Responsibilities

• Personalization & Segmentation
• Build and maintain behavioral segmentation models using first-party data, including search activity, geographic preferences, community saves, price range, time on site, and content engagement.
• Create dynamic content rules within email templates that adapt messaging, images, and CTAs based on subscriber attributes and behavior — no two active adult buyers are identical.
• Develop audience segments specific to distinct buyer profiles: the actively searching retiree, the pre-retirement planner 3–5 years out, and the adult child researching communities for a parent.t
• Partner with product and data teams to expand the behavioral signals available for targeting, and document segment definitions so the broader team can use them
• Monitor segment performance over time and refine definitions as buyer behavior evolves — especially as Gen X begins to enter the active adult audience in larger numbers.
• Marketing Automation (HubSpot & Drip)
• Build, maintain, and optimize automated email workflows across the full buyer lifecycle: welcome series, search-based community alerts, nurture sequences, re-engagement flows, and agent handoff program.s
• Configure trigger logic based on behavioral events — property saves, community page views, search frequency, guide downloads, form submissions — and test timing, branching logic, and send cadence.ce
• Own the integration between the 55places platform and email sending infrastructure, ensuring behavioral data flows cleanly into automation triggers. ers
• Document every workflow with clear logic maps so programs are auditable, maintainable, and improvable without requiring a full rebuild.
• Audit existing automations quarterly for logic decay, stale content, and missed optimization opportunities — then fix them.
• List Hygiene & Deliverability
• Own sender reputation health across all 55places sending domains, monitoring daily via Google Postmaster Tools and Amazon SES dashboard.s
• Maintain hard bounce rates below 0.5% and spam complaint rates below 0.1% through proactive list hygiene: suppression management, bounce processing, inactive subscriber handling, and spam trap avoidance.ce
• Run quarterly list-cleaning cycles — identify unengaged subscribers, execute re-engagement sequences, and suppress those who do not respond before they damage the sender's reputation.ion
• Ensure all commercial email programs comply with CAN-SPAM requirements, include a functional one-click unsubscribe, and honor opt-outs within required timeframes.
• Conduct inbox placement testing using tools such as GlockApps or similar before major campaign launches, and maintain a working knowledge of SPF, DKIM, and DMARC configuration.
• Flag anomalies — sudden complaint spikes, unusual bounce patterns, domain blocklist appearances — and escalate or resolve quickly
• Analytics & Performance Reporting - Build and maintain weekly and monthly email performance dashboards covering open rate, click-through rate, conversion to lead, lead quality scores, unsubscribe rate, bounce rate, and revenue attribution - Run structured A/B tests on subject lines, preview text, send timing, content personalization, and CTAs — document methodology, track statistical significance, and systematically apply learnings - Analyze performance by segment, lifecycle stage, geography, and buyer type to surface actionable insights rather than just reporting numbers - Develop email-specific benchmarks for the 55+ audience (industry benchmarks skew toward younger demographics and do not reflect this audience's behavior accurately) - Present findings clearly to the marketing team and contribute performance context to broader channel discussions