Lifecycle Marketing Manager
Role Summary
The Lifecycle Marketing Manager is responsible for developing, executing, and optimizing lifecycle and marketing automation programs that drive engagement, conversion, and retention across the customer journey. This role requires technical expertise and deep marketing experience. To create data-driven campaigns that deliver personalized, compliant, and measurable experiences.
Essential Duties and Responsibilities
Design and execute lifecycle marketing programs: Working with stakeholders like Product Marketing and collaborating with Creative Services, own the development, execution, and continuous optimization of lifecycle and nurture campaigns across acquisition, onboarding, engagement, and retention stages. Build sophisticated, multi-stage customer journeys primarily within Salesforce Marketing Cloud (SFMC) to deliver personalized, data-driven experiences at scale. Work within Mail Chimp as required until all assets are transitioned to SFMC.
Lead SFMC optimization and platform ownership: Serve as the enterprise owner and SME for SFMC (plus Mailchimp and Snappy Kraken). In partnership with IT, conduct a full audit and lead remediation: refactor data extensions and automations, standardize naming/QA, deprecate legacy assets, harden governance, and implement monitoring/playbooks to improve reliability, speed, and scalability.
Create and optimize audience segmentation and personalization: Partner with the Director-Digital Marketing and Digital Content& Insights Lead as well as business unit clients to define audience strategies, segmentation frameworks, and personalization logic that drive engagement and conversion. Leverage CRM and first-party data to deliver relevant, compliant, and journey-aligned communications.
Build and deploy creative, responsive communications: Develop and QA dynamic, modular, and responsive email templates using HTML, AMPscript for personalization and SQL for data segmentation and automation. Ensure all communications meet brand standards, accessibility requirements, and deliverability best practices across devices and platforms.
Maintain compliance, governance, and operational excellence: Maintain strict adherence to CAN-SPAM, GDPR, and other data privacy regulations. Document and enforce standards for campaign QA, approval, and deployment. Collaborate with marketing operations, compliance, and data teams to uphold governance and deliver a seamless, compliant customer experience. Maintain unsubscribe data according to compliance protocols.
Minimum Qualifications
5+ years digital marketing automation experience; including direct responsibility for email marketing automation strategy and execution in Salesforce Marketing Cloud with demonstrated success developing and optimizing automated email and nurture programs.
Bachelor’s degree in Computer Science, IT, Marketing, Communications, Business, or a related field; equivalent combination of education and significant marketing automation experience may be considered.
Extensive hands-on experience with Salesforce Marketing Cloud (SFMC), including Journey Builder, Email Studio, Automation Studio, and Contact Builder. Proven ability to audit and optimize an existing instance, refactoring data extensions, automations, and governance processes.
Working knowledge of Mailchimp and Snappy Kraken or similar marketing automation platforms.
Proficiency in HTML, CSS, SQL, and AMPscript for building, customizing, and troubleshooting responsive, dynamic email templates.
Proficiency in data integration between SFMC and Salesforce CRM, including segmentation, lead routing, and consent management.
Deep understanding of email deliverability, domain health, and reputation management, including authentication, IP warm-up, and inbox placement.
Demonstrated ability to analyze campaign performance using GA4, SFMC analytics, or similar tools, identify trends, and translate findings into actionable optimization plans.
Familiarity with GDPR, CAN-SPAM, and global data-privacy and consent regulations; experience managing unsubscribe systems such as Unsub Central.
Strong organizational and project-management skills with the ability to manage multiple campaigns, priorities, and stakeholders simultaneously.
Excellent verbal, written, and interpersonal communication skills, with strong attention to detail and accuracy.
Preferred Qualifications
7–10 years of experience in lifecycle, CRM, or digital marketing, including direct responsibility for email marketing automation strategy and execution.
Experience leveraging Salesforce Einstein and Mobile Studio for predictive insights, personalization, and multi-channel engagement.
Experience leading or mentoring marketing automation specialists or developers, with the ability to establish best practices and process documentation.
Experience in financial services, professional services, or other regulated industries with established legal/compliance review processes.
Experience in Agile environments and comfort collaborating through iterative, cross-functional project cycles.
Experience using email QA and testing tools (e.g., Litmus, Email on Acid) and campaign tagging systems such as Claravine.
Strong problem-solving skills and the ability to prioritize and perform effectively under tight deadlines.
Experience in Adobe Experience Manager (AEM), Adobe Assets, or Adobe Creative Cloud, and understanding of how creative workflows integrate with campaign execution.
Experience with SFMC Intelligence (Datorama), Tableau, or similar analytics and visualization tools.
Experience in developing clear technical and functional documentation, including user guides, workflow diagrams, and campaign playbooks.
Experience using SFMC Email Quality and Testing Tools (e.g., Litmus, Email on Acid).
Experience in developing and maintaining unsubscribe data according to compliance protocols.
Benefits
Your benefits start day one and are flexible and customizable to your and your family’s specific needs. Check out the BENEFITS of a Career at National Life!