Responsibilities

• Design and maintain automated lifecycle programs that support every stage of the customer journey to deepen relationships and build loyalty, including New account welcome & onboarding; Activation and adoption of sticky services (e-statements, mobile app, bill pay, direct deposit, alerts, etc.); Engagement campaigns; Customer appreciation programs; Milestone and behavioral-triggered communications
• Partner with internal teams to identify lifecycle gaps, friction points, and opportunities for increased engagement or revenue
• Develop multi-channel retention programs using Automated Email Workflows (primary channel), Direct Mail for high-value or compliance-driven moments, Online Banking marketing communications within authenticated digital banking environments
• Optimize campaigns using A/B testing, versioning, dynamic content, segmentation, and behavior-based triggers
• Cross-Functional Collaboration with CRM, Product, Analytics, Brand, and Compliance teams; Collaborate with creative teams to refine messaging; Coordinate with internal data teams to define audiences, refine segmentation logic, and validate behavioral triggers
• Monitor performance of lifecycle programs and retention KPIs; Analyze campaign results and advocate for continuous optimization; Develop reporting dashboards and provide leadership recommendations
• Become a champion of the customer experience; Identify where lifecycle communications can reduce customer effort, eliminate confusion, or enhance value perception; Ensure consistent messaging and experience across all lifecycle touchpoints; Lead marketing role in customer servicing messaging across channels and experiences

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field; equivalent experience considered
• 5+ years experience in lifecycle marketing, loyalty and retention marketing, CRM, email automation, or related fields
• Experience with marketing automation platforms (e.g., Salesforce Marketing Cloud, Act-On, HubSpot, Marketo, or similar)
• Strong understanding of customer segmentation, behavioral triggers, and multi-channel journey execution
• Analytical mindset with experience using data to drive decisions; proficiency with reporting tools and A/B testing
• Excellent communication and collaboration skills
• Detail-oriented with experience managing multiple simultaneous projects
• Experience working with authenticated digital environments or online banking platforms preferred

Preferred

• Experience with financial services or regulated industries (preferred)
• Familiarity with compliance considerations in marketing (preferred)
• Certification or demonstrated expertise in marketing automation platforms (e.g., Salesforce Marketing Cloud, Act-On, HubSpot, Marketo) (preferred)

Benefits

• comprehensive benefits package
• Top Workplace 2025 (Atlantic Union Bank)
• Federally insured by FDIC and Equal Housing Lender