Description
">Why Meridian?
At Meridian our aspiration is to integrate our purpose into everything we do for people, the planet, and communities. We believe that our greatest opportunity is to create opportunity and meet people where they are.
Factor us into your next career opportunity. We want you to grow with us and have an experience that’s different. This is a place where you can expect the unexpected.
Find our story here:
The role: 18 Month Contract
As a member of the Lifecycle Marketing team, the Senior Specialist, Lifecycle Marketing plays a critical role in Meridian’s future success by designing, building, and continuously optimizing targeted, automated journeys for Members and Prospects across the full lifecycle. This role is accountable for translating strategy into scalable, always‑on experiences that deliver timely, relevant, and personalized advice and communications in support of Meridian’s growth and Member experience objectives.
Working in an agile environment, the Senior Specialist partners closely with Marketing Strategists, Marketing Operations, Analytics, Information Technology, and Lines of Business to plan, map, govern, and execute lifecycle, product, and prospect journeys within Meridian’s CRM, Dynamics 365 for Marketing.
As an in‑house subject matter expert, the Senior Specialist leverages Member data and insights to identify journey triggers, enable personalization, and drive continuous improvement through measurement, testing, and optimization across lifecycle segments—ensuring journeys are effective, compliant, and scalable.
Through a strong focus on Member outcomes and performance, the Senior Specialist, Lifecycle Marketing makes a meaningful contribution to Meridian’s growth by driving key member behaviors such as financial plan adoption, engagement, retention, and cross‑sell, while acting as a steward of the overall journey experience across the marketing ecosystem.
Key responsibilities of the role include:
1. CRM Marketing Journey Development
- Automate – fully automate personalized Member journeys in the Dynamics 365 for Marketing application, through the build of communication workflows, program logic/triggers for automation and testing with cross-functional stakeholders.
- Analyze – Assess how data from integrated or non-integrated systems flows into CRM journeys, identifying dependencies, gaps, and limitations, and proactively recommending MVP or phased approaches to support the development and execution of designed journeys.
- Design – Create timely and relevant communication flows aligning to Member/prospect interactions, needs and expectations across Lifecycle, Product, and lead nurturing journeys.
- Optimize – Continually monitor and update programs as changes occur with Meridian’s content landscape as well as the external market and competitive market.
- Test – use test-and-learn scenarios, such as A/B testing, for new communication flows and strategies to increase user engagement and retention.
- Personalize – leverage data segmentation for targeted Member communication strategy which maximizes return on investment
- Collaborate – with partner groups including Marketing Analytics and Marketing Operations in the development of segments and assets for triggers and journey execution.
- Advise – Provide CRM project support and evolution of new features and functions, such as a preference centre as well as enabling new communications channels (SMS, Push notifications, etc.) by staying up to date on Microsoft Dynamics 365 releases and enhancements.
- Return on Investment (ROI) – build and develop journeys that help to accelerate marketing’s long term strategic plans through profitability. Ensure activities are in priority order and constantly socialize and update these journeys to…
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