Performance Marketing Manager, Small In life

Full details of the job.

Job Title: Performance Marketing Manager, Small In life

Job Description: Winning in the small business segment is crucial to the success of the UKI regional strategy. This role plays a key part in this mission, responsible for planning, developing, and optimizing an integrated inlife marketing plan for small businesses. The goal is to meet targets and revenue objectives for UKI by retaining and expanding existing small business customers primarily through effective onboarding, retention, cross-sell and upsell campaigns.

The role will oversee the inlife revenue-generating, value/adoption and retention initiatives for SBCA, SBCP, Sage 50, and Sage suites through integrated campaigns, leveraging key market events such as Payroll Year End and seasonality such as Black Friday. Campaign tactics will include in-product, paid media, email, DM, webinars, content, and more. Measuring, analyzing, and reporting on campaign performance with a strategic mindset to continuously optimize results is essential, alongside a deep understanding of marketing funnel metrics.

The ability to set direction, influence, and collaborate with the UKIA digital and campaign hubs to develop and execute the plan is critical. This role will also lead inlife trading interlock with sales and performance teams, driving performance and continuous optimization. Influence and collaboration will also be needed with teams such as product and XD.

Location: Hybrid, 3 days per week out of our Newcastle, Manchester or Winnersh offices.

Key Responsibilities: This role is the Marketing Lead for UKI Inlife Small Businesses, responsible for marketing targets across key products: SBCA, SBCP, Sage 50, and Sage suites. The focus is on driving marketing performance and contributing to the business unit (BU) in the region, including metrics such as log-in rate, units, ARR, SQOs, MQLs, and ROI.

1. Channel strategy & Plan development: Developing and owning the integrated inlife marketing plan to drive both efficient and effective performance, utilizing various channels to reach existing customers, with a focus on email and in-product experimentation.
2. Experiment and optimise: With a Product-Led Growth mindset, drive experimentation using the product as a channel, as well as utilising behavioural data to trigger and personalise out-of-product channels.
3. Overseeing the entire customer journey: From purchase through to retention/cancellation, including developing intent-led nurture journeys and working hand in hand with campaign hub for performance & optimisation.
4. Cross functional collaboration: Interlock with Commercial and Routes to Revenue teams to drive prioritisation, budgeting and optimisation for Small Inlife. This involves annual budgeting, trading and product GTMs.
5. Lead Interlock with Campaign hub: Through performance cadence - providing strong voice into the inlife trading meetings and regional sales trading calls.
6. Performance Analysis & reporting: Regularly analyse campaign performance using KPIs such as units, MQLs-closed won and revenue. Provide detailed reports and actionable insights for senior leadership and stakeholders.
7. Data driven decisions: Leverage analytics, testing and performance data to make informed decisions on campaign strategy and tactics to drive revenue. Continuously test and implement strategies to improve retention and existing customer revenue.
8. Acting as the Inlife lead: For the business unit, working closely with UKIA digital and campaign hubs to prioritize and optimize execution.
9. Managing the marketing budget: For the region.

Skills, know-how and experience:

• Experience in B2B marketing, ideally within a similar industry (SaaS).
• Strong proven experience in customer lifecycle / existing customer marketing.
• Experience and knowledge of Product-Led Growth.
• Results driven with strong commercial acumen and focus on KPIs / performance.
• Senior experience in fast paced / sales led organisation.
• Exceptional communication to negotiate and influence at senior level.
• Ability to lead through a matrix environment and multi team approach - influencing across teams to get to right outcome including through the new UKIA hubs & regional structures.
• Resilience and strong accountability.

Function: Performance Marketing

Country: United Kingdom

Office Location: Newcastle

Work Place type: Hybrid

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