Lifecycle Marketing Manager- Financial Services

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Responsibilities • Define and own the end-to-end lifecycle marketing strategy for workplace participants in their segment, including lifecycle frameworks, journey architecture, and engagement models. • Lead the design of state-based lifecycle journeys across key milestones (e.g., onboarding, enrollment, contribution optimization, job changes, retirement readiness), ensuring alignment to participant needs and business objectives. • Establish and evolve segmentation and personalization strategies, leveraging behavioral, demographic, and financial data to drive relevance at scale. • Partner with Product and Digital teams to embed lifecycle journeys into participant-facing platforms, influencing feature prioritization and experience design. • Drive multi-channel orchestration strategy across email, web, mobile, and advisor‑supported channels to deliver cohesive participant experiences. • Influence lifecycle performance measurement frameworks, including KPIs tied to plan engagement, engagement with Empower tools/content/advice, and ultimately better financial outcomes. • Lead test‑and‑learn strategy, defining experimentation roadmaps and scaling successful approaches across the participant lifecycle. • Translate data insights into strategic recommendations and influence senior stakeholders on lifecycle optimization opportunities. • Act as a subject matter expert on lifecycle marketing within the organization, guiding best practices and elevating team capabilities. • Ensure all lifecycle programs meet legal, regulatory, and client compliance requirements in partnership with Legal, Compliance, and Risk teams. • Drive cross‑functional alignment across Marketing, Product, Analytics, and Relationship Management to ensure consistent and effective execution of lifecycle initiatives. • Maintain and evolve lifecycle documentation, including journey maps, segmentation frameworks, and strategic playbooks.

Requirements • Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent experience. • 8–12+ years of experience in lifecycle, CRM, or engagement marketing, preferably within financial services or workplace benefits. • Familiarity with participant engagement in employer-sponsored benefit plans (e.g., retirement, HSA, equity plans). • Demonstrated experience owning lifecycle marketing strategy and driving measurable business outcomes (e.g., engagement, retention, contribution rates). • Deep expertise in lifecycle marketing disciplines, including journey design, segmentation, personalization, and multi‑channel orchestration. • Strong analytical capability, with experience defining measurement frameworks and translating data into strategic action. • Experience influencing product roadmaps and embedding marketing strategies into digital experiences. • Advanced experience with marketing automation and CRM platforms (e.g., Salesforce Marketing Cloud or similar). • Proven ability to operate in a highly matrixed environment and influence without direct authority. • Strong executive communication skills, with the ability to present strategies and insights to senior stakeholders. • Experience working in regulated environments and navigating Legal, Compliance, and Risk considerations.