Lifecycle Marketing Manager- Financial Services

About the role

The Lifecycle Marketing Manager is responsible for designing, evolving, and optimizing lifecycle marketing strategies for workplace participants. This role involves defining lifecycle frameworks, journey architecture, and engagement models to improve participant behavior, financial outcomes, and plan sponsor value.

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).
• 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.
• 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.

Qualifications

• Experience influencing product roadmaps and embedding marketing strategies into digital experiences.
• Experience working in regulated environments and navigating Legal, Compliance, and Risk considerations.

Skills

• Strategic thinking and problem-solving skills.
• Excellent communication and interpersonal skills.
• Ability to work collaboratively with cross-functional teams.
• Strong project management and organizational skills.
• Knowledge of financial services and workplace benefits industry.

Benefits

• Medical, dental, vision and life insurance
• Roth and Traditional 401(k) plans 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.

Pay

$96,100.00 - $135,700.00

Schedule

Full-time