Lifecycle Marketing Manager- Financial Services

Our vision for the future is based on the idea that transforming financial lives starts by giving our people the freedom to transform their own. We have a flexible work environment, and fluid career paths. We not only encourage but celebrate internal mobility. We also recognize the importance of purpose, well-being, and work-life balance. Within Empower and our communities, we work hard to create a welcoming and inclusive environment, and our associates dedicate thousands of hours to volunteering for causes that matter most to them.

Chart your own path and grow your career while helping more customers achieve financial freedom. Empower Yourself.

The Lifecycle Marketing Manager owns the design, evolution, and performance of participant-centric lifecycle marketing strategies across the workplace benefits journey. This role defines lifecycle frameworks, segmentation strategies, and engagement models that drive measurable improvements in participant behavior, financial outcomes, and plan sponsor value. As a senior individual contributor, this role leads cross-functional alignment across Product, Analytics, Growth Marketing, Campaign Delivery, and Relationship teams to embed lifecycle thinking into participant experiences and platforms for their segment. Operates as a strategic partner, shaping roadmaps, influencing priorities, and ensuring lifecycle programs are scalable, data-driven, and compliant within a regulated financial services environment.

What you will do:

• Define and own the end-to-end lifecycle marketing strategy for workplace participants in their segment, including lifecycle frameworks, journey architecture, and engagement models.
• Lead the design of state-based lifecycle journeys across key milestones (e.g., onboarding, enrollment, contribution optimization, job changes, retirement readiness), ensuring alignment to participant needs and business objectives.
• Establish and evolve segmentation and personalization strategies, leveraging behavioral, demographic, and financial data to drive 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 ultimately better 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.
• Act 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.

What you will bring:

• 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.

Work Environment & Disclaimer

This job description is not intended to be an exhaustive list of all duties, responsibilities, and qualifications. Responsibilities may evolve based on business needs. Employment is at-will and subject to applicable terms and conditions.

**Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment visa at this time, including CPT/OPT.***

What we offer you

We offer an array of diverse and inclusive benefits regardless of where you are in your career. We believe that providing our employees with the means to lead healthy balanced lives results in the best possible work performance.

• Medical, dental, vision and life insurance
• Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
• Tuition reimbursement up to $5,250/year
• Business-casual environment that includes the option to wear jeans
• Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
• Paid volunteer time — 16 hours per calendar year
• Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) – BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play. BRGs are open to all.

Base Salary