Lifecycle Marketing Program Manager

Responsibilities

• Lifecycle Strategy & Member Journey Design: Develop and optimize lifecycle strategies across member acquisition, onboarding, activation, engagement, retention, reactivation, and relationship growth. Map priority member journeys to identify friction points, communication gaps, and adoption opportunities. Translate business priorities into journey briefs, audience strategies, personalization approaches, channel sequencing, and success measures.
• Omnichannel Campaign Orchestration & Execution: Directly own and execute email marketing, from planning through send and performance tracking. Lead planning and coordination of lifecycle campaigns across the full range of member-facing channels, sequencing channel mix based on journey needs and business priorities. Develop campaign briefs and requirements, coordinate stakeholders and vendors, and support deployment readiness. Execute or facilitate select channels directly as needed, ensuring communications are connected, timely, accurate, and compliant.
• Marketing Analytics, Measurement & Optimization: Define member journey and campaign success metrics, including engagement, conversion, product adoption, onboarding completion, retention, reactivation, PFI, and share-of-wallet. Ensure tracking, attribution, segmentation, and reporting frameworks support accurate measurement. Lead test-and-learn efforts across audience, timing, channel mix, cadence, personalization, and calls to action. Translate performance insights into recommendations for continuous improvement.
• Cross-Functional Communications Planning & Compliance: Serve as a lifecycle communications planning lead across Digital, Analytics, Product, Retail/Branch, Compliance, Operations, Creative, vendors, and other teams. Maintain visibility into lifecycle communication plans to reduce channel conflict, duplication, member fatigue, and disconnected experiences. Support governance around cadence, timing, approvals, accessibility, regulatory standards, and member data considerations.
• Content Strategy & Development: Provide member-centric messaging direction, content requirements, personalization guidance, and content hierarchy recommendations with the copywriter, Brand Director, Creative, Compliance, and subject matter experts. Ensure communications are clear, relevant, compliant, on-brand, and appropriate for channel and lifecycle stage. Write, edit, or adapt copy only as needed for smaller efforts, testing variations, or channel-specific needs.

Requirements

• Bachelor's degree in Marketing, Communications, Business, Data Analytics, or equivalent combination of education and experience.
• 4+ years of experience in lifecycle marketing, CRM marketing, growth marketing, product marketing, or member/customer engagement.
• Experience building customer or member journeys that support onboarding, activation, engagement, adoption, retention, reactivation, or cross-sell.
• Strong grasp of lifecycle marketing, journey management, segmentation, personalization, and testing/optimization.
• Direct experience working in marketing automation or CRM platforms.
• Ability to translate business priorities into campaign briefs, audience strategies, channel plans, and measurable success metrics.
• Strong analytical skills, with the ability to turn performance data into actionable recommendations.
• Proven ability to lead cross-functional work across multiple business units and stakeholders.
• Strong attention to detail, with the ability to manage multiple initiatives, approvals, and timelines in a regulated environment, including working knowledge of compliance considerations (disclosures, opt-out, accessibility, privacy/data use).

Preferred

• Previous experience in financial services, credit union, banking, fintech, subscription, or membership lifecycle marketing.
• Experience coordinating communications across a range of member-facing channels, including digital, print, and vendor-managed touchpoints.
• Experience with onboarding, product adoption, retention, win-back, cross-sell, next-best-action, or relationship-growth programs.
• Experience with behavioral segmentation, trigger-based campaigns, journey mapping, A/B testing, attribution, and performance dashboards, including partnering with analytics teams on reporting and optimization.
• Preferred experience with marketing, CRM, or analytics platforms such as HubSpot, Marketo, Salesforce, Adobe, GA4, Tableau, Power BI, or Looker.
• Familiarity with financial services marketing regulations, member data governance, accessibility standards, CAN-SPAM, and compliance review processes.
• Experience using automation or AI-enabled tools to improve marketing efficiency, personalization, testing, or journey optimization.

Benefits

• A competitive total rewards package with 4 weeks paid time off for full-time employees, work anniversary paid time off, paid volunteer time off, and 12 paid holidays
• Comprehensive medical, dental, and vision plans with employer contributions to supercharge your Health Savings Account
• Up to a 4% match on 401(k) contributions
• Up to twelve weeks of fully paid parental leave
• An extensive Employee Assistance Program that provides personalized care options for your whole household
• Ample opportunity to learn, develop and grow with access to LinkedIn Learning, career and leadership development programs, job shadowing, a mentor program, and tuition reimbursement up to $5,250/year