26 Jan
2022
The Healthy Back Institute: Director of Customer Marketing
Job Description
Headquarters: Austin, TX
URL: http://www.losethebackpain.com
Are you a Direct Marketing All-Star
Looking for a Fantastic Place to Call Home?
If so, you will definitely want to keep reading…
OUR STORY
Hello… my name is Jesse Cannone and I am the owner and CEO of The Healthy Back Institute. I founded this company nearly 20 years ago, after my own struggles with pain and the discovery of just how broken our health and medical systems are. After figuring out how to “fix me” I decided to embark on a holistic journey into healing and pain management, and this is where I set out to change the way pain is thought about and treated.
Nearly two decades later, we have since helped millions of people all over the world to get quick, safe, and lasting pain relief naturally… and more importantly, we have helped these people to better understand how their bodies work and to dramatically improve their lives!
We help people through a holistic system of educational content and proven solutions and remedies, like far infrared heating pads and the highest quality nutritional supplements.
Everything that happens at the Healthy Back Institute is rooted in our core values:
Helping People, Trust, Service, Family, and Being Great!
These values are the foundation of serving our customers and how we treat each other.
In order to continue helping even more people, we need even more passionate, talented, and highly skilled marketers to join our team.
We are currently seeking a highly talented Director of Customer Marketing to join our team!
THE ROLE
The Marketing department is looking for a Customer Marketing leader to help further our mission. As our Director of Customer Marketing, you will play a pivotal role in shaping our customer lifecycle. Accountable for identifying the right combination of strategies, tactics, triggers, and channels across different customer journey phases, you’ll have the opportunity to lead the design and planning for customer engagement from onboarding through advocacy.
By partnering cross-functionally to increase customer retention and lifetime value, you will effectively drive back-end monetization through effective customer marketing campaigns and loyalty programs. You will educate customers about new products and services that result in strong customer relationships and increased retention across The Healthy Back Institute’s customer base.
This role reports to the CEO temporarily but will ultimately report to the CRO (Chief Revenue Officer). If you have a passion for direct response customer marketing, a positive and proactive attitude, and are looking to grow and stretch in your next role, we’d love to talk with you!
THE TEAM
Our team has the honor of driving customer engagement and loyalty to create raving fans of our products. Our team is responsible for engaging with customers from the point of sale throughout the rest of the customer lifecycle, owning back-end monetization and marketing communications to effectively match products with our customer’s needs. Everyone on the team has a distinct role and function, but we are also highly collaborative and willing to roll up sleeves to drive solutions further. We work in tandem with the Customer Acquisition, Sales, Product, Analytics, and Customer Service teams to bring our strategies to life. We work closely with the rest of the organization to drive new product and partner launches and product engagement and adoption. This role leads our Email Marketing, Direct Mail, and Sales Copy teams.
WHO YOU ARE
The Voice of the Customer focuses on empathy, informed by data. You have a strong understanding of the customer, their experiences, and how they engage with HBI.
Collaborative & Cross-Functional Communicator who knows what’s needed to produce stellar customer marketing and can disseminate information to the team and partner teams to deliver results. You know what it takes to successfully partner with stakeholders to influence and execute customer marketing and product launch objectives.
Agile Analyzer who gets energy from reviewing data and testing new marketing concepts quickly and effectively. You are not tied to any one approach and instead seek data to improve your team’s understanding and actions, finding small test wins that can convert to high-impact results.
Proactive Self-Starter working across a myriad of channels to engage customers. You thrive in ambiguity, navigate competing priorities, and relish building and optimizing tools, systems, and processes to expand customer engagement and lifetime value.
WHAT YOU HAVE
- A proven track record of driving profitable revenue growth via multiple sales channels, by improving customer retention and lifetime value
- 6+ years of direct response marketing experience focusing on Email Marketing & Sales, SMS / Text, Content Marketing, Direct Mail, Print Catalog, and Creative Development (ie. Sales Copy, etc)
- Have worked in high growth, fast-paced direct response, and or e-commerce companies selling DTC.
