Sr Marketing Journey & Audience Strategy Lead

About the role

This is a high-impact, individual contributor role for someone who brings strong strategic thinking, technical skill, and ideas on how to improve marketing campaign effectiveness. This role is responsible for shaping and orchestrating marketing-led go-to-market (GTM) audience and journey strategies across Life Insurance and Annuities.

Responsibilities

• Lead audience and journey strategy across Life Insurance and Annuity go-to-market initiatives, establishing a coordinated approach to targeting, segmentation, prioritization, and engagement.
• Develop and evolve scalable audience and journey frameworks that connect campaigns into seamless, end-to-end multichannel experiences.
• Design, orchestrate, and optimize marketing journeys to improve engagement, lead quality, conversion, campaign efficiency, and overall marketing performance.
• Translate business objectives into clear audience definitions, journey logic, and technical requirements that guide campaign planning, creative development, and execution.
• Align Marketing Strategists around a holistic, portfolio-level approach to audience and journey planning, ensuring consistency across campaigns and business lines.
• Evaluate and manage audience overlap, fatigue, lead flow, and prioritization tradeoffs to improve marketing effectiveness and create a more consistent pipeline of qualified leads.
• Collaborate with Relationship Marketing, Data Analytics, Digital Execution, and other cross-functional teams to activate campaigns effectively, refine targeting strategies, and resolve execution challenges.
• Improve marketing visibility, orchestration, and performance across CRM and marketing technology platforms by identifying gaps and implementing best practices.
• Identify opportunities to strengthen marketing processes, collaboration models, and operational effectiveness across teams.
• Perform additional duties as assigned.

Requirements

The Experience You Bring:

• Bachelor's degree in Marketing, Business, Technology, or a related field, or equivalent combination of education and relevant experience.
• 8+ years of B2B marketing experience with expertise in audience strategy, segmentation, customer journey orchestration, and multichannel campaign planning across multiple lines of business.
• Proven success developing and optimizing data-driven marketing strategies that improve audience engagement, lead quality, conversion, and overall marketing performance.
• Strong understanding of CRM, marketing automation, and customer journey platforms, including Salesforce and Marketing Cloud.
• Experience translating business objectives into audience logic, journey rules, technical requirements, and scalable execution plans across marketing programs.
• Demonstrated ability to partner effectively with Data Analytics, Digital Execution, Sales, and Marketing teams to activate campaigns, solve complex challenges, and improve business outcomes.
• Strong analytical, strategic thinking, and problem-solving skills, with the ability to use data, testing, and insights to identify opportunities and drive continuous improvement.
• Proven ability to operate effectively at both strategic and execution levels, balancing long-term planning with operational excellence and process optimization.
• Excellent communication and presentation skills, including the ability to influence stakeholders and present strategies, recommendations, and performance insights to senior leadership.
• Strong organizational and prioritization skills, with the ability to manage multiple initiatives, navigate ambiguity, and lead through influence in a fast-paced environment.

Qualifications

Background in financial services or marketing to financial advisors is highly valued.