Jobs at Betashares

2 open positions

Open roles

Senior Marketing Manager, Lifecycle Marketing Operations Manager

Senior Marketing Manager, Lifecycle

Sydney, New South Wales, Australia

Betashares is seeking a Senior Marketing Manager - Lifecycle to own strategy, roadmap and delivery of customer lifecycle programmes across both B2C and B2B audiences, working alongside the Marketing Director - Customer Lifecycle \& CRM. The role will build and optimise the always-on engagement layer across Betashares, turning customer and intermediary data, behavioural signals and product opportunities into measurable growth in activation, engagement, retention, cross-sell, lifetime value and revenue. This is a senior, end-to-end ownership role accountable for identifying and prioritising lifecycle opportunities, designing customer and partner journeys, setting the testing and personalisation agenda, and leading cross-functional delivery across email, push, SMS, in-product, paid retargeting and other owned channels. The role requires strong lifecycle expertise, commercial accountability and the ability to lead complex programmes from strategy through to measurable outcome, as well as the execution of campaigns. The role will work closely with the Marketing Director - Customer Lifecycle \& CRM, Marketing Operations, Data and Martech, Product, Distribution, Compliance, Creative and broader Marketing teams. It will provide senior direction to campaign execution resources and help establish lifecycle marketing as a core growth capability across Betashares. Key responsibilities Lifecycle strategy, roadmap and commercial ownership * Contribute to lifecycle strategy and prioritised roadmap across B2C and B2B audiences, aligned to Betashares growth priorities and customer needs. * Identify the highest-value lifecycle opportunities across onboarding, activation, education, engagement, cross-sell, reactivation, retention, advocacy and win-back – working with Marketing, Product and Distribution teams. * Translate customer, adviser and intermediary needs into clear lifecycle programmes with defined commercial and customer outcomes. * Set programme objectives, success measures and business cases, connecting lifecycle activity to activation, retention, cross-sell, FUM, lifetime value, revenue and customer experience. * Provide senior recommendations on contact strategy, prioritisation, cadence and channel mix across the Betashares communications ecosystem. Automated customer journey design and delivery * Work closely with cross-functional teams to optimise existing programme, including end-to-end design and delivery of automated journeys for retail investors and customers across Betashares Funds, Direct and Super. * Work with sales \& marketing teams to understand lifecycle programmes for B2B audiences, including advisers, brokers, institutional and intermediary partners, share insights \& optimisations, and execution. * Develop customer and partner journey maps, message architectures, trigger frameworks, content requirements and testing plans. * Partner with Product and Engineering to build lifecycle experiences directly into Betashares digital products. * Ensure lifecycle programmes are integrated with acquisition, product, distribution, service and regulatory communications. * Direct cross-functional delivery across Marketing Operations, Data, Martech, Product, Creative, Content, Compliance and external partners, ensuring programmes are delivered on time and to standard. Segmentation, personalisation and decisioning * Use customer, adviser and intermediary data, behavioural signals, product holdings, engagement patterns, intent and propensity indicators to define priority audiences and next-best actions. * Partner with Data and Martech teams to define triggers, audience logic, suppressions, consent rules, measurement approaches and data requirements. * Lead the use of dynamic content, personalised messaging, channel optimisation and decisioning to improve relevance and commercial performance. Performance, experimentation and optimisation * Own lifecycle performance reporting and ensure results are translated into decision-ready insights and actions. * Establish a structured