Marketing Intern – Customer Lifecycle & Retention Marketing

Marketing Intern – Customer Lifecycle & Retention Marketing 

Position Summary 

The Marketing Intern – Customer Lifecycle & Retention Marketing will support initiatives focused on improving the customer experience and increasing customer retention, loyalty, and equipment repurchase rates. Leveraging insights generated through customer analytics and data science, this role will help map and optimize the end-to-end customer journey from initial purchase through ownership, service engagement, equipment replacement, and repurchase. 

Working closely with Marketing, Product Management, Customer Service, Sales, and the Data Science team, this intern will identify opportunities to improve customer engagement and develop targeted marketing programs that encourage customers to remain with Tennant throughout the life of their equipment. 

This position is ideal for a student interested in customer experience, marketing strategy, customer insights, and lifecycle marketing who enjoys combining data-driven thinking with creative problem-solving. 

Key Responsibilities 

Customer Journey Mapping 

• Document and visualize the end-to-end customer journey across key phases, including:  
• Purchase and onboarding 
• Equipment adoption and utilization 
• Service interactions and support 
• Replacement planning 
• Repurchase and expansion opportunities 
• Identify customer pain points, gaps, and moments that most influence satisfaction and loyalty. 
• Help create customer personas and journey maps that illustrate key customer behaviors and decision points. 

Retention & Repurchase Strategy 

• Partner with the Data Science team to understand customer trends, purchasing patterns, and behaviors associated with customer retention and repeat purchases. 
• Translate analytical insights into marketing recommendations and customer engagement strategies. 
• Help design programs that encourage:  
• Equipment upgrades 
• Fleet expansion 
• Replacement purchases 
• Service contract renewals 
• Parts and consumables purchases 
• Support the development of customer lifecycle communications and nurture campaigns. 

Customer Experience Initiatives 

• Gather and analyze customer feedback from surveys, customer interviews, service interactions, and sales feedback. 
• Help identify opportunities to simplify the customer experience and increase customer satisfaction. 
• Collaborate with internal stakeholders to improve customer touchpoints throughout the ownership lifecycle. 

Marketing Campaign Development 

• Assist in developing customer retention campaigns using email, digital marketing, social media, and customer education content. 
• Support personalized marketing initiatives aimed at customers nearing replacement cycles or expansion opportunities. 
• Help create messaging that reinforces Tennant's value proposition, product performance, service capabilities, and long-term partnership approach. 

Reporting & Insights 

• Track customer engagement and retention marketing performance metrics. 
• Develop reports and presentations that communicate key customer journey findings and recommendations. 
• Support dashboard development and measurement of lifecycle marketing effectiveness. 

Cross-Functional Collaboration 

• Partner with Marketing, Sales, Product Management, Finance, Customer Service, and Data Science teams. 
• Participate in customer journey workshops and continuous improvement projects. 
• Assist in presenting findings and recommendations to business stakeholders. 

Qualifications 

Education 

Currently pursuing a Bachelor's degree in Marketing, Business Administration, Communications, Customer Experience, Business Analytics, or related field.  

Preferred Experience 

• Coursework or project experience involving customer research, marketing analytics, consumer behavior, or business strategy. 
• Experience with Excel, Power BI, Tableau, CRM systems, or marketing automation tools is a plus. 
• Familiarity with customer experience concepts and lifecycle marketing principles. 

Skills & Competencies 

• Strong analytical and critical thinking abilities. 
• Ability to interpret data and translate insights into actionable recommendations. 
• Excellent communication and storytelling skills. 
• Strong project management and organizational skills. 
• Curiosity about customer behavior and business strategy. 
• Ability to collaborate across multiple teams and stakeholders. 
• Strong presentation and visual communication skills.