Summary
Overview
Work History
Education
Skills
Websites
Timeline
Generic

BERNARD WARD

Lifecycle Marketing Specialist
Derry

Summary

Experienced Lifecycle Marketer with over 6 years in SaaS, developing lifecycle strategies for both Product leg growth and Sales led orgs B2B, B2C and DTC and . At Hotjar, I scaled email programs from 10M to 37M annually, driving significant acquisition, engagement and retention. Led Product Led Growth (PLG) initiatives to drive monthly active users and implemented marketing automation in the company.

Overview

7
7
years of professional experience

Work History

Lifecycle Marketing Specialist

Hotjar
09.2021 - Current
  • Developed and executed the early growth strategy for Lifecycle marketing
  • Improved Monthly active users by 30% and Hotjar installs by 60% in the first 6 months
  • Led Product Led Growth initiatives, primarily email
  • Developed a lifecycle marketing experiment framework from hypothesis to data analysis and presentation
  • Recruited and trained two new Lifecyle Marketers
  • Managed Hotjar's automation activities and tech
  • Used a wide variety of tools including, Iterable, Mixpanel, Tableau, SalesForce, Google Analytics and more
  • Always using data and running experiments to optimise and inform decision making.

Digital Marketing Campaigns Manger

Zymplify
09.2020 - 09.2021
  • Led a team of two product marketing managers and a lifecycle marketer
  • Implemented personalised automated email marketing strategies, 20% increase in monthly active users and 40% uplift in MRR
  • Designed and managed segmentation strategies
  • Analysed email campaign performance to optimise results and ROI, creating reports for the broader marketing team
  • Developed A/B testing frameworks to continuously improve email campaign performance and customer experience
  • Administered marketing automation tools, ensuring smooth operation and data integration.

Head of Digital Campaigns

MetaCompliance
01.2018 - 09.2020
  • Created targeted email campaigns based on user engagement on the company website, using lead scoring and automated tagging to promote new features and increase product adoption
  • Transformed the marketing function by implementing Pardot as the primary email marketing automation tool, enhancing lead management capabilities
  • Achieved a 30% increase in conversion rates through extensive email A/B testing in Pardot and CRO techniques using Hotjar, Google Optimize, and LinkedIn ads
  • Boosted customer satisfaction scores by 25% through automated email feedback loop campaigns
  • Worked closely with cross-functional teams to execute integrated marketing campaigns, continuously experimenting and innovating to improve user engagement.

Education

HNC -

Northwest Institute of Higher Education
04.2001 -

Skills

    Lifecycle Marketing Strategy Development

    Email Marketing

    Data-driven customer segmentation

    Cross-Functional Collaboration

    Lifecycle marketing tools (Iterable, SalesForce, Pardot, Mailchimp, Zymplify, Zapier, Autopilot, Intercom, Drift)

    Experimentation strategy and execution

    Customer journey mapping

    Project Management

    Strategic Planning

    Strong communication and collaboration

Timeline

Lifecycle Marketing Specialist

Hotjar
09.2021 - Current

Digital Marketing Campaigns Manger

Zymplify
09.2020 - 09.2021

Head of Digital Campaigns

MetaCompliance
01.2018 - 09.2020

HNC -

Northwest Institute of Higher Education
04.2001 -

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BERNARD WARDLifecycle Marketing Specialist