Consumer Lifecycle Marketing Manager

About the Role

The Consumer Lifecycle Marketing Manager will drive Customer Lifetime Value (CLV) by crafting acquisition, onboarding, cross-inform, activation, engagement, and win-back strategies. This role focuses on integrated strategies driving deposit, loan, and product growth across the enterprise through data-driven strategies and campaigns. Responsibilities include aligning business lines, elevating the Spend Life Wisely (SLW) message, strengthening customer trust, deepening relationships, and delivering measurable results while optimizing marketing investments and managing budgets.

The goal is to produce measurable, full-funnel results by engaging the right person, with the right offer, in the right channel, at the right time. Key metrics include Customer Acquisition Cost (CAC) and Return on Marketing Investment (ROMI). This role involves both strategy and execution, partnering with line of business leaders, community bank leadership, and department leaders to identify growth opportunities, select high-propensity targets, craft offers, and develop and launch campaigns.

Areas of Focus

• Retail: Lead the team that develops and implements strategies to drive retail deposit and loan growth through acquisition, activation, and cross-inform campaigns. Engage customers through the entire lifecycle from awareness to conversion and upsell. Equip bankers with tools and insights to serve customers and position the bank as their trusted financial partner.
• Community Banks: Support community bank growth by driving deposit and loan expansion while reinforcing brand trust. Develop region-specific strategies tailored to local market needs and target audiences. Partner with community bank marketing teams to establish clear processes, performance metrics, and strategic guidance aligned with the SLW message.
• Supervision: Manage a team of four direct reports focused on supporting Community Bank events, sponsorships, and local special offers.
• Community Bank & SLW Event Coordination: Manage community bank event strategies, marketing requests, and oversee in-person channel experiences, including print, lobby, and frontline marketing assets.
• Design: Oversee the design and creative function to maintain brand consistency and deliver graphics and visual assets for campaigns, leadership, and business units.
• Compliance: Serve as the First Line of Defense for compliance, reviewing advertising and campaign materials.
• Brand Experience: Lead digital engagement strategies across social media and community channels, driving participation and brand adoption through event-driven campaigns (e.g., UAK, seasonal initiatives).

Responsibilities

• Proactively engage product and community bank partners to identify opportunities for customer acquisition, product adoption, and penetration within targeted segments.
• Oversee the team supporting local Community Bank events and sponsorships, and manage in-branch materials by monitoring use patterns, campaign schedules, and Community Bank feedback.
• Research market dynamics, including market share and competitor strengths, positioning, and activities.
• Collaborate with data and analytics teams to identify high-revenue segments.
• Research micro-journeys target segments take to explore, consider, purchase, and adopt new products.
• Create offer, channel, cadence, and messaging strategies to accelerate target segments through their micro-journeys, focusing on direct channels, owned properties, events, retargeting, paid and search digital media, and SLW activities.
• Work with creative, agency, leadership, project management, and marketing innovation teams to construct a channel strategy built around the customer: digital, in-person, owned, producer, etc.
• Partner with analytics to measure campaign performance using methods such as A/B testing, multi-variant testing, and lift/baseline analysis.
• Manage financial aspects, including cost-per-acquisition efficiency, revenue, product/service unit sales, customer relationships, profitability goals, and direct marketing budget.
• Meet frequently with bankers and their leaders to understand their sales environment, challenges, and ways to achieve annual goals.
• Act as a thought leader in journey-directed marketing, using customer profile and engagement data to "meet the customer where they are."
• Provide insights on high-propensity customer segments, current penetration, cross-sell ratios, and growth opportunities.
• Complete all required compliance exams annually and adhere to First United policies and procedures.
• Perform other duties as assigned by the manager.

Performance Metrics

• Full completion of agreed-upon campaigns: strategy, sizing, messaging/offers, build, training, launch, tracking, and measurement.
• Achievement of campaign metrics: quantities, engagement rates, application starts and completions, balances, and budget.
• Lift over baseline growth performance.
• Direct reports’ achievement of goals and execution of projects.

Requirements

• Bachelor’s degree in Marketing, Business, or related discipline (required). MBA preferred.
• Minimum of eight (8) years of experience in product marketing, strategic marketing, channel marketing, or agency experience.
• Experience working directly with financial services, B2B, or tech verticals.
• Demonstrated knowledge of building data-driven, multi-channel, direct marketing campaigns.
• Ability to execute campaigns via MAP and/or CRM systems like Salesforce, HubSpot, Marketo, etc.
• Proactive communicator with a track record of strong teamwork and collaboration across all levels.
• Ability to act as a marketing, segmentation, Voice of Customer (VoC), and communications subject matter expert (SME) for internal partners.

Skills

• Demonstrated success in brand strategy and growth for a challenger brand.
• Considerable experience utilizing internal and external resources for managing large, sophisticated integrated marketing and brand-building campaigns involving events, partnerships, and promotions.
• Proven success with analytics-based development of strategy and execution of annual plans.
• Exceptional interpersonal skills and ability to work well with a wide range of people.
• Strong initiative in developing and completing projects on time.
• Strong leadership skills and sound, ethical judgment.
• Demonstrated ability to collaborate effectively across multifunctional teams.
• High energy, disciplined, and positive outlook.

Locations: Durant-Corporate, Plano-Parkwood