Manager, Marketing Lifecycle & Special Initiatives

The Marketing Manager, Lifecycle & Special Initiatives, supports BAM's business-to-moment (B2M) marketing strategy by delivering targeted, data-informed marketing experiences based on audience needs and moments that matter.

The role has four primary areas of responsibility: driving member retention and renewal through lifecycle marketing; leading marketing for designated products and strategic initiatives with distinct audiences; coordinating marketing budget management and spend visibility; and maintaining a unified performance scorecard that provides BAM leadership with a holistic view of marketing effectiveness.

• Design and execute always-on lifecycle marketing journeys that strengthen member engagement, retention, and renewal, with renewal performance as a primary KPI.
• Use audience behavior, lifecycle stage, and key moments to create relevant engagement strategies that move beyond traditional B2B and B2C segmentation.
• Lead marketing strategy and execution for designated products, innovation initiatives, and early-stage offerings with distinct audiences within the SHRM ecosystem.
• Partner with Content, Campaign Strategy, Mar Tech, Product, and other stakeholders to develop and execute integrated marketing plans.
• Manage BAM marketing budget tracking, including monitoring spend against approved allocations, reconciling expenditures with Finance and Net Suite/GL reporting, and identifying variances.
• Coordinate cross-functional visibility into marketing investments across BAM’s strategic spend categories and support informed resource allocation decisions.
• Build and maintain an integrated marketing performance scorecard incorporating measures such as renewal rate, customer acquisition cost, margin contribution, and campaign performance.
• Partner with Business Intelligence and Finance to ensure reporting is accurate, consistent, and actionable.
• Translate marketing performance data into clear insights and recommendations for BAM leadership.

• Bachelor's degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience in lieu of degree.

• Seven (7) or more years of experience in lifecycle, retention, performance, or integrated marketing.
• Experience developing and executing marketing strategies across multiple products, audiences, or customer segments.
• Experience managing marketing budgets, spend tracking, and financial reporting.
• Experience with marketing automation platforms, campaign measurement, and performance analytics.

• Strong understanding of lifecycle, retention, and performance marketing principles.
• Ability to translate customer and member insights into targeted marketing strategies and journeys.
• Strong analytical capabilities with experience developing dashboards, scorecards, and executive-level performance reporting.
• Financial acumen and comfort managing budgets, reconciling spend and identifying performance or investment variances.
• Ability to manage multiple initiatives and work effectively across cross-functional teams.
• Strong stakeholder management, communication, and project management skills.
• Results-oriented mindset with a focus on measurable business and marketing outcomes.
• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

This position operates in a typical office environment (which includes a home office setting) and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a…