Responsibilities

• Own lifecycle strategy and journey design across onboarding, activation, retention, reactivation, loyalty, and trigger-based journeys.
• Translate business goals into journey plans, defining lifecycle stage, audience intent, triggers, messaging framework, channel mix, and success metrics.
• Establish and maintain journey standards including entrance and exit criteria, suppression logic, sequencing rules, and reuse frameworks.
• Provide strategic lifecycle and targeting guidance early in planning to internal stakeholders and service line partners.
• Partner with CRM (Microsoft Dynamics) and CDP (Snowflake) teams to define data, instrumentation, and implementation requirements for lifecycle programs.
• Collaborate with Marketing Analytics to define measurement frameworks, interpret performance, and prioritize optimization opportunities.
• Partner closely with Digital Marketing and channel owners (email, web, app, paid, etc.) to optimize lifecycle journeys using structured experimentation, including A/B and multivariate testing.
• Collaborate on test design and prioritization, defining hypotheses related to journey sequencing, triggers, cadence, content, and audience logic—while channel teams execute tests within their platforms and channels.
• Use journey level insights to inform where testing should occur, while relying on channel owners’ expertise to determine how tests are implemented and scaled within each channel.
• Ensure governance, QA, accessibility, consent, and privacy standards are embedded into lifecycle workflows.

Requirements

• EDUCATION - Bachelor's or 4 years of work experience above the minimum qualification
• EXPERIENCE - 7 Years of Experience
• Hybrid expectation- on-site as needed
• Hands-on experience with a marketing automation/customer engagement platform, Braze preferred, or comparable solution.
• Familiarity with SQL.

Preferred

• Experience in healthcare or another regulated industry.
• Strong program management and cross-functional leadership skills.
• Executive-ready communication skills with experience presenting insights and recommendations to senior leaders.
• Demonstrated experience designing and managing automated, multi-stage customer journeys.
• Experience partnering with analytics, CRM, and marketing technology teams.