA, we create unique experiences that give people a new understanding of their lives, because connecting all the pieces of our family story can give us the deepest sense of who we are.
Ancestry is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Ancestry via-email, the Internet or in any form and/or method without a valid written search agreement in place for this position will be deemed the sole property of Ancestry. No fee will be paid in the event the candidate is hired by Ancestry.com as a result of the referral or through other means.
Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. (REF1036N)
All your information will be kept confidential according to EEO guidelines.