test-and-learn programme across audience, proposition, message, timing, cadence, channel and offer strategy, including incrementality testing against control groups. * Move measurement beyond delivery, open and click metrics to activation, conversion, retention, cross-sell, FUM, revenue and lifetime value outcomes. * Identify underperformance, customer experience risks and commercial opportunities early, and lead practical optimisation responses. * Maintain a clear record of hypotheses, tests, learnings and programme improvements to build institutional capability over time. Leadership and cross-functional influence * Act as the senior lifecycle marketing lead for priority B2C and B2B programmes, partnering with and influencing stakeholders across Product, Distribution, Data, Technology, Compliance and Marketing. * Provide clear briefs, strategic direction and quality oversight to campaign execution and Marketing Operations resources. * Build strong operating rhythms with business owners so lifecycle opportunities are identified, prioritised and delivered with clear accountability. * Represent lifecycle performance, opportunities and risks in senior forums with concise, commercially grounded recommendations. Governance, compliance and customer experience * Ensure all lifecycle programmes meet regulatory, privacy, consent, brand and internal approval requirements. * Set and maintain contact, cadence and suppression principles that protect customer and partner experience and reduce communication fatigue. * Ensure journey logic, audience definitions, approvals, decision rules and outcomes are documented as the work is done, kept current and auditable. * Monitor live journeys and resolve breaks, delays and data issues before they affect customers. * Partner with Legal, Compliance and Risk to maintain strong governance without compromising speed or effectiveness. AI and modern lifecycle practice * Lead the practical use of AI and automation to improve journey design, content variation, audience selection, testing, insight generation and optimisation. * Identify and lead AI-assisted personalisation opportunities, including send-time optimisation, dynamic segmentation, next-best-action and content variation. * Establish clear controls and human judgement over AI-assisted outputs to protect quality, compliance and customer relevance. * Share use cases and build capability across the wider Marketing team. About you * 8+ years of experience in lifecycle marketing, CRM, customer engagement, marketing automation or growth marketing, including ownership of complex programmes. * Demonstrated experience designing and leading end-to-end automated customer journeys. * Designs connected, always-on journeys rather than one-off campaigns. * Strong experience across B2C lifecycle marketing; B2B, adviser, intermediary or partner marketing experience is highly regarded. * Hands-on Braze expertise, combined with the ability to set strategy and direct delivery. Salesforce Marketing Cloud or a comparable platform will be considered. * Advanced understanding of customer journeys, segmentation, behavioural triggers, suppression logic, personalisation, experimentation and campaign measurement. * Proven ability to connect lifecycle programmes to commercial outcomes including activation, retention, cross-sell, FUM, lifetime value and revenue. * Experience leading cross-functional programmes with Product, Data, Technology, Distribution, Compliance, Creative and Content stakeholders. * Strong stakeholder partnership and influence, with the judgement and confidence to prioritise, challenge and make clear recommendations. * Experience in financial services, wealth, superannuation, fintech or another regulated environment is highly regarded. * Experience with Amplitude or similar product analytics, and with a customer data platform or warehouse-connected data, is an advantage. * Practical experience using AI and automation in marketing workflows, with evidence of improved speed, relevance or performance. * Highly organised, commercially minded and comfortable building capability in a fast-growing function. * Growth mindset, energetic and motivated to lead and enable Betashares future success.

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Marketing Operations Manager

Sydney, New South Wales, Australia

Betashares is seeking a Marketing Operations Manager to own the operational backbone of an ambitious, multi-disciplinary marketing function. This is a cross-functional operations mandate spanning lifecycle, in-house agency, content, paid media, brand and owned and earned channels, ensuring every team operates to a consistent and high standard. The Marketing Operations Manager will drive process rigour, embed AI and automation tools to lift team productivity, and ensure the operational infrastructure keeps pace with Betashares' growth ambitions. This role suits a systems thinker who is highly organised, commercially minded and energised by bringing structure, efficiency and momentum to complex, fast-moving teams. Key responsibilities Marketing operations and cross-functional governance * Own and maintain a single, integrated marketing operations calendar across all teams and channels: lifecycle, in-house agency, content, paid, brand, owned and earned. * Establish and enforce operating standards, workflows and approval processes across the marketing function, ensuring consistency and accountability. * Identify and close operational gaps across teams, driving uplift in turnaround times, brief quality, resourcing utilisation and output standards. * Map and redesign end-to-end marketing processes, then lead the change so new ways of working are adopted and stick. * Act as the primary operational point of contact for the CMO and Marketing Directors, providing visibility of workload, capacity and programme status across the function. * Run the marketing operating rhythm: recurring planning and review cadences, with consistent documentation and tracking. AI adoption and productivity * Lead the identification, evaluation and rollout of AI tools across the marketing function, including generative AI for content, AI-assisted workflows for paid media, automation in the in-house agency, and AI-powered reporting. * Build a structured programme for AI capability uplift across the team, including pilots, training, use-case documentation, adoption tracking and measurable productivity metrics, with a roadmap of AI-enabled capabilities. * Design and run AI education across every marketing discipline, from foundations to advanced use, with hands-on sessions and practical playbooks. * Build and maintain a shared AI toolkit for the team, including reusable prompts, skills, templates and brand guidance, so capability does not depend on individuals. * Set and embed safe-use standards for AI in marketing, covering customer data, approved tools and compliance review of AI-assisted content, with Risk, Compliance and Technology. * Work with the team's Braze specialist to lift Braze capability across the team, through training and AI-assisted Braze workflows, bringing that expertise to the people who need it. * Align marketing's AI adoption with Betashares' wider AI platforms, teams and policy. * Embed AI and automation into existing workflows to reduce manual effort, improve turnaround times and free up capacity for strategic and creative work. * Monitor developments in martech and AI tools relevant to the marketing function; make credible, ROI-based recommendations to leadership on adoption priorities. * Track productivity and efficiency metrics before and after AI tool implementation to demonstrate measurable impact. * Act as the internal champion for AI adoption, creating a culture where experimentation is encouraged, learnings are shared and capability grows across the team over time. In-house agency operations * Partner with the in-house agency lead to assess and uplift current operating practices: briefing standards, production workflows, asset management, review and approval processes, and capacity planning. * Implement tooling and process improvements that increase the speed, quality and consistency of creative output. * Establish clear SLAs and operational norms between the in-house agency and its internal clients. * Support the integration of AI-assisted creative tools into in-house agency workflows. CRM and lifecycle campaign operations * Own the operational process for the always-on customer communications programme in Braze, from brief through to QA, approval and send. * Manage the end-to-end process for all outbound customer communications, including scheduling, suppression and delivery management. * Run QA and approvals on the journeys and campaigns the Senior Marketing Manager, Lifecycle briefs and builds, so every send meets brand, compliance and operational standards. * Monitor email deliverability, IP health, bounce rates and compliance metrics; take action to maintain best-in-class deliverability standards. * Ensure all regulatory and service communications are delivered accurately, on time and in full compliance with ASIC, Privacy Act and internal governance requirements. Governance, quality and compliance * Establish and maintain governance standards across the marketing function, covering naming conventions, templates, asset libraries, audience setups, campaign documentation and approval workflows. Documentation is kept current as the work is done. * Maintain audit trails of campaign approvals, including compliance and legal sign-offs. * Build and maintain a communications suppression and consent framework. Reporting, performance and optimisation * Produce and maintain regular reporting on marketing operations performance, covering campaign delivery, channel output, in-house agency throughput, AI adoption metrics and compliance health. * Develop dashboards and reporting frameworks that give leadership clear, timely visibility of marketing operations performance. Campaign and commercial performance reporting is owned by the lifecycle and marketing effectiveness teams. * Identify performance trends and operational bottlenecks; bring forward actionable recommendations. About you * 7+ years of experience in marketing operations, marketing project management or a senior campaign operations role within a complex, multi-channel marketing function. * Demonstrated experience working across multiple marketing disciplines, including creative production, content, paid media or brand. * Hands-on experience with marketing automation platforms. Braze is preferred, with Salesforce, HubSpot or a comparable platform considered. * Proven track record of driving AI tool adoption and embedding automation into marketing workflows, with measurable productivity outcomes. This is a core requirement, not a nice-to-have. * Experience designing and running training or capability programmes that changed how people work. * Strong project management and process improvement skills; experience with workflow tools such as Asana, monday.com, Jira or similar. * Experience in regulated environments, ideally financial services or superannuation. * Highly organised with strong attention to detail and the ability to manage multiple workstreams simultaneously. * Commercially minded and outcome-focused. * Clear, confident communicator, able to influence across seniority levels. * Deep genuine interest in AI and automation as productivity and quality levers: intellectually curious, quick to evaluate new tools, and able to bring others on the journey.

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Betashares office locations

Sydney, New South Wales, Australia

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