Lifecycle Manager: Audiences & Activation

Metro Credit Union has valuable member data across products, transactions, behaviors, and relationships. This role exists to turn that data into well-defined audiences and timely marketing experiences that help Metro acquire new members, deepen existing relationships, and make its marketing more relevant.

Reporting to the Vice President, Growth Marketing, you will lead audience strategy and activation across Metro’s CDP, behavioral data partners, online banking personalization, CRM, paid media and other future activation platforms. You will combine strategic thinking with hands on execution, building the audiences, governance, and testing practices that support measurable member and business growth.

• Metro’s audience strategy and activation roadmap across products, member segments and lifecycle stages.

• Audience creation, segmentation, taxonomy, governance, suppression logic, documentation, QA and optimization within the CDP and related platforms.

• The marketing use of Metro’s CDP and broader audience activation ecosystem.

• Cross channel audience activation across CRM, email, SMS, push, online banking personalization, Meta, Google, programmatic, display, CTV and future channels.

• A structured experimentation and testing roadmap covering audience, trigger, channel, activation and incrementality testing.

• Identify high value opportunities within behavioral, transactional, product and relationship data.

• Translate complex data signals into clear audience strategies that support acquisition, onboarding, cross sell, retention, reactivation and relationship growth.

• Build scalable audiences with accurate eligibility rules, suppression logic, channel requirements and activation workflows.

• Partner with Strategic Intelligence, Product, Brand Marketing, Retail, Lending and Operations to connect business priorities with actionable audience opportunities.

• Work closely with the Lifecycle Marketing Manager:
  Email & CRM, who will develop the communications, workflows and member experiences associated with these audiences.

• Analyze audience performance and recommend ways to improve targeting, personalization, product adoption, engagement, retention and member growth.

• Help evaluate predictive audiences, propensity models, and next best action approaches.

• Metro has a clear, scalable audience framework with consistent definitions, taxonomy, governance, documentation and suppression standards.

• Priority audiences are activated reliably across owned and paid channels.

• Business partners have a repeatable process for turning growth opportunities into testable audience strategies.

• Audience experiments generate actionable insights and measurable improvements.

• Predictive and next best action approaches are being evaluated and applied where they can improve member relevance and business outcomes.

• You are a self starter who is energized by growth, driven by results, and motivated by the opportunity to continuously improve outcomes and make a meaningful impact on the business.

• You enjoy finding opportunities hidden in customer or member data and turning them into real campaigns.

• You want to shape strategy but still enjoy working directly in platforms.

• You care equally about ambitious ideas and precise execution.

• You naturally ask who should receive a message, who should not, why now and how success will be measured.

• You enjoy collaborating across analytics, product, lifecycle, creative, paid media and technology teams.

You will use AI enabled tools thoughtfully to support audience discovery, segmentation, personalization, testing and performance analysis. You will be expected to apply sound judgment, protect member…