- Ability to translate data into business and customer insights and a working understanding of A/B test setup and analysis.
- Proven success journey mapping and developing customer engagement, retention, and upsell marketing programs
- Strong experience managing a team and driving results through others
- Deep experience in using and optimizing Marketing Automation Systems (ie. maropost, infusionsoft, etc
- Growth mindset, adaptability, and a drive for continuous improvement
WHAT YOU’LL GET TO DO
Oversee, lead and optimize:
- Customer Lifecycle and Renewals
- Educate our customers to get the best results possible using our products.
- Maximize LTV, customer retention, and customer satisfaction.
- Renewals and supporting processes.
- Email Sales
- Improve strategy, planning, testing, and performance, driving email sales and RFM metrics.
- Marketing R&D Testing
- Utilize an agile approach to test new marketing ideas and test small-batch trials to produce more winning ideas more often.
- Backend Sales Funnels
- Find and implement improvement to the end-to-end process through various strategies, including upsells, opt-ins, testimonials, customer engagement, segmentation, and education.
- Guide the Copy Team, Email Team, and Conversion Optimization team to improve backend performance.
- Direct Mail and Catalog
- Partner with the Direct Mail team to improve overall performance and develop DM campaigns’ strategy, processes, and frequency.
- New Product Launches
- Partner with Product Development, Copy and Email Teams to create the marketing strategies to launch new products into the marketplace.
- Responsible for providing customer research to guide product-market fit and effective new product launches.
- Sales Copy Production & Process
- Develop the holistic strategy and supporting processes around sales copy segmenting our customer audience based on their product needs and profiles/attributes. Utilize the segments across our CRM and in-product messaging channels to engage and educate our customers.
- Guide the Sales copy team to create an engaging, credible, and persuasive copy so that potential new and existing. Customers can’t help but click through, learn more, and order.
- People and Functional Leader
- Lead the team to coach and develop teammates through mentoring, feedback, and challenging them to stretch and grow.
- Proactively manage and own channel budgets.
- Thrive in a player-coach role where you flex between rolling up your sleeves and teaching and building tools that support others.
- Understand the metrics for retention marketing channels contributing to a plan and understand when plans are under-performing; lead teams to identify areas of weakness in the plans to course-correct.
Opportunities and challenges you’ll be excited to help us with:
- Conduct an internal customer case study to improve product development and optimize product selection.
- Lean in to build a learning culture driven by data insights, best practices, and measurement and contribute input for broader company strategic plans.
PLEASE GET TO KNOW US
The People. You will be surrounded by some of the most talented, supportive, smart, and kind people, leaders, and teams – people you can be proud to work with.
The Mission. At HBI, we are relentlessly focused on helping people live pain-free lives. It feels good to serve others – and HBI is the leader in helping people live their lives pain-free.
The Values. The opportunity to make a difference with teammates who believe in our core values of- Helping People, Trust, Service, Family, and Being Great!
The Benefits:
- A healthy work/life balance and flexible schedule
- Remote/virtual work from home position
- Medical, dental, vision insurance (full time only)
- 401K Retirement Plan
- Life and disability insurance
- Flexible PTO (full time only)
- Paid travel
- Paid continuing education
- Performance-based bonuses
- Discount on HBI products
- A unique team-centered culture is felt at all levels of the company!
I encourage you to www.losethebackpain.com get to know us better!
- Explore our proven, Pain Relieving Products here.
- And find hundreds of customers Success Stories here.
- Check out our reviews on Glassdoor to learn more about our culture!
Please Note: Before applying for the role, know that we take hiring very seriously. Interviewing with us may include video and phone interviews, assessments, projects, and scenario-based situations. Although we cannot follow up with each candidate, we do our best to run a thorough process for candidates we identify as a potential fit.
To apply: https://weworkremotely.com/remote-jobs/the-healthy-back-institute-director-of-customer-marketing
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