Lifecycle Marketing Manager – Financial Services
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Job Description
Lifecycle Marketing Manager creating and executing participant-centric lifecycle marketing strategies within financial services. Leading cross-functional teams to drive measurable improvements in participant behavior and engagement.
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.
Benefits:
- Medical, dental, vision and life insurance
- Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
- Tuition reimbursement up to $5,250/year
- Business-casual environment that includes the option to wear jeans
- Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
- Paid volunteer time — 16 hours per calendar year
- Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
- Business Resource Groups (BRGs) – BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play. BRGs are open to all.
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