Marketing Manager - Customer Lifecycle

CPI Security, a leader in the security and automation solutions industry, is looking for a Marketing Manager - Customer Lifecycle, based in Charlotte, North Carolina. This is more than “just a job” – it’s your chance for a fulfilling and purpose-driven career. You will be responsible for connecting our products to customers’ needs and driving demand via direct marketing and sales activity, as well as the creation of product positioning, its evolution into product messaging and ensuring that marketing activities are consistent with the customer value proposition.  You will play a leading role in our mission to protect our customers and what matters most to them.

Company Summary:

Headquartered in Charlotte, North Carolina, CPI Security was founded in 1991 on an entrepreneurial spirit and a passion for helping and protecting others. What started as a company of 10 employees and 300 customers has grown into one of the nation’s top 10 largest security providers with over 750 employees. Over the years, CPI has received many awards for excellence, such as twice-awarded SDM Dealer of the Year, Central Station of the Year, and the Marvel Award. The company leads the industry in alarm response times, is consistently ranked in the top 10 of electronic security businesses and is widely known as North Carolina and South Carolina’s Top 25 Best Places to Work.

Customer Lifecycle Strategy:

• Develop and execute a holistic lifecycle marketing strategy to optimize customer retention and revenue growth for both residential and commercial customers.
• Map customer journeys for each segment, identifying key touchpoints and opportunities to enhance engagement and loyalty.
• Build tailored strategies for different customer needs, emphasizing upsell, cross-sell, and renewal opportunities.

Retention and Revenue Growth:

• Design and implement targeted campaigns to increase contract renewals, reduce churn, and expand services within the existing customer base.
• Partner with sales and customer success teams to create account-specific strategies for high-value commercial customers.
• Launch win-back initiatives for churned accounts with personalized messaging and offers.

Customer Segmentation

• Analyze customer data to create detailed segmentation models that account for demographic, behavioral, and transactional characteristics.
• Segment customers by lifecycle stage, contract type, product usage, and engagement levels to ensure targeted and relevant marketing.
• Identify high-value customers, at-risk customers, and growth opportunities within both residential and commercial segments.
• Collaborate with analytics and technology teams to implement and maintain dynamic segmentation within CRM and marketing automation platforms.

Segmented Campaign Development:

• Create and manage marketing campaigns for different customer segments, leveraging insights from CRM and customer analytics.
• Personalize communications by segment (e.g., residential vs. commercial, industry type for commercial customers) to ensure relevance and effectiveness.
• Utilize email, SMS, direct mail, and digital channels to drive engagement and revenue growth.

Data-Driven Insights and Reporting:

• Analyze customer data, behavior, and trends to identify drivers of retention and revenue growth.
• Monitor and report on campaign performance, using KPIs such as churn rate, lifetime value (LTV), and engagement metrics to assess success.
• Leverage predictive analytics to identify at-risk customers and proactively implement retention strategies.

Cross-Functional Collaboration:

• Collaborate with internal teams, including product, sales, customer success, and field operations, to align lifecycle marketing efforts with business goals.
• Partner with commercial account teams to deliver marketing solutions that support account retention and revenue objectives.
• Work with the analytics team to refine segmentation, targeting, and performance tracking.

Customer Advocacy and Loyalty:

• Develop loyalty programs and initiatives to turn customers into advocates for the CPI Security brand.
• Engage residential customers through referral programs, while encouraging commercial clients to participate in case studies or testimonials.

Continuous Improvement:

• Test and refine marketing strategies using A/B testing and other methodologies to maximize ROI.
• Stay current on industry trends and best practices to ensure CPI Security remains competitive in lifecycle marketing approaches.

Qualifications:

Education and Experience:

• Bachelor’s degree in Marketing, Business, or a related field (MBA preferred).
• 5+ years of experience in lifecycle marketing, CRM, or retention-focused marketing, with experience in both residential and B2B commercial segments.

Skills and Competencies:

• Proven experience in driving customer retention and revenue growth across diverse customer bases.
• Strong analytical skills and proficiency in tools like Salesforce, Tableau, or Google Analytics.
• Expertise in marketing automation platforms (e.g., HubSpot, Marketo).
• Knowledge of email marketing, direct mail, SMS, and digital marketing strategies.
• Ability to work collaboratively across teams and influence stakeholders at all levels.
• Excellent project management and organizational skills.

Preferred Attributes:

• Experience in security, technology, or subscription-based industries.
• Familiarity with predictive analytics and segmentation for commercial and residential audiences.
• Strong understanding of the unique needs of small businesses, large enterprises, and residential customers.

Key Performance Indicators (KPIs):

• Customer Retention Rate: Reduce churn among residential and commercial customers.
• Revenue Growth: Increase upsell/cross-sell opportunities and RMR
• Lifetime Value (LTV): Improve overall customer value across both segments.
• Engagement Metrics: Achieve higher email open rates, click-through rates, and campaign response rates.
• Commercial Account Retention: Achieve specific retention goals for high-value commercial clients.

What We Offer:

• Aggressive pay and the opportunity to work for an iconic brand
• Great medical, dental, vision, short- & long-term disability and life insurance options  
• Company paid holidays, floating holiday, and paid time off (PTO)  
• 401(k) plan with competitive company match  
• Eligible for free monitored security system after 90 days
• Education assistance – we encourage and support our employees who want to improve their skills and further their education  
• Engaging and fun company culture that’s made up of a diverse group of people  
• Volunteer and community engagement opportunities. CPI partners with organizations that share our mission to save and improve lives, particularly focusing on underserved communities.  
• An on-site café, coffee/smoothie bar, walking trail, basketball court, and state-of-the-art fitness facility with a dedicated Fitness staff
• Birthday and Work Anniversary Rewards