Responsibilities

• Own Youth & Family segment strategy end-to-end, including target customer definition, positioning and messaging architecture aligned to business goals and be accountable for the full customer journey -- setting journey-stage KPIs and ensuring experiences and marketing programs measurably improve customer outcomes and business performance.
• Lead the segment “voice of the customer” function to translate customer behaviors, wants, and needs into winning positioning, product launches, and test-and-learn agendas that improve customer experience and hit goals.
• Influence product roadmap prioritization by translating segment insights into product marketing opportunities and advocating for customer-led decisions.
• Oversee go-to-market for new products and features, including positioning, narrative, launch plans, and channel strategies across owned, paid, and earned.
• Lead onboarding and lifecycle engagement strategy to increase retention, deepen relationships, improve financial health, and drive digital tool adoption for Youth & Family customers.
• Drive strategic growth initiatives and campaigns, including recurring seasonal and life-event programs to engage current customers and reactivate lapsed customers.
• Ensure rigorous campaign management operations and optimization -- partnering with stakeholders through implementation, deployment, monitoring, reporting, and optimization.
• Build an “always-on” testing and optimization culture, using disciplined experimentation to improve engagement and retention while taking calculated risks.
• Act as a senior cross-functional leader and connector – partnering with Product, Marketing and Field teams to improve customer experiences and key KPIs and serve as a change agent, driving marketing and product/marketing transformation, innovation, and new ways of working across the journey.
• Lead a high-performing team across segment product marketing, onboarding, and engagement strategy and campaign management; provide coaching, set priorities, and manage delivery in a matrixed environment with changing priorities.

Requirements

• Senior marketing leadership experience with demonstrated ability to drive quantifiable business results and improve customer experience through customer journey management and lifecycle marketing.
• 10+ years of marketing experience with depth in strategy roles, innovation, customer experience, and direct-to-consumer/digital marketing.
• Proven ability to set strategy and operate as a hands-on leader through implementation, optimization, and performance management.
• Strong cross-functional leadership and influence in a highly matrixed organization; excellent relationship-building and collaboration.
• Highly customer-obsessed, curious, and continuously improving; balances big-picture thinking with rigorous attention to detail.
• Deep customer empathy and curiosity; consistently acts as voice of the customer and never settles for “good enough”.
• Data-driven and analytical while also an effective storyteller; able to present strategies and results to executive stakeholders.
• Deep understanding of multi-channel marketing and lifecycle communications (web, mobile, email, SMS, push, in-app, paid/display), including orchestration across owned/paid/earned.
• Constantly pushes on boundaries and roadblocks to drive innovation and a superior customer experience.
• Advanced proficiency in PowerPoint and Excel, and experience leveraging AI-tools to drive effectiveness and efficiencies.
• Bachelor’s degree in Marketing, Advertising, Communications, Digital/Technology, or Business (or equivalent experience).

Preferred

• Strong operating rhythm for KPI reviews and executive-ready performance narratives.
• Proven ability to take the initiative, influence others and achieve results.
• Excels at thinking holistically and managing multiple high priority initiatives on tight deadlines.
• Comfortable with continuously changing priorities and experienced leading teams through change.

Benefits

• We offer a range of benefits and programs to meet employee needs, based on eligibility. These benefits include comprehensive health care coverage, on-site health and wellness centers, a retirement savings plan, backup childcare, tuition reimbursement, mental health support, financial coaching and more.