Sr. Marketing Manager, CRM

Job Description

Sr. Marketing Manager, CRM | Acorns

Acorns is how everyday consumers save & invest for the long term. By putting tools of wealth-making in everyone's hands, Acorns has become the largest subscription service in U.S. consumer finance, serving 4.6 million everyday Americans. Customers get automated investing in diversified portfolios built with help from experts. Acorns easy retirement account allows customers to invest in their future in minutes, no expertise required. To help everyone spend smarter, Acorns introduced banking that invests with every swipe, and cash-forward rewards. And, everyday Americans may invest in their kids and get money news they can use, all from the same app. To date, customers have invested $12.5 billion with Acorns, much of it in spare change. From acorns, mighty oaks do grow!

We are seeking an experienced Senior Marketing Manager to lead lifecycle marketing for Acorns. You will be responsible for the strategy and execution of multichannel marketing campaigns to drive product adoption, upgrades and retention. You will own all aspects of your strategies, including asset creation (e-mail, push notification, in app messages, etc.), list segmentation and performance measurement. You will implement testing plan frameworks to measure business impact, turning insight into action with an agile test and learn mindset. In partnership with the Growth, Product, Finance other functional teams, you will play a leading role in driving long term customer loyalty and make a meaningful impact on our business. This role has the option to be remote or based in our Irvine or New York offices.

You are not expected to have experience with all listed requirements. If you feel passionately about Acorns' mission, vision and values, please apply.

Within 1 month, you will:

• Get a warm welcome and get situated in your new role
• Meet with all the members of the marketing team in addition to all of your key stakeholders and partners (product, analytics, legal, finance, compliance, brand, customer insights, etc.)
• Gain an understanding of the Acorns financial wellness system, the products we offer, and develop an initial understanding of the barriers to account activation, drivers of attrition and current strategies in place for driving upgrades.
• Familiarize yourself with our current Martech stack and how to use it to build customer campaigns and journeys and conduct A/B and multivariate testing.
• Review and assess existing CRM processes and workflows for campaign execution and provide recommendations.
• Build relationships with your direct reports and outline development plans aligned to their goals.

Within 3 months, you will:

• Identify and prioritize the most impactful engagement flows to drive adoption, upgrades and retention; launch multiple experiments to optimize them.
• Analyze and track KPIs, leveraging performance data to both identify optimization within the current business and unlock new opportunities for growth; provide insight and actionable recommendations rooted in business goals to meet objectives.
• Develop a roadmap of key projects and priorities, forecast and goal targets for the remainder of the year.
• Create targeted segmentation strategies, leveraging 1st and 3rd party data across multiple customer touchpoints to deliver advanced, personalized experiences.
• Drive efficiencies and streamline execution while delivering personalization at scale.
• Coach, develop and mentor your team to ensure they are on track to meet goals and are building key capabilities.

Within 6 months, you will:

• Lay out a long-term vision and strategy for product adoption, nurture and retention marketing strategies.
• Analyze the current audience composition and look beyond the obvious to identify future growth opportunities across touch points, leveraging 1st and 3rd party data.
• Make a recommendation on what additional resources are needed (data science models, marketing technology, headcount, etc.) to deliver a best-in-class lifecycle marketing program that will drive a meaningful impact on revenue and profitability.
• Deliver a new reporting approach to keep stakeholders informed of the impact of your efforts.

What you will bring to Acorns:

• 7+ years of experience managing cross-channel lifecycle marketing/CRM programs, with a strong understanding of loyalty/retention marketing, email best practices, ecommerce and best-in-class experiences; preferably a startup or financial services company
• Data-driven, analytical mindset with the ability to formulate and translate insights into action with measurable results
• Deep understanding of email, push and in app channels
• Expertise in building and executing campaigns in marketing automation platforms (Braze)
• Demonstrated depth of A/B testing, segmentation, and forecasting
• Proven track record of driving results and precision in delivery
• Leadership skills and ability to manage and empower a team
• Self-starter, capable of working in a fast-paced, matrixed corporate environment
• Thirst for delivering game-changing products and experiences
• Pushes the organization to improve by challenging the status quo
• A belief that your work is tied to your life's mission
• Optimistic about the potential of societal change
• Experience managing teams of 1-2 a plus

What we offer:

• Competitive salary and stock options
• A comprehensive benefits package to meet the needs of you and your family
• Flexible paid time off
• Numerous career possibilities that allow you to grow with Acorns
• Talented and motivated team members who care deeply about one another, our mission and our customers.
• The rare opportunity to create a new world. We inspire one another every day to do meaningful work that solves big societal challenges.

Mission:

With benevolence and courage, we look after the financial best interests of the up-and-coming; beginning with the empowering step of micro-investing.

Commitment to Diversity, Equity & Inclusion:

Acorns believes diversity, equity and inclusion are fundamental obligations that strengthen our team. We need a diverse, multi-disciplinary team to build a meaningful company and culture.

Values:

1. Lead with heart
2. Make bold decisions
3. Always build trust
4. Never stop growing
5. Find a way

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