Sr Manager, Lifecycle Marketing

About the role

Happen Bank is building a centralized lifecycle marketing function for the first time, and this role is at the heart of it. As Sr Manager of Lifecycle Marketing Strategy, you will own the programs, roadmap, and experimentation agenda that drive engagement, retention, and growth across the full customer journey, with a focus on our lending and banking products.

This is a builder role; you will help establish how lifecycle marketing operates at Happen Bank, from onboarding to cross-sell to trigger-based journeys, while developing the team and cross-functional relationships that make the work possible. We recently rebranded to Happen Bank, and this role arrives at exactly the right moment: as we step into a new brand identity, lifecycle marketing has a unique opportunity to define what that relationship with our members actually feels like.

Responsibilities

• Own the lifecycle marketing roadmap - prioritizing programs, setting goals, and partnering with the Sr Director to align strategy to business outcomes
• Own onboarding end-to-end across all owned channels, designing journeys that activate new members and set the foundation for long-term engagement
• Own the trigger and behavioral email roadmap, identifying opportunities to move from batch-and-blast to event-based, personalized communications
• Build and manage the experimentation agenda - designing tests, sequencing hypotheses across programs, and synthesizing results into team-wide learnings
• Partner with the growth analytics team to develop and manage a performance reporting framework that communicates lifecycle's contribution to revenue and LTV to senior leadership
• Work with PMM and creative teams on campaign briefs, messaging strategy, and experimentation ownership, building trust and clarity on roles and responsibilities
• Lead the launch and growth of SMS as a new marketing channel in partnership with the Sr Director, including workflow design and compliance requirements
• Use AI tools to accelerate brief development, campaign analysis, and team workflows - and model what an AI-enabled marketing team looks like in practice
• Lead and develop a high performing Lifecycle Marketing team

Requirements

• 8+ years of experience in lifecycle, CRM, retention, or growth marketing, with demonstrated success owning programs end-to-end; bachelor's degree or higher, or equivalent combination of education and experience
• You think in programs, not campaigns - you understand how onboarding, engagement, cross-sell, and retention connect across the customer journey
• You own experimentation as a discipline, designing tests with clear hypotheses, sequence them against business priorities, and build learning systems your team can act on
• You develop people intentionally - you have grown earlier-career marketers and you know the difference between delegating and developing
• You hold a high bar for how your team uses AI - pushing for adoption where it genuinely improves outcomes and maintaining rigor around data quality, oversight, and accountability. You're building team capability proactively, not waiting for a top-down directive
• You use AI to accelerate content development, audience analysis, and campaign optimization - and you're discerning about where editorial judgment still belongs to a human
• You've thought through brand and compliance implications of AI-generated content, and you're building workflows your team can trust and repeat
• You operate well with ambiguity - you can set direction when the playbook doesn't exist yet, and you bring others along without waiting for perfect information

Qualifications

• Nice to have: Experience with Salesforce Marketing Cloud (SFMC) or comparable platforms (Braze, Iterable, HubSpot); Familiarity with CDPs and how data infrastructure enables lifecycle personalization at scale; Background in consumer financial services or another regulated industry; Experience launching a net-new marketing channel (SMS, push, in-app); Exposure to LTV modeling or customer value measurement frameworks

Skills

• Strong communication and interpersonal skills
• Ability to lead and mentor a team
• Experience with AI and machine learning tools
• Excellent project management and organizational skills
• Understanding of customer journey mapping and lifecycle marketing

Benefits

• Medical, dental, and vision plans for employees and their families
• 401(k) match
• Health and wellness programs
• Flexible time off policies for salaried employees
• Up to 16 weeks paid parental leave

Pay

The target base salary range for this position is $183,000 - $215,000.

Schedule

We utilize a hybrid work model, and our teams are in-office Tuesdays, Wednesdays, and Thursdays. In-person attendance is essential for this role's success, and remote placement will not be considered.

Location

San Francisco

The above locations are eligible offices for this role.

Time Zone Requirements

Local hours (PT)

While the position will primarily work local hours, Happen Bank is headquartered in Pacific Time and our ideal candidate will be flexible working across time zones when necessary.

Travel Requirements

As needed travel to Happen Bank offices and/or other locations, as needed.