Responsibilities

• Develop and implement end-to-end lifecycle campaigns (brief, audience/offer strategy, creative requirements, build, QA, launch, and optimization) in partnership with product marketing leads and channel owners.
• Define journey maps and communication cadences that educate members on products, services, and tools-driving early activation, product primacy, and lifetime value.
• Develop rewards and experience frameworks that connect member behaviors and product engagement to meaningful, differentiated value and brand affinity.
• Translate insights and attrition indicators into prioritized onboarding, engagement, and retention workstreams for each product's lifecycle journey.
• Lead execution of multi-channel onboarding for new members, ensuring timely, coordinated touchpoints across email, mobile, direct mail, and digital channels.
• Build triggered and scheduled communications by product to drive early-life KPIs (e.g., first purchase/payment, direct deposit, initial funding, mobile adoption, rewards engagement), aligned to each product's lifecycle journey.
• Design save and win-back campaigns for members showing cancellation intent, declining usage, or reduced transaction activity.
• Track retention performance against defined metrics (e.g., churn reduction, save rate, lifetime value) and present insights and recommendations to marketing leadership.
• Leverage behavioral and transactional data to segment audiences and personalize messaging by product, channel, and lifecycle stage.
• Embrace and responsibly leverage AI-enabled tools to improve lifecycle marketing effectiveness (e.g., audience insights, personalization, experimentation, and workflow efficiency).
• Build and manage a proactive retention and re-engagement program that identifies at-risk and inactive members using predictive signals and behavioral triggers.
• Monitor relevant industry benchmarks to keep programs competitive and differentiated.
• Synthesize data and insights from multiple sources into campaigns and plans that meet member needs
• Establish measurement frameworks for lifecycle programs (e.g., engagement lift, NPS impact, incremental product adoption) to quantify outcomes and inform iteration.
• Establish the cross-functional operating rhythm for lifecycle initiatives (e.g., intake, prioritization, stakeholder reviews, and launch readiness) and ensure clarity on owners, timelines, and approvals.
• Incorporate cross-team feedback objectively and conduct ongoing reviews of marketing offer processes and procedures to ensure appropriate controls are executed.
• Conduct A/B and multivariate testing across subject lines, creative, offers, and timing to continuously improve open, click, and conversion rates.
• Apply insights from testing, analytics, and member feedback to prioritize roadmap enhancements and optimize lifecycle programs.
• Report on lifecycle performance via dashboards and recurring readouts (e.g., activation rate, product adoption, and 90-day engagement benchmarks) and use insights to refine targeting and messaging.
• Lead meetings, presentations, task forces, and marketing communications for retention, loyalty, and referral initiatives and assigned projects.