Lifecycle Marketing Manager- Financial Services

Lifecycle Marketing Manager

At Empower, the Lifecycle Marketing Manager owns the design, evolution, and performance of participant‑centric lifecycle marketing strategies across the workplace benefits journey, driving measurable improvements in participant behavior, financial outcomes, and plan sponsor value.

• Define and own the end‑to‑end lifecycle marketing strategy for workplace participants, including frameworks, journey architecture, and engagement models.
• Lead the design of state‑based lifecycle journeys across key milestones (onboarding, enrollment, contribution optimization, job changes, retirement readiness) aligned with participant needs and business objectives.
• Establish and evolve segmentation and personalization strategies using behavioral, demographic, and financial data to deliver 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 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.
• Serve 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.

• 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.

• Medical, dental, vision, and life insurance
• Retirement savings – 401(k) plan with company matching contributions (up to 6%) and potential discretionary contributions
• Financial advisory services and a broad investment lineup
• Tuition reimbursement up to $5,250 per year
• Business‑casual environment, including the option to wear jeans
• Generous paid time off upon hire, additional paid company holidays, and floating holidays each calendar year
• Paid volunteer time – 16 hours per calendar year
• Leave of absence programs – paid parental leave, paid short‑ and long‑term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) for inclusion and collaboration across the organization and community

Base Salary Range:…