Sr Lifecycle Marketing Manager

About the role

PenFed is hiring a (Hybrid) Sr. Lifecycle Marketing Manager at our Omaha, Nebraska Service Center. This role leads lifecycle strategy and program execution to increase member activation, deepen product engagement, and improve retention across PenFed's consumer banking portfolio.

Responsibilities

• Develop and implement end-to-end lifecycle campaigns (brief, audience/offer strategy, creative requirements, build, QA, launch, and optimization) in partnership with product marketing leads and channel owners.
• Define journey maps and communication cadences that educate members on products, services, and tools-driving early activation, product primacy, and lifetime value.
• Develop rewards and experience frameworks that connect member behaviors and product engagement to meaningful, differentiated value and brand affinity.
• Translate insights and attrition indicators into prioritized onboarding, engagement, and retention workstreams for each product's lifecycle journey.
• Lead execution of multi-channel onboarding for new members, ensuring timely, coordinated touchpoints across email, mobile, direct mail, and digital channels.
• Build triggered and scheduled communications by product to drive early-life KPIs (e.g., first purchase/payment, direct deposit, initial funding, mobile adoption, rewards engagement), aligned to each product's lifecycle journey.
• Design save and win-back campaigns for members showing cancellation intent, declining usage, or reduced transaction activity.
• Track retention performance against defined metrics (e.g., churn reduction, save rate, lifetime value) and present insights and recommendations to marketing leadership.
• Leverage behavioral and transactional data to segment audiences and personalize messaging by product, channel, and lifecycle stage.
• Embrace and responsibly leverage AI-enabled tools to improve lifecycle marketing effectiveness (e.g., audience insights, personalization, experimentation, and workflow efficiency).
• Build and manage a proactive retention and re-engagement program that identifies at-risk and inactive members using predictive signals and behavioral triggers.
• Monitor relevant industry benchmarks to keep programs competitive and differentiated.
• Synthesize data and insights from multiple sources into campaigns and plans that meet member needs.
• Establish measurement frameworks for lifecycle programs (e.g., engagement lift, NPS impact, incremental product adoption) to quantify outcomes and inform iteration.
• Establish the cross-functional operating rhythm for lifecycle initiatives (e.g., intake, prioritization, stakeholder reviews, and launch readiness) and ensure clarity on owners, timelines, and approvals.
• Incorporate cross-team feedback objectively and conduct ongoing reviews of marketing offer processes and procedures to ensure appropriate controls are executed.
• Conduct A/B and multivariate testing across subject lines, creative, offers, and timing to continuously improve open, click, and conversion rates.
• Apply insights from testing, analytics, and member feedback to prioritize roadmap enhancements and optimize lifecycle programs.
• Report on lifecycle performance via dashboards and recurring readouts (e.g., activation rate, product adoption, and 90-day engagement benchmarks) and use insights to refine targeting and messaging.
• Lead meetings, presentations, task forces, and marketing communications for retention, loyalty, and referral initiatives and assigned projects.

Qualifications

• Equivalent combination of education and experience is considered.
• Bachelor's degree in Marketing, Business, Communications, or a related field required; MBA or advanced degree a plus.
• Minimum 5 years of progressive marketing experience in the Financial Services industry, with a minimum of 3 years focused on lifecycle, loyalty, or retention marketing.
• Experience in financial services product marketing and member/customer loyalty programs preferred.
• Demonstrated success managing credit card or lending product marketing programs, including early-lifecycle and activation campaigns.
• Experience in Salesforce Marketing Cloud preferred.
• Experience in using A.I. tools preferred.

Skills & Competencies

• Strong command of segmentation, audience targeting, and campaign analytics; experience translating data into clear business insights.
• Proficiency in email, SMS, direct mail, and in-app messaging channel strategy and execution.
• Familiarity with loyalty program mechanics, rewards structures, and member engagement frameworks.
• Excellent project management skills with the ability to manage multiple concurrent programs in a fast-paced environment.
• Strong written and verbal communication skills; comfortable presenting to leadership and cross-functional stakeholders.
• Self-starter with the ability to work collaboratively, prioritize, and meet deadlines.

Supervisory Responsibility

This position will not supervise employees.

Benefits

At PenFed, we offer a robust benefits package designed to support you both personally and professionally. You'll have access to comprehensive health, dental, and vision plans; paid time off; and family-friendly benefits like paid parental leave, care support, and fitness center access. Financial wellness is encouraged through features like a 401(k) match, employee loan discounts, and fully paid life and disability coverage. We also support growth via education assistance, community involvement, and volunteer opportunities.