Develop and share actionable member insights and personas based on quantitative (engagement) and qualitative (surveys, focus groups) research to further understand consumer behavior throughout the end-to-end customer journey. Integrate customer insights into product strategy and roadmaps with a strategic and analytical approach.
Document and share the competitive landscape for fitness apps across key stakeholders (including Research, Product, Analytics, and Marketing)
Lead go-to-market launch planning with clear messaging and positioning for new features or benefits, ensuring that messaging is consistent across channels to ensure successful, integrated launches for new product features to improve awareness, adoption, and engagement
Own and execute our App Store Optimization (ASO) strategy
Work closely with platform partners like Apple, Google, and Amazon among others
Develop and implement winning strategies to maximize customer retention through product experience
Manage test & learn lifecycle marketing campaigns in various points of customer journey (i.e. acquisition, onboarding, engagement, loyalty and winback) based on member insights.
Work closely with Product Marketing Coordinator and cross-functional leads to develop channel plans and testing strategies to maximize learnings from each campaign rollout (i.e. multiple creative variants, campaign rollout by customer segment, holdout groups per campaign, etc).
Conduct project post-mortems to review performance results, feedback from cross-teams and learnings for future campaigns and marketing programs.
Not afraid to roll up sleeves and occasionally code emails, adjust images, size images, program administrative pages, etc.
Can attend meetings and represent departmental interests independently.
5+ years of relevant experience
Has a sophisticated understanding of B2C subscription services/products including drivers of conversion, engagement and churn
Strong communication and project management skills; ability to successfully work and collaborate with cross-departmental teams
Hands-on experience managing product/feature launches as well as lifecycle marketing campaigns (i.e. acquisition, onboarding, engagement/retention, loyalty and winback), from asset creation through to campaign launch and analysis. Experience with CRM and CDP platforms such as Oracle, Salesforce, Braze, Simon Data, etc
Experience with both qualitative and quantitative customer research
Experience working collaboratively with technical teams like Product, Engineering and Analytics.
Comfortable acquiring and interpreting raw data and converting into actionable insights/recommendations. Fluency in tools such as Excel, Powerpoint, Amplitude, Looker, and intermediate in SQL
Excellent copywriting skills with the ability to convey complex ideas with simple and easy to understand language
Must be self organized, self directed and can prioritize daily tasks