Consumer Lifecycle Marketing Manager

Consumer Lifecycle Marketing Manager

The Consumer Lifecycle Marketing will drive Customer Lifetime Value (CLV) by crafting acquisition, onboarding, cross-inform, activation, engagement and win-back strategies. Integrated strategies driving deposit, loan, and product growth across the enterprise through data-driven strategies and campaigns. This is accomplished by aligning business lines and elevating the Spend Life Wisely (SLW) message, strengthening customer trust, deepening relationships, and delivering measurable results, while ensuring marketing investments are optimized and budgets are effectively managed.

The goal is to produce measurable, full-funnel results by engaging the right person, with the right offer, in the right channel, at the right time. Along with CLV, Customer Acquisition Cost (CAC) and Return on Marketing Investment (ROMI) are key metrics that this leader is responsible for optimizing. This role involves both strategy and execution. That means growth opportunities are identified by partnering with line of business leaders, community bank leadership, and department leaders.

Then, high-propensity targets are selected, offers crafted, and campaigns developed and fully launched. The work includes analyzing opportunity, developing messaging, gaining compliance approval, informing stakeholders, managing projects, and measuring results. The role will foster valuable partnerships with our community bank, retail and product organizations to drive strategies focused on engaging customers and prospects as they travel through their buyer's journey.

The mission is to "meet the customers where they are."

Areas of Focus:

• Retail:
  Lead the team that develops and implements strategies to drive retail deposit and loan growth through acquisition, activation and cross-inform campaigns. Engage the customer through the entire lifecycle from awareness through conversion and into up-sell. Equip bankers with the tools and insights they need to better serve customers and position the bank as their trusted financial partner.
• Community Banks:
  Support the growth of community banks by driving deposit and loan expansion, while reinforcing trust in our brand among both external customers and internal partners. Develop region-specific strategies tailored to local market needs and target audiences. Partner with community bank marketing teams to establish clear processes, performance metrics, and strategic guidance that ensure consistency, alignment with our SLW message, and delivery of impactful resources.
• Supervision:
  Manage a team of four direct reports whose main focus is the direct support of Community Bank events, sponsor ships, and local special offers.

Major

Duties & Responsibilities:

• Proactively engage product and community bank partners to identify opportunities to grow customer acquisition, product adoption and penetration within targeted segments
• Oversee the team that supports local Community Bank events and sponsor ships and proactively manages the inventory of in-branch materials by monitoring use patterns, staying on top of current campaign schedule, Community Bank feedback, etc.
• Research the market dynamics (including market share) and competitor strengths, positioning, and activities
• Work closely with data and analytics to identify segments likely to bring additional revenue
• Research the micro journeys the target segments take to explore, consider, purchase, and adopt new products
• Create offer, channel, cadence, and messaging strategies that accelerate the target segments through their micro-journeys
• Work with creative, agency, organization leadership, project management and marketing innovation to construct a channel strategy built around the customer: digital, in-person, owned, producer, etc.
• Partner with analytics to measure the performance of all campaigns through multiple measurement methods: A/B, multi-variant, lift/baseline, etc.
• Financial management of cost-per-acquisition efficiency, revenue, product/service unit sales, customer relationships, profitability goals, and direct marketing budget

Additional

Duties & Responsibilities:

• Meet frequently with end-users (bankers) and their leaders to learn…