Lifecycle Marketing Specialist

Lifecycle Marketing Specialist

Join us on a mission to simplify and dignify the aging experience. We are the children, siblings, neighbors, and friends of those navigating the fragmented and confusing system of long-term care. Our team is ferociously curious and relentless in our pursuit of a better system – and we are deeply committed to a sense of belonging for all, in all phases of life.

We're creating a new experience for care seekers and their families, bringing together long-term care options, non-healthcare resources, education, and human support into one place. We work hard, we have fun, we care about each other, and we share the mission. If this sounds like a place where you could thrive, join us!

Care Scout is a wholly owned subsidiary of Genworth Financial, Inc, a Fortune 500 provider of products, services and solutions that help families address the financial challenges of aging.

This position is available to Virginia residents as Richmond, Virginia hybrid/in-office applicants.

We are seeking a Lifecycle Marketing Specialist to support the execution, optimization, and scaling of lifecycle marketing programs across the customer journey. This role will work in close partnership with the lifecycle marketing lead and cross-functional partners to build, deploy, and improve campaigns across channels such as email, SMS, direct mail, and other customer engagement touchpoints.

This role is ideal for a strong executor who is detail-oriented, analytically minded, and comfortable operating within marketing automation platforms. You will help manage audience segmentation, journey mechanics, content QA, compliance coordination, deployment, and performance optimization while learning how lifecycle strategy is built and scaled across DTC, B2B2C, and B2B audiences.

Hands-on experience building or executing lifecycle marketing campaigns in a CRM or marketing automation platform is required. This role will have meaningful ownership over execution, QA, and optimization, with pathways to increased responsibility over time.

What you will be doing:

• Collaborate closely with the lifecycle marketing lead to implement broader lifecycle marketing strategies and campaigns.
• Build, QA, schedule, and deploy lifecycle campaigns across email, SMS, direct mail, and other customer engagement channels.
• Support the creation and optimization of automated journeys that drive onboarding, engagement, conversion, retention, re-engagement, and advocacy.
• Create and maintain audience segments based on customer attributes, behaviors, lifecycle stage, campaign eligibility, consent, and suppression rules.
• Partner with stakeholders to translate business goals into clear journey requirements, campaign briefs, timing, audience logic, and deployment plans.
• Support A/B and multivariate testing for subject lines, preview text, content, creative, timing, audience logic, and calls to action.
• Monitor campaign performance metrics including open rates, click-through rates, conversion rates, unsubscribe rates, deliverability, and downstream customer actions.
• Surface insights and optimization opportunities based on campaign performance, customer behavior, and stakeholder feedback.
• Coordinate with Brand, Content, Product Marketing, CX, Analytics, Product, Compliance, and external partners to ensure campaigns are accurate, compliant, customer-centered, and aligned to business priorities.
• Maintain high standards for QA across personalization, links, rendering, segmentation, exclusions, journey logic, compliance language, and deployment readiness.
• Document campaign requirements, journey logic, approvals, learnings, and repeatable processes to support operational consistency.
• Stay current on lifecycle marketing trends, deliverability best practices, privacy requirements, platform updates, and emerging opportunities to improve engagement and performance.
• Other duties as assigned.

What you bring:

• 2–4 years of hands-on experience executing lifecycle marketing, CRM, email marketing, marketing automation, and customer engagement campaigns.
• Demonstrated experience building or supporting campaigns in platforms such as Iterable, and Microsoft Dynamics, or similar tools.
• Stron…