Senior Lifecycle Marketing Lead

About the role

OH0523 Independence Bus Office, OH0713 NW Bancshares HQ, PA0258 Bellevue, PA0736 Administration Center Job Description Northwest Bank is seeking a strategic and results-driven Senior Lifecycle Marketing Lead to own the development, execution, and optimization of personalized customer marketing programs across the customer lifecycle. This role will be responsible for driving engagement, retention, deepening relationships, and customer growth through the delivery of highly targeted, data-driven communications and experiences. The Senior Lifecycle Marketing Lead will drive the strategy and operations supporting Northwest's one-to-one marketing ecosystem, including email marketing, direct mail, customer journey orchestration, and Customer Data Platform (CDP) use case activation. Working at the intersection of marketing, data, technology, and customer experience, this individual will transform customer insights into relevant and timely communications that help customers achieve their financial goals while driving measurable business outcomes. This role serves as a key connector between Marketing, Digital, Analytics, Product, Technology, Operations, and Compliance teams to ensure personalized marketing initiatives are executed effectively and responsibly. The ideal candidate combines customer-centric thinking with analytical rigor and operational excellence, bringing a passion for leveraging data and technology to create more meaningful customer experiences. As Northwest continues to enhance its personalization capabilities, this role will help shape the future of relationship marketing by identifying opportunities to deliver the right message, to the right customer, at the right time, through the right channel.

Responsibilities

• Lifecycle Marketing Strategy & Execution
  • Develop and execute lifecycle marketing strategies that support customer acquisition, onboarding, engagement, retention, product adoption, and relationship deepening.
  • Create customer contact strategies and journey frameworks that improve customer experiences while driving business growth.
  • Lead cross-channel customer engagement programs across email and direct mail, with strong integration with other partners internally across CRM, digital marketing, and other key programs.
• Email Marketing and Customer Data Platform (CDP) Journey Orchestration and Activation
  • Own the strategy, execution, and optimization of email marketing campaigns and automated customer journeys.
  • Establish best practices related to audience targeting, personalization, testing (e.g., send times, subject lines, body content, etc.) deliverability, and performance monitoring.
  • Support