Member Lifecycle Strategy & Engagement Manager

Responsibilities

• Define and evolve the lifecycle framework across acquisition, onboarding, activation, engagement, renewal, retention, advocacy, and household growth — overseeing all member touchpoints, engagement offers, and member communication, identifying pain points and implementing improvements to increase renewal rates.
• Prioritize initiatives that improve activation, retention, stickiness, and customer lifetime value.
• Analyze member behavior, market trends, competitive dynamics, and operational performance to identify opportunities that strengthen membership value and market differentiation.
• Develop member segmentation strategies based on behaviors, needs, tenure, household relationships, value, and engagement patterns to deliver personalized experiences at scale.
• Partner with Analytics and Finance to understand the drivers of member retention, renewal, household growth, and lifetime value, translating insights into actionable lifecycle strategies.
• Evaluate and develop loyalty, rewards, recognition, and benefit strategies — including earning structures, redemption categories, and partner benefits — that reinforce member engagement and retention objectives and connect to AAA's broader membership identity.
• Partner with Marketing, Digital Engineering, Analytics, Finance, Legal, and Operations teams to align priorities and deliver cohesive member experiences.
• Define and monitor key performance indicators including member engagement, retention, and member satisfaction; translate insights into actionable decisions.
• Track outcomes obsessively with dashboards, turning data into actionable next steps that accelerate impact.
• Build trusted relationships across the organization by driving collaboration, communicating clearly, influencing without direct authority, and maintaining focus on member and business outcomes.

Requirements

• Minimum 7 years leading customer lifecycle strategy, membership programs, loyalty or retention programs, subscription businesses, or related consumer services through the full customer or member lifecycle.
• Demonstrated experience developing customer, member, subscriber, loyalty, or retention strategies that improved engagement, retention, renewal, customer lifetime value, or household growth.
• Experience designing lifecycle frameworks, customer journey maps, engagement models, segmentation strategies, or retention programs for membership, loyalty, subscription, financial services, travel, hospitality, insurance, or consumer business.
• Strong strategic thinking skills with the ability to connect vision into execution plans, business cases, and measurable outcomes.
• Proven ability to partner with Analytics or Data Science teams to define success metrics, design experiments, interpret results, and translate findings into member journey improvements.
• Experience working cross-functionally with Marketing, Finance, Operations, Legal, and executive stakeholders to influence decisions and deliver results.
• AI-fluent and comfortable leveraging modern tools to accelerate analysis, prototyping, communication, and execution.
• Bachelor's degree in a technical, quantitative, or business field, or equivalent practical experience.

Benefits

• Remarkable benefits:
• - Health coverage for medical, dental, vision
• - 401(K) saving plans with company match AND Pension
• - Tuition assistance
• - Floating holidays and PTO for community volunteer programs
• - Paid parental leave
• - Wellness programs
• - Employee discounts (membership, insurance,
• travel, entertainment, services and more!)