Sr. Director, Lifecycle & Performance Marketing - Zelle

About the role

Lead the strategy, planning, and execution of lifecycle and performance marketing for Zelle across consumer and small business audiences. This role is responsible for driving customer enrollment, activation, engagement, retention, and transaction growth through coordinated marketing programs executed in partnership with financial institutions, product, analytics, operations, and external partners.

Responsibilities

• Define the lifecycle marketing vision and roadmap across enrollment, onboarding, first transaction, repeat usage, engagement, retention, and reactivation.
• Develop integrated performance marketing strategies that drive enrollment, transaction growth, and long-term customer value across consumer and small business use cases.
• Partner with owner banks, direct connect financial institutions, and internal stakeholders to improve adoption and execution of lifecycle marketing programs.
• Establish segmentation, targeting, testing, and measurement frameworks to improve marketing effectiveness and optimize business outcomes.
• Translate customer behavior, transaction data, campaign results, and market insights into actionable recommendations for growth and optimization.
• Develop measurement standards, dashboards, and reporting frameworks to evaluate lifecycle and performance marketing effectiveness across the Zelle network.
• Identify opportunities to improve customer engagement, reduce friction points, and increase conversion throughout the customer journey.
• Manage agency and vendor relationships related to lifecycle strategy, marketing technology, analytics, and performance optimization.
• Build organizational capabilities, operating processes, and strategic planning routines for the lifecycle and performance marketing function.
• Coach, develop, and lead a high-performing lifecycle and performance marketing team, including two Senior Manager direct reports responsible for Consumer and Small Business marketing strategies and execution.
• Ensure all marketing programs align with regulatory, compliance, brand, and risk management standards.

Requirements

Bachelor’s degree in marketing, business, or a related field, or equivalent experience. Typically 15+ years of progressive experience in lifecycle marketing, performance marketing, or customer engagement strategy. 5+ years of people leadership experience managing and developing high-performing marketing teams. Experience developing data-driven lifecycle or growth marketing strategies at scale. Experience working within highly matrixed organizations and influencing cross-functional stakeholders. Strong analytical and strategic planning capabilities with experience using customer and performance data to drive decision making. Experience leading integrated marketing initiatives across multiple customer segments and channels. Strong executive communication and presentation skills. Experience managing agency and external partner relationships.

Qualifications

• Experience in financial services, payments, fintech, banking, or regulated industries.
• Familiarity with real-time payments, digital wallets, small business payments, or adjacent fintech ecosystems.
• Experience building lifecycle marketing frameworks where execution occurs through external partners or owned channels outside direct control.
• Knowledge of customer journey mapping, segmentation strategies, and marketing performance optimization.
• MBA or advanced degree preferred.