CRM & Lifecycle Marketing Manager in Sydney

Invested Talent is currently partnering with a growing B2B financial services business as they build out their CRM and lifecycle marketing capability. This is a hands-on role for someone who wants genuine ownership of the end-to-end customer journey.

About the business

Our client is a growing financial services business with a strong reputation in its space, using data and technology to deliver a better experience for its customers and partners. They're known for a fast-paced, collaborative culture and a genuine investment in their people. As they continue to scale, they're now investing in a CRM & Lifecycle Marketing Manager to own that customer journey end to end, reporting directly to the Head of Marketing.

Key responsibilities

• Own and evolve the CRM and lifecycle marketing strategy across customers, brokers and partners, covering lead nurture, onboarding, activation, conversion, collections, repeat business/renewals, reactivation and retention.
• Plan, build, QA and deliver end-to-end lifecycle campaigns across email, SMS and other direct channels, combining always-on journeys, triggered communications, promotional activity and targeted campaigns.
• Build personalised, 1:1 journeys using behavioural, transactional and profile data so customers and brokers get the right message, at the right time, through the right channel.
• Own the day-to-day optimisation of CRM and marketing automation capability, with a strong focus on Salesforce and Salesforce Marketing Cloud.
• Use customer, broker and campaign data to identify growth opportunities and translate insight into practical lifecycle programs.
• Lead a structured A/B testing and experimentation program across subject lines, content, offers, timing, frequency, audiences and journeys.
• Set, monitor and report on lifecycle KPIs, acquisition, activation, conversion, retention, repeat and renewal activity, reactivation, CLV and campaign contribution.
• Work with Creative, Content, Product and broader business teams to develop messaging and experiences consistent with brand and customer value proposition.
• Maintain strong campaign governance, data quality, consent and preference management, and QA processes.

Hiring criteria

• 5+ years' experience in CRM, lifecycle, growth or retention marketing within a fast-paced, competitive, data-driven environment.
• Hands-on experience with Salesforce Marketing Cloud is essential.
• Strong CRM experience working with complex customer data structures, audience segmentation, triggered communications and automated journeys.
• Proven track record building and executing lifecycle programs that improve acquisition conversion, activation, retention, re-engagement and repeat behaviour.
• Strong analytical capability, confident interpreting campaign, funnel and customer data and translating insight into recommendations. Power BI/Tableau experience advantageous.
• Demonstrated experience with A/B testing, experimentation and optimisation, with a clear understanding of incremental impact and marketing ROI.
• Excellent communication and stakeholder management across Marketing, Digital, Product, Sales, Operations, Risk and Technology.
• Exceptional attention to detail, with a strong quality-control mindset across data, automation rules and high-volume communications.
• Strong project management and organisational skills across multiple campaigns, priorities and deadlines.
• Bachelor's degree in marketing, business or a related field, or equivalent experience. Financial services, fintech or digital-first industry experience highly regarded.