Manager, Customer Lifecycle Marketing
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Job Description
Manager, Customer Lifecycle Marketing at Benepass responsible for customer engagement and lifecycle programs. Collaborating cross-functionally to optimize the post-sale marketing experience for employers and their employees.
Responsibilities:
- Define how Benepass engages customers and members across onboarding, activation, engagement, and renewal
- Build lifecycle programs that drive adoption, education, and sustained usage
- Identify gaps in the customer journey and develop programs to improve the overall experience
- Develop campaigns that increase benefit awareness, card usage, and program adoption
- Create communications tied to key lifecycle moments (launch, open enrollment, seasonal usage)
- Translate complex benefits and financial concepts into simple, compelling messaging
- Build and manage lifecycle campaigns across email, in-product messaging, printed materials, and other touchpoints
- Own segmentation and targeting to deliver relevant messaging to different audiences
- Ensure communications are timely, clear, and aligned with customer needs
- Support time-sensitive and ad hoc campaigns (e.g., product updates, compliance changes, critical customer communications), ensuring rapid and high-quality execution
- Collaborate with Product Marketing and Customer Success to support launches, renewals, and expansion opportunities
- Develop scalable frameworks for client-specific communications where needed
- Balance customization with consistency and operational efficiency
- Define and track lifecycle KPIs (activation, engagement, utilization)
- Run experiments to improve campaign performance and effectiveness
- Use insights to inform broader marketing, product, and customer strategy
Requirements:
- 4-7+ years in customer, member, and/or lifecycle marketing roles
- Experience in B2B2C environments or marketing to both business buyers and end users
- Experience targeting various user personas across industries, including hard-to-reach populations and HR administrators
- Strong experience building and executing lifecycle or engagement campaigns across multiple channels
- Excellent writing and communication skills, with the ability to simplify complex concepts
- Experience working with CRM or marketing automation platforms (e.g., Customer.io, Braze, Iterable)
- Comfortable with segmentation, targeting, and event-driven or triggered communications
- Strong cross-functional collaborator, with experience partnering with Customer Success, Product, and Engineering
- Analytical mindset with experience tracking performance and driving optimization
- Ability to balance scalable programs with targeted, client-specific initiatives
- Experience in SaaS, fintech, benefits, healthcare, or similarly complex industries preferred
Benefits:
- 95% coverage of medical, dental, and vision
- $250 WFH setup (one time)
- $500/year Learning & Development Benefit
- $150/month cell phone + internet
- $100/month Wellness
- $100/month Co-working and Commuter Benefit
- Flexible PTO
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