Lifecycle Marketing Manager- Financial Services

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.