Direct Marketing Manager
At a glance
Mid-level General Marketing role at Lula. Cape Town · full-time.
Pay not stated Marketing Manager salary
Growth Roles summary, based on the employer's posting.
What you'll do
- Set Lula’s direct marketing plan across acquisition, engagement, conversion, retention and revenue growth
- Run customer journeys through email, SMS, WhatsApp, push notifications and other owned channels
- Build automated, segmented and personalised lifecycle programmes, then improve them through testing and analysis
- Work with Product, Sales, Credit, Data and Growth Marketing on integrated growth plans
- Lead the Direct Marketing team while tracking channel results, governance and compliance
What you bring
- Bring at least five years in CRM, lifecycle or direct marketing
- Hold Grade 12; tertiary study in marketing, economics, finance or business is advantageous
- Show experience running multi-channel customer communications, segmentation, personalisation and lifecycle strategy
- Use data to make commercial recommendations, with knowledge of experimentation and conversion optimisation
- Have led cross-functional work with Product, Sales and Data, alongside strong stakeholder communication
Who this fits
This suits a data-led marketing manager who can turn lifecycle insight into commercial action and coach a team. You’ll collaborate across Product, Sales, Credit, Data and Growth Marketing. The role is full-time and based in Cape Town, South Africa.
From the employer
The Direct Marketing Manager is responsible for leading Lula's direct-to-customer marketing strategy across the full customer lifecycle. The role owns the performance of owned communication channels, including email, SMS, WhatsApp, push notifications and outbound communications, to drive customer acquisition, activation, engagement, conversion, retention and cross-sell.
Working closely with Product, Sales, Credit, Data and Growth Marketing, the Direct Marketing Manager develops data-driven lifecycle strategies, builds scalable automated customer journeys and continuously optimises performance to maximise customer lifetime value and commercial outcomes.
Key Responsibilities
- Develop and execute Lula's direct marketing strategy across the customer lifecycle to drive acquisition, engagement, conversion, retention and revenue growth.
- Own and optimise customer journeys across email, SMS, WhatsApp, push notifications and other direct communication channels.
- Lead lifecycle marketing, automation, segmentation and personalisation initiatives to deliver relevant, high-performing customer experiences.
- Drive continuous performance improvement through data analysis, experimentation and conversion optimisation.
- Partner with Product, Sales, Credit, Data and Growth Marketing teams to deliver integrated customer growth strategies.
- Ensure best practice in data governance, compliance and platform management across all direct marketing activities.
- Monitor and report on channel performance, providing actionable insights and recommendations to stakeholders.
- Lead and develop the Direct Marketing team, fostering a culture of accountability, innovation and continuous improvement.
The Experience & Skills We’re Looking For
- 5+ years' experience in CRM, lifecycle, or direct marketing.
- Grade 12 essential; a tertiary qualification in Marketing, Economics, Finance, or Business is advantageous.
- Proven experience managing multi-channel customer communication programmes.
- Experience with customer segmentation, personalisation, and lifecycle strategy.
- Strong analytical capability with the ability to interpret data and make commercial recommendations.
- Experience leading cross-functional initiatives involving Product, Sales, and Data teams.
- Excellent stakeholder management and communication skills.
- Knowledge of experimentation frameworks and conversion rate optimisation.
Tech Stack
- CRM & Automation: Iterable, Braze, Salesforce Marketing Cloud (or similar)
- Analytics & Data: GA4, Looker, SQL
- Communication & Messaging Channels: Email, SMS, WhatsApp, Push Notifications
Key Competencies
- Customer-centric thinking
- Commercial acumen
- Data-driven decision making
- Strategic planning
- Collaboration and influencing
- Leadership and coaching
- Innovation and continuous improvement
- Problem solving
- Results orientation
- Ownership and accountability
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