Lula

WHAT WE DO

We're Lula. We build innovative fintech products to help SMEs make cash flow. From instant access to funding to all-in-one business banking accounts and cutting-edge financial analysis tools, we're on it!

Our purpose is to help SMEs manage their business better, faster, simpler, Lula, so they can spend more time doing what they love.

Speaking of love, we’re looking for Lulas who love to make a difference to join our team and change the game.

WHY WE DO IT

We care about our family, our work, our community, our country.

We’re passionate about EMPOWERING EVERY SME TO SUCCEED.

And to do it, we’re BUILDING THE NEXT GENERATION OF FINTECH PRODUCTS TO HELP SMES MAKE CASH FLOW.

Why? Because the more businesses that succeed, the more jobs, money, and opportunities for all South Africans - including Y.O.U.

So get curious.

Rise to the challenge.

Don’t settle for average.

Shoot for amazing.

We’re here to change the game, the norm, the world,

Because when we change something for the better, we change ourselves too.

You are.

We are.

Lula

OUR VALUES

Collaborative - we’re a clan and work together as a team, always towards a common goal

Committed - we’re accountable and follow through no matter the challenge

Curious - we look for better ways to do things and make a positive difference

Connected - we stay close to, learn from and look to understand each other and our customers

Compassionate - we go out of our way to care about our colleagues, our customers and our community


OVERALL PURPOSE

We are looking for a skilled and highly motivated Direct Marketing Manager who will be responsible for the strategy, direction, and performance of Lula’s direct marketing channels, whilst effectively managing the relevant channel specialists helping to achieve this performance. You will report to the Head of Growth Marketing.

As the Direct Marketing Manager, you will effectively collaborate with key stakeholders to develop a direct marketing strategy that aligns with the broader marketing strategy, is innovative, will drive the growth and retention targets required for the function, follows best industry and security practices, is bought into by the broader team, and contains a plan of action that is executed on timeously by your team. The work that you produce will encourage SME business owners to open an account and become avid users of our first-of-its-kind, all-in-one, business banking and financing platform. As such, you will be responsible for achieving both the banking and funding performance mandates within your allocated budget.

Your approach will hold our customers and data top of mind. You will leverage qualitative and quantitative data to guide audience segmentation, content creation, and an appropriate channel/medium mix that drives optimal engagement and conversion results. You will report on your function’s performance both proactively and retrospectively; sharing insights from past learnings and actions to drive future optimisations. You will weave experimentation (A/B, multivariate) and optimisation into your regular processes to ensure continuous learning across the function from both a performance and operational perspective. You will be responsible for sharing regular performance updates and insights with your lead (Head of Growth Marketing) as they pertain to your mandate, as well as with other key stakeholders across the business when required.

You will actively manage and support the direct marketing specialist to help them succeed in their day-to-day execution of campaigns and activities where needed; which include but are not limited to direct marketing (email, SMS, etc.), database management, lead generation, customer segmentation, journey and workflow automation, as well as any associated analytics and reporting. The level of support required will vary from hands-on operational support to broader strategic guidance and ensuring deliverables are met.

This role requires a strong understanding of CRM and direct marketing best practices. You must demonstrate your ability to collaborate with and influence diverse teams across the business (Product, Tech, Sales, etc.) to identify and exploit growth opportunities, and you must demonstrate your ability to operate in a high-pressure, ever-changing, often-ambiguous environment with confidence. Your excellent interpersonal and communication skills combined with your previous experience of leading teams will help you and your team succeed in achieving your mandates.

THE SKILLS AND EXPERIENCE WE’RE LOOKING FOR

  • Matric/Grade 12 achieved
  • Degree / Diploma or related qualification in Digital / Direct Marketing required.
  • 8+ years’ experience in a direct marketing-type role such as email, or a combination of channels (essential)
  • At least 4 years of experience using advanced CRM/direct marketing platforms (e.g. Zendesk, Braze, HubSpot, Airship) and analytics tools (e.g. Mixpanel, Segment, etc)
  • At least 1 year of leadership experience managing a team/teams in a similar role
  • Financial Services/Fintech industry and B2B experience (advantageous)
  • Proven experience in developing and executing direct marketing strategies that span acquisition to retention, consider multiple offerings/products, and rely on multiple channels
  • Extensive experience in email marketing and proven experience with other direct marketing mediums (SMS, WhatsApp, browser push notifications, etc.)
  • Track record of driving business growth and retention through direct marketing activity
  • Experienced in developing and managing testing and experimentation plans
  • Strong knowledge of direct marketing best practices and industry and security standards
  • Advanced reporting and analysis skills, including the ability to create and effectively narrate succinct, insightful performance reports
  • Advanced skills in MS Excel/Google Sheets, including the use of pivot tables
  • Comfortable with creating and updating HTML email templates, as well as campaign (UTM) tracking parameters (as they pertain to the direct marketing medium)
  • Excellent verbal and written communication skills

Responsibilities will include but are not limited to:

  • Effectively collaborate with your team and your lead (Head of Growth Marketing) and other key stakeholders (Product, Sales, etc.) to develop a direct marketing strategy and supplementary, robust plan that drives qualified lead generation, resulting in strong pipeline conversion and customer retention (value-based)
  • Proactively own the direct marketing targets across funding and banking; forecast expected channel contribution to performance, retrospectively measure performance and optimise accordingly
  • Ensure best industry and security practices are implemented across the direct channels and customer database, as necessary, to enable optimally performing platforms with quality and accurate customer data sources
  • Support your team, as needed, to ensure all direct marketing campaigns are scheduled and executed according to plan.
  • Lead the development, implementation, and insights-management of A/B or multivariate testing to improve direct channels’ engagement and performance
  • Working with our data analytics platforms, be proactive in identifying opportunities to optimise our customer acquisition and retention activity. Implement solutions using our marketing automation tools
  • Create detailed and accurate campaign reporting and analysis as it pertains to function-specific targets, experiments, or ad hoc analyses.
  • Effectively communicate with key stakeholders across the business regarding the function strategy as well as corresponding performance insights.
  • Contribute to the development of our customer segmentation model and lead the implementation of this across our marketing automation platforms
  • Contribute to process optimisation for the function, including briefing deployment, testing, automation, tracking, and reporting
  • When needed, compile and submit briefs to internal teams, and ensure the required content is available to execute on time

THE COMPETENCIES WE’RE AFTER

  • Curious by nature.
  • Comfortable working with and across diverse teams.
  • Proactively approaches their day-to-day and any challenges they are faced with.
  • Solution-oriented - comfortable interpreting data to identify opportunities.
  • Empathetic with a strong ‘customer first’ mentality.
  • Ability to take initiative and ownership of responsibilities.
  • Results-oriented and self-motivated.
  • Strong attention to detail.
  • Process-driven with strong planning and organization skills.
  • Must have strong (English) written and verbal communication skills.
  • Must have good problem-solving abilities.
  • Ability to multitask and work well under pressure in a fast-paced environment.
  • Ability to adapt well to change and comfortable working with ambiguity.
  • Tech-savvy with an ability to grasp new technologies quickly, such as CRM/email marketing and marketing automation tools.


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