AVP, H&W Lifecycle Marketing

Role Summary/Purpose

• Develop and execute campaign strategies that drive awareness and engagement with our industries, partners and product capabilities. (What's New program, Market Spotlight, Well U blog promotion, etc.)
• Deliver execution and optimization of recognition campaigns: develop channel specific communications through to execution, measure performance and optimize.
• Partner with broader marketing team to support Go-to-Market for larger core programs, Integrated campaigns, and Brand Engagement campaigns.
• Serve as the primary liaison to the Customer Service team: ensure timely awareness of marketing programs, provide enablement materials (talk tracks, FAQs, offer details, eligibility criteria, redemption steps), and partner on issue resolution related to marketing programs.
• Manage overall Lifecycle marketing calendar to ensure all programs are captured and key information is accurate.
• Partner with COE to represent Lifecycle Marketing in the review and approval of required documents and customer communications related to changes in terms, new disclosures, etc.
• Ensure compliance and risk management: coordinate with Legal and Compliance to meet regulatory requirements and internal policies; confirm disclosures, terms, and customer communications are accurate and approved.
• Manage agency and vendor relationships as applicable: develop briefs, evaluate creative and media proposals, oversee deliverables, and manage budgets to maximize ROI.
• Additional business-critical needs:
  Lead and own additional programs/projects as business needs require, with clear outcomes, timelines, and stakeholder alignment.

The AVP, H&W Lifecycle Marketing is responsible for developing and delivering B2C marketing programs that drive customer engagement, industry awareness, and promotes new capabilities and partners. This role will own select campaigns end-to-end such as email capture, financial education, and brand engagement
-and ensures operational readiness by serving as the primary point of contact for the Customer Service team. The AVP partners cross-functionally (e.g., Marketing, Product, Industry and Partner Marketing leaders, Brand, Analytics, Compliance, Legal, and Operations) to ensure campaigns are aligned with business priorities, compliant, and executed with a high-quality customer experience.

• Develop and execute campaign strategies that drive awareness and engagement with our industries, partners and product capabilities. (What's New program, Market Spotlight, Well U blog promotion, etc.)
• Deliver execution and optimization of recognition campaigns: develop channel specific communications through to execution, measure performance and optimize.
• Partner with broader marketing team to support Go-to-Market for larger core programs, Integrated campaigns, and Brand Engagement campaigns.
• Serve as the primary liaison to the Customer Service team: ensure timely awareness of marketing programs, provide enablement materials (talk tracks, FAQs, offer details, eligibility criteria, redemption steps), and partner on issue resolution related to marketing programs.
• Manage overall Lifecycle marketing calendar to ensure all programs are captured and key information is accurate.
• Partner with COE to represent Lifecycle Marketing in the review and approval of required documents and customer communications related to changes in terms, new disclosures, etc.
• Ensure compliance and risk management: coordinate with Legal and Compliance to meet regulatory requirements and internal policies; confirm disclosures, terms, and customer communications are accurate and approved.
• Manage agency and vendor relationships as applicable: develop briefs, evaluate creative and media proposals, oversee deliverables, and manage budgets to maximize ROI.
• Additional business-critical needs:
  Lead and own additional programs/projects as business needs require, with clear outcomes, timelines, and stakeholder alignment.

• Bachelor's degree OR in lieu of degree, a high school diploma and 5+ years of experience in credit card, financial services or health and wellness marketing.
• A minimum of 5 years of professional work experience PLUS 3 years of marketing campaign execution.
• Campaign strategy and execution: ability to translate business priorities into integrated campaign strategies and clear execution roadmaps.
• Campaign excellence: strong creative judgment, messaging discipline, and operational rigor across planning, production, QA, and deployment.
• Cross-functional influence: proven ability to align stakeholders without direct authority and drive decisions in ambiguous environments.
• Customer experience mindset: ability to anticipate customer questions and friction points; ensure campaigns are clear, consistent, and supportable.
• Analytical fluency: ability to define KPIs, interpret results, and make data-driven recommendations to optimize performance.
• Operational partnership: strong collaboration with Call Center teams,…