CRM Manager (Email/Lifecycle Marketing)

Role and Responsibilities

• Identify business metrics and goals that will drive growth across Thimble’s broker and customer channels.
• Design strategy that leverages CRM channels to engage and drive performance for both potential and existing Thimble customers.
• Partner with our Product and Insurance teams to understand the product roadmap and identify all events and the appropriate communication necessary to create the best user experience possible.
• Audit and optimize existing marketing lifecycle campaigns and customer segments (based on behavior, performance, demographics, and other relevant factors).
• Identify cohorts, events, build workflows, and work closely with various stakeholders to deliver messages that generate engagement.
• Experiment! Work with the team to ideate, prioritize, and execute experiments within your channels at a rapid clip. Ensure sound experimentation design, and report on outcomes and next steps with the support of a Product Marketing Analyst.
• Create simple reporting mechanisms that allow leadership to recognize the impact of CRM and make decisions swiftly.

Qualifications

• 5+ years in a similar position, preferably at a startup or financial/insurance services company.
• A career and track record focused on CRM, ideally with experience focused on our target audience of small business owners.
• Creative and analytical mindset with a strong focus on data-driven decision making.
• Proficient with CRM tools including Iterable and Sendgrid, ideally having implemented and scaled new systems from the ground up.
• Technical savvy and demonstrated ability to learn new systems quickly.
• Advanced Excel skills (pivot tables, data matching, and manipulation).
• Intermediate knowledge of HTML.
• Strong attention to detail which is required for QAing messages and audience selections.
• Exceptional verbal and written communication skills.

What You'll Do in 30 Days

• Onboarding: Complete company and department onboarding processes. Meet with key internal stakeholders from the following teams: Acquisition, Data and Analytics, Insurance, Customer Success and Product, as well as external stakeholders like our Iterable account executive.
• Immersion: Dive in and understand our numbers, our OKRs, our customer segments, and our products and customer experiences (DTC and Broker).
• Data and Analytics Familiarization: Learn CRM systems, marketing automation tools, and reporting dashboards.
• Customer Journey Mapping: Map and analyze existing customer journeys and campaigns. Provide high level overview, which can include any immediate, impactful recommendations.
• Manage: Take the wheel and run existing journeys/campaigns.
• Internal Collaboration: Build relationships with teams to understand customer pain points, feedback, and operational constraints.

What You'll Do in 60 Days

• Lifecycle Content Audit: Review current marketing campaign content and communication channels for each customer lifecycle stage.
• Performance Analysis: Assess campaign effectiveness through key metrics like sends, open rates, click-through rates, conversion rates, engagement KPIs and new premium.
• Identify Growth Opportunities: Pinpoint gaps and untapped potential to drive new premium.
• Develop Lifecycle Marketing Strategy: Define strategic objectives, align strategy with company goals, outline personalized journey maps, and select marketing channels and technologies for implementation.
• Budget and Resource Allocation: Estimate budget and resource requirements for the proposed strategy.
• Present Recommendations: Share findings and proposed strategy with key stakeholders, obtain buy-in and align on priorities.

What You'll Do in 90 Days

• Campaign Activation: Launch pilot campaigns for targeted customer segments across chosen channels.
• Content Creation and Management: Develop engaging content (e.g., email campaigns, SMS, etc.) tailored to each lifecycle stage.
• Technology Integration: Set up marketing automation tools, data triggers, and personalized communication sequences.
• A/B Testing and Optimization: Track campaign performance, test variations, and continuously optimize messaging, offers, and timing.
• Reporting and Measurement: Monitor key metrics, report on campaign results, and demonstrate ROI.
• Continuous Improvement: Gather customer feedback, iterate on campaigns based on learnings, and refine the overall lifecycle marketing strategy.

Success Measurement

• Increase new premium via increasing customer/broker engagement rates.
• Improved KPIs: Opens, CTR, New Agent Activation, New Agent Meetings, etc.
• Alignment of initiatives with department and company goals.

• Fully remote company
• Thimble Fridays! (out of office at 12:00pm local time)
• Comprehensive health, vision, and dental coverage
• PTO: 20 days vacation, 8 floating days, 10 company-wide holidays, 1 VTO (Volunteer Time Off), and unlimited sick time
• Parental Leave: 100% paid 12 weeks + 2 weeks gradual return
• Company computer hardware of your choice
• Work from home setup reimbursement
• Monthly co-working space and/or child care reimbursement
• Monthly ClassPass credit
• Quarterly wellness reimbursement
• Other health & wellness perks including: One Medical, Teladoc, Talkspace, Kindbody, and Health Advocate
• Virtual events, happy hours, trivia, and fun!