Responsibilities

• Lead the lifecycle and digital growth strategy as a core part of Central One’s enterprise growth strategy, translating organizational goals into marketing targets, programs, and a multi-year roadmap.
• Own the lifecycle and digital marketing budget, allocating spend across channels and programs based on performance and return.
• Serve as Central One’s subject matter expert on B2C digital marketing, CRM, and marketing automation, advising the VP and leadership team.
• Lead, coach, and develop marketing staff as assigned, and raise the digital and analytical capabilities of the broader marketing team.
• Partner with senior leaders across Retail, Lending, Member Experience, IT, and Finance to align growth priorities and remove barriers.
• Design and own the member lifecycle strategy across acquisition, onboarding, growth, retention, and re-engagement.
• Map member journeys and identify the moments that matter, such as account opening, direct deposit setup, loan payoff, certificate maturity, life events, and signs of disengagement.
• Build always-on, trigger-based journeys that respond to member behavior with the right message, offer, or guidance at the right time.
• Develop onboarding programs that help new members get set up, use their accounts, and add the products that meet their needs.
• Build cross-sell and relationship-deepening programs that grow deposits and products per member, focused on member needs rather than rate alone.

Requirements

• Education: Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent experience.
• Experience: 10+ years of B2C digital marketing experience, including at least 5 years leading lifecycle marketing, CRM, and marketing automation programs with direct ownership of growth results and budget, and experience leading teams and agency partners. Experience in a credit union, bank, fintech, insurance, or another subscription or relationship-based consumer business strongly preferred. Proven track record of building trigger-based journeys that measurably increased acquisition, engagement, or retention.
• Knowledge & Skills:
• - Expert, hands-on experience with marketing automation and CRM platforms (such as Salesforce Marketing Cloud, HubSpot, Braze, Iterable, Marketo, or similar), including journey builds, segmentation, dynamic content, and deliverability.
• - Expertise across digital channels: email, SMS, push and in-app, web personalization, paid search, paid social, display, and programmatic.
• - Practical experience applying AI and automation to marketing, such as content generation, predictive audiences, and optimization, with sound judgment about data privacy and responsible use.
• - Strong analytical skills, with experience in Google Analytics 4, Google Tag Manager, and testing tools. SQL or comparable data skills strongly preferred.
• - Experience with segmentation, journey mapping, and customer lifecycle frameworks.
• - Experience managing agencies, vendors, and marketing budgets against performance targets.
• - Working knowledge of marketing regulations, including CAN-SPAM, TCPA, and privacy requirements. Financial services regulations such as Truth in Savings and UDAAP a plus.