Lifecycle Marketing Manager- Financial Services

Empower Retirement, LLC is dedicated to transforming financial lives through a flexible work environment and a focus on well-being. The Lifecycle Marketing Manager will design and oversee participant-centric lifecycle marketing strategies, ensuring alignment with business objectives and driving engagement across various channels.

Responsibilities:

• Define and own the end-to-end lifecycle marketing strategy for workplace participants in their segment, including lifecycle frameworks, journey architecture, and engagement models
• Lead the design of state-based lifecycle journeys across key milestones (e.g., onboarding, enrollment, contribution optimization, job changes, retirement readiness), ensuring alignment to participant needs and business objectives
• Establish and evolve segmentation and personalization strategies, leveraging behavioral, demographic, and financial data to drive relevance at scale
• Partner with Product and Digital teams to embed lifecycle journeys into participant-facing platforms, influencing feature prioritization and experience design
• Drive multi-channel orchestration strategy across email, web, mobile, and advisor-supported channels to deliver cohesive participant experiences
• Influence lifecycle performance measurement frameworks, including KPIs tied to plan engagement, engagement with Empower tools/content/advice, and ultimately better financial outcomes
• Lead test-and-learn strategy, defining experimentation roadmaps and scaling successful approaches across the participant lifecycle
• Translate data insights into strategic recommendations and influence senior stakeholders on lifecycle optimization opportunities
• Act as a subject matter expert on lifecycle marketing within the organization, guiding best practices and elevating team capabilities
• Ensure all lifecycle programs meet legal, regulatory, and client compliance requirements in partnership with Legal, Compliance, and Risk teams
• Drive cross-functional alignment across Marketing, Product, Analytics, and Relationship Management to ensure consistent and effective execution of lifecycle initiatives
• Maintain and evolve lifecycle documentation, including journey maps, segmentation frameworks, and strategic playbooks

Requirements:

• Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent experience
• 8–12+ years of experience in lifecycle, CRM, or engagement marketing, preferably within financial services or workplace benefits
• Familiarity with participant engagement in employer-sponsored benefit plans (e.g., retirement, HSA, equity plans)
• Demonstrated experience owning lifecycle marketing strategy and driving measurable business outcomes (e.g., engagement, retention, contribution rates)
• Deep expertise in lifecycle marketing disciplines, including journey design, segmentation, personalization, and multi-channel orchestration
• Strong analytical capability, with experience defining measurement frameworks and translating data into strategic action
• Experience influencing product roadmaps and embedding marketing strategies into digital experiences
• Advanced experience with marketing automation and CRM platforms (e.g., Salesforce Marketing Cloud or similar)
• Proven ability to operate in a highly matrixed environment and influence without direct authority
• Strong executive communication skills, with the ability to present strategies and insights to senior stakeholders
• Experience working in regulated environments and navigating Legal, Compliance, and Risk considerations