Manager, Lifecycle & Marketing Operations

Why this seat exists

C2 is looking to evolve our lead and customer journey from initial contact through enrollment and renewal. As part of a larger move to in-house all aspects of our go to market team, we want this role to serve as the authority on lead and customer journey behavior and to work with local marketing and content on bringing highly localized communications to our leads and enrolled families.

Given our footprint across 97 corporate owned centers and 17 franchise locations, it is imperative that we leverage the muscle of a high performing centralized marketing team to serve all our locations as if they were locally owned businesses. Our main competitors today are small, local operations which rely on word of mouth for advertising and high-touch, high-knowledge communications.

What you would own

Lifecycle management

• Design and optimize lifecycle strategies for prospects, new families, current families, lapsed leads, and former customers across email, SMS, and other approved channels.

• Build automated nurture, follow-up, onboarding, engagement, retention, renewal, and re-engagement journeys based on audience needs and business priorities.

Marketing operations

• Own marketing campaign operations, including intake, audience selection, segmentation, build, quality assurance, approvals, scheduling, launch, and post-campaign analysis.

• Manage marketing automation and CRM capabilities used by Marketing, including configuration, documentation, permissions, integrations, vendor coordination, and adoption.

• Partner with Performance Media and Web & Organic Growth to maintain accurate source capture, campaign taxonomy, tracking parameters, attribution inputs, and funnel reporting.

• Work with the Technology team to ensure CRM and SFMC dataflows serve business needs and contribute to the roadmap development for new CRM functionality to unlock further segmentation and personalization.

Salesforce Marketing Cloud management

• Establish data governance practices for segmentation, contactability, suppression, deduplication, lifecycle stages, and marketing data quality.

• Maintain consent, preference, and opt-out processes and coordinate with appropriate internal partners to support applicable privacy and communications requirements.

Testing and conversion

• Lead testing of subject lines, message timing, cadence, segmentation, offers, and journey logic; apply learnings across programs.

Measurement, automation and emerging capabilities

• Develop dashboards and recurring reporting for funnel conversion, speed to lead, journey performance, channel engagement, database health, retention, and campaign contribution.

• Identify process gaps and manual work, then implement scalable workflows, templates, automation, and documentation that improve speed and accuracy.