The situation
Employers are Job Today’s paying customers. They subscribe to monthly or annual plans, and seasonality is a structural threat to retention: hiring slows sharply in December and January, which is when employers are most likely to churn or downgrade. Halloween and Black Friday are the last high-intent window before that drop.
The commercial goal is always the same: accelerate lifecycle conversion — move monthly subscribers to annual plans, and re-engage lapsed users before the window closes. These campaigns are a planned moment in a year-round retention and nurture strategy, not standalone promotions.
The gap
A discount alone doesn’t convert. The same audience receives Black Friday campaigns from every SaaS product they’ve ever tried. The real challenge is content strategy: building behavioural segments by lifecycle stage, personalising the message by where each user sits in the funnel, and writing copy that makes a time-limited offer feel like a relevant conversation — not a blast.
The multi-channel execution compounds this: email, push, in-app banner, pop-up, paywall, and web UX need to work as a single coordinated narrative across the week, not as separate sends.
My role
Marketing Manager — co-owner with the CRO, who defines the commercial offer and leads the revenue strategy. I own the campaign architecture, content strategy, and coordination across development, design, and sales. We work closely together from brief to launch.
What I did
- 1Defined the campaign architecture for each promo — mapping audience segments by lifecycle stage (monthly subscribers, annual subscribers, never-converted), assigning a different message and channel sequence to each. Inbound logic applied to a CRM context: the right content for the right person at the right moment.
- 2Wrote all copy across every touchpoint — email subject lines and body, push notifications, in-app banners, pop-ups, paywalls, and web UX — in both English and Spanish. Each piece of content was written to work independently and as part of the week-long sequence.
- 3Coordinated cross-functionally with the development team, designer, and sales team — aligning CRM messaging with assisted sales calls so that every channel reinforced the same narrative at the same time.
- 4Reviewed and tested touchpoints before each launch alongside the QA and dev team — flagging issues, confirming timing with the CRO, and making sure every element was live and working as intended before the campaign window opened.
How the channel mix works
Email, push, and in-app don’t work independently — they work as a coordinated nurture sequence. A user opens the email on Monday, sees a push reminder mid-week, and converts via the in-app pop-up on Friday. The content strategy is designed so each touchpoint builds urgency progressively, rather than repeating the same message louder. That’s the difference between a promotional blast and a lifecycle campaign.
Campaign assets — Halloween 2024
Paywall, email, and in-app pop-up: three touchpoints, one coordinated message across the same campaign week.
Click any image to view full size
The proof
All revenue and conversion figures are relative — absolute business metrics are confidential. The 2025 Halloween campaign converted 3× more net new paying users than 2024, showing the system improves year over year as the content strategy and segmentation are refined.
The so what
This is a lifecycle marketing system, not a campaign. The same content architecture, segmentation logic, and channel playbook runs 4–5 times a year and gets sharper with every iteration. It applies inbound principles to a retention context: meeting users with relevant, personalised content at the moments they’re most likely to act. The business relies on it to defend revenue against seasonal decline — and it consistently delivers.