Job Description

The Small Business Group contributes directly to the Facebook mission by connecting every small business in the world with their customers on Facebook, Instagram, WhatsApp and Messenger, and then helping them grow through solutions like pages, advertising, messaging, commerce and more. We succeed when we help our customers grow their business. Were in the business of helping small businesses. The Small Business Group at Facebook is one of two sales channels responsible for Facebooks multi-billion dollar advertising business. Our Small Business Team helps more than 99% of Facebooks 5 million plus advertisers and 200 million plus businesses on our platform find success.
Were looking for a person who loves understanding, diving into and building customer journeys. Were looking for a leader to build a Customer Lifecycle Engagement function for our Small Business customers. Youll focus on going deep to understand the existing customer experiences across all of our platforms (e.g. FB, IG, WhatsApp, and our Ad product tools) and channels (e.g. website, off-platform, in-product, email), working with various data science and research functions to understand what we know about customers and their experience, and working with various leaders across the company to build a holistic customer first strategy for how we should best serve our Small Business customers. This will require you to build a business case to showcase how important this work is to customers and get people committed to the strategy. Youll work collaboratively with other marketing teams, product, data science, marketing science and many others to gather and analyze data, look at current and future products and roadmaps and build the ideal customer journey and customer segmentation to ensure we can serve our customers at every step in their journey.
The ideal candidate in this role will thrive in deep analytical problems that require extensive data analysis, loves working in areas with lots of ambiguity and is an expert and influencing across orgs without authority. Were looking for a leader who is an expert in defining and building customer journeys - so understanding all of the levers (product, marketing, sales, segmentation, analytics) one can pull to influence that journey will be critical.
At Facebook, we are focused on building a diverse and inclusive workplace. Our Channel Marketing team is focused on amplifying diverse perspectives across our community, so we welcome you, your personal experience and different perspectives.

Customer Lifecycle Marketing Lead (Small Business) Responsibilities

* Lead the development of strategy and an execution plan to drive positive customer experiences that result in good outcomes for customers and for Facebook

* Understand core drivers of repeat customer behaviors, churn, ideal customer segmentation, and the best path for personalization

* Understand all of the data we have about customer behavior, as well as develop plans for the research and data analytics we might want to do to gather new insights

* Work with technical teams to determine if our marketing infrastructure meets the bar to support the lifecycle plans we have

* Analyze our loyalty strategy and help us to understand if it would be something that Facebook should undertake to support Small Businesses

Minimum Qualifications

* BA/BS degree or equivalent work experience in digital marketing

* 12+ years of marketing experience in driving lifecycle and retention marketing, including email, CRM, loyalty, site marketing, and customer segmentation

* Successful track-record of developing marketing strategies, executing, measuring, and delivering on performance targets

* Collaboration, communication and presentation skills to inform, encourage and implement impactful marketing initiatives keeping customer experience top of mind

* Analytical experience scrutinizing large amounts of data and turning it into actionable initiatives (including both quantitative and qualitative data)

* Experience with testing methodology and driving results through analytics

* Project management skills including: conceptualization, driving alignment, planning resources, managing deadlines and objectives, delivering analysis and recommendations

Preferred Qualifications

* Experience working for a technology company

* Experience working in a dynamic, fast-paced, and highly-fluid environment

* Empathy and understanding of the customer mindset to deliver great customer experiences

Locations

About the Facebook company

Facebook's mission is to give people the power to build community and bring the world closer together. Through our family of apps and services, we're building a different kind of company that connects billions of people around the world, gives them ways to share what matters most to them, and helps bring people closer together. Whether we're creating new products or helping a small business expand its reach, people at Facebook are builders at heart. Our global teams are constantly iterating, solving problems, and working together to empower people around the world to build community and connect in meaningful ways. Together, we can help people build stronger communities we're just getting started.

Facebook is committed to providing reasonable support (called accommodations) in our recruiting processes for candidates with disabilities, long term conditions, mental health conditions or who are neurodivergent, and to candidates with sincerely held religious beliefs or requiring pregnancy related support. If you need support, please reach out to accommodations-ext@fb.com.