Director of Lifecycle Marketing

Responsibilities

• Audit every message, touchpoint, and data source we have today, and map the full customer path from first quote to submitted application to policyholder (or lapse).
• Ship quick wins in the first month: fast follow-up for new quotes, a real nurture sequence for people still deciding, and a cleaner handoff from digital lead to licensed agent.
• Stand up a policy delivery and early-onboarding sequence that helps new customers keep their coverage in force.
• Validate and build out our lifecycle stack in HubSpot (plus SMS and any other tools you need), and make sure the data behind it, from lead events to agent outcomes to policy status, is trustworthy.
• Present a 6-month lifecycle strategy with clear priorities, targets, and the measurement plan to back them up.
• Own lifecycle strategy and execution across email, SMS, and the handoffs to our agent team.
• Build and run automated journeys for quote follow-up, nurture, application completion, agent handoff, policy delivery, early-tenure retention, annual reviews, term conversion and upsell, referral, and re-engaging stalled leads.
• Write, design (or brief), build, QA, and launch campaigns yourself. You'll be in the tools daily.
• Define segmentation and personalization by customer segment, product, funnel stage, and customer value. Wealth-focused high earners and young families need very different messages.
• Partner with our agent team on lead routing, speed to lead, and what happens before and after each call.

Requirements

• 8+ years in lifecycle, CRM, or retention marketing, including at least 2 to 3 years leading the function or a major part of it.
• A track record of building a lifecycle program (or a big piece of one) from scratch, not only optimizing a mature one.
• Experience with a considered purchase where marketing hands off to a sales or advisor team, such as insurance, financial services, or other high-ticket products. You know how to nurture a lead for weeks without wearing out your welcome.
• Hands-on fluency in at least one modern lifecycle platform such as Braze, Iterable, Customer.io, or Klaviyo, with a strong preference for HubSpot. You can build a journey end to end without filing a ticket.
• Experience shipping marketing through compliance or legal review in a regulated category, including SMS and phone consent rules.
• Strong analytical skills: you're comfortable in dashboards and spreadsheets, can write or read basic SQL, and you design tests with real control groups.
• Sharp, on-brand copywriting. You can make a complex financial product feel simple and human, and write a subject line or an SMS that people want to open.
• Working knowledge of the data behind lifecycle: events, contact properties, identity resolution, and how a CRM, CDP, or warehouse feeds your tools.
• Clear communication with executives and cross-functional partners. You can explain why a program matters in revenue terms.

Preferred

• Experience at an early-stage or high-growth company, ideally as the first lifecycle hire.
• Background in life insurance, annuities, wealth management, or another insurtech or fintech business.
• Experience with retention or persistency programs where early cancellations carry a real cost.
• Familiarity with HTML/CSS for email, templating languages, or light scripting.
• Experience building referral or partner programs.