Senior Manager, Lifecycle Marketing

Responsibilities

• Lead, coach and develop the CRM and Email team, creating clear priorities, accountability and opportunities for continued growth.
• Own and evolve the Trade lifecycle marketing strategy and roadmap across advisor onboarding, activation, engagement, training, conversion, retention and re-engagement.
• Translate commercial goals and customer insights into automated, personalized and measurable lifecycle programs.
• Use segmentation, behavioral data, triggers, personalization and testing to deliver increasingly relevant advisor experiences and improve commercial performance.
• Champion a test-and-learn culture, using performance insights and meaningful KPIs to identify opportunities and continuously improve lifecycle programs.
• Partner across Sales, Marketing, Partner Marketing, Training, Brand, Product, Data & Insights and Technology, building alignment and influencing priorities without relying on formal authority.
• Act as a trusted lifecycle marketing advisor, listening to different perspectives, constructively challenging assumptions and recommending solutions based on business and customer outcomes.
• Build strong partnerships with our DTC CRM & Retention and Technology teams to share expertise, solve common challenges and make effective use of shared capabilities.
• Maintain sufficient technical understanding to coach and challenge the team, troubleshoot when needed and provide occasional hands-on support during exceptional business or capacity needs.
• Maintain strong standards across data quality, consent, privacy, email governance, workflows, quality assurance and performance reporting.

Requirements

• Significant progressive experience in lifecycle marketing, CRM or marketing automation, ideally within a B2B or B2B2C environment.
• Demonstrated people leadership experience, with a genuine commitment to coaching, developing and empowering team members.
• Proven experience developing lifecycle marketing strategy and translating commercial objectives into customer journeys, automation and measurable programs.
• Strong understanding of segmentation, personalization, behavioral and transactional triggers, testing, optimization and lifecycle performance.
• Strong cross-functional leadership skills with the ability to build relationships, influence without authority and create alignment across different stakeholder groups.
• Technical credibility across CRM and marketing automation platforms, with enough hands-on experience to effectively guide practitioners and challenge solutions.
• A track record of using data, customer insights and performance results to shape recommendations and improve engagement, conversion or commercial outcomes.
• Strong communication and project-management skills, with the ability to balance strategic initiatives, day-to-day delivery, competing priorities and team capacity.
• Ability to work hybrid in Costa Mesa, California.

Preferred

• Hands-on experience with Salesforce Marketing Cloud, including Journey Builder, automation workflows, segmentation, personalization and email execution, is strongly preferred
• Working knowledge of HTML and email scripting such as AMPscript is advantageous.
• Experience leading lifecycle transformation, personalization, CRM automation or customer journey redesign.
• Experience within travel, hospitality, retail, e-commerce or another customer- or partner-led environment.
• Experience supporting B2B partner onboarding, education, engagement, retention or sales enablement through lifecycle marketing.
• Experience working within a multi-brand or global organization and collaborating across shared CRM, data and technology resources.