Director of Lifecycle Marketing - AXS

About the Role

Key Responsibilities

• Develop and lead a comprehensive lifecycle marketing strategy to nurture, retain, and re-engage customers.
• Oversee execution of personalized, automated messaging campaigns across email, SMS, push, and in-app channels.
• Define and optimize messaging strategies for key lifecycle stages, including onboarding, engagement, retention, and win-back.
• Collaborate with analytics and data teams to enhance segmentation and predictive targeting using data models.
• Lead A/B and multivariate testing for messaging, subject lines, send times, and content personalization.
• Analyze customer behavior and campaign performance to refine strategies and improve conversions.
• Partner with MarTech to implement personalization and recommendation engines.
• Maintain best practices for deliverability and messaging hygiene to ensure inbox placement.
• Manage end-to-end process for one-off email campaigns (
• E-Cards”) requested by account managers.
• Streamline workflows and communication with account managers to ensure timely campaign deployment.
• Collaborate with data teams to refine segmentation and improve E-Card targeting and engagement.
• Partner with MarTech to optimize Salesforce Marketing Cloud integrations and scale campaign delivery.
• Maintain an ongoing A/B testing roadmap to optimize campaign creative, timing, targeting, and personalization.
• Collaborate with MarTech and engineering to improve automation, data integrations, and system workflows.
• Mentor and lead a team of lifecycle marketing managers and specialists, ensuring adoption of best practices.
• Manage relationships with key technology vendors, including CRM platforms and personalization tools.
• Ensure global compliance with regulations (e.g., CAN-SPAM, GDPR, TCPA), and partner with legal to manage opt-in and consent policies.

Requirements

• BA/BS degree (4-year) in Marketing, Communications, or a related field.
• 7+ years of experience developing and executing lifecycle marketing programs across email, push notifications, SMS, and other retention channels.
• Proven track record of leveraging customer data and predictive modeling to build highly segmented and personalized campaigns.
• Strong analytical background with expertise in measuring campaign performance, improving LTV, and optimizing retention through A/B testing and data-driven insights.
• Experience managing both automated and one-off email campaigns, with a focus on optimizing workflows and streamlining deployment processes.
• Demonstrated ability to collaborate with data and MarTech teams to build and optimize marketing data infrastructure, ensuring clean data flows into Salesforce Marketing Cloud for effective segmentation and automation.
• Technical expertise in Salesforce Marketing Cloud, including hands-on experience with Journey Builder, Automation Studio, Ampscript, and SQL, with the ability to troubleshoot and optimize workflows.
• Proven success in recruiting, mentoring, and managing lifecycle marketing specialists, ensuring best practices, resource alignment, and team development.
• Experience partnering with multiple stakeholders, including international marketing teams, to create unified messaging templates that ensure consistent branding and communication across global markets.
• Advanced understanding of customer lifecycle strategies and CRM-driven engagement across email, push, SMS, and other retention channels.
• Strong ability to analyze campaign metrics, test strategies, and drive continuous improvement through A/B testing and performance reporting.
• Familiarity with compliance and messaging best practices, including CAN-SPAM, GDPR, and TCPA, and strategies to maintain high inbox placement and engagement rates.

Nice to Have

• Experience with AI-driven customer engagement tactics.
• Experience managing relationships with multiple technology vendors.
• Experience working with international marketing teams to create global messaging strategies.

Qualifications

• Bachelor's degree in Marketing, Communications, or a related field.
• 7+ years of experience in lifecycle marketing.

Benefits & Perks

• Medical, dental, and vision insurance.
• Paid holidays, vacation, and sick time.
• Company paid basic life insurance and voluntary life insurance.
• Parental leave.
• 401(k) plan with a 3% employer match.
• Flexible spending and health savings account options.
• Wellness offerings.
• Opportunities for learning and education reimbursement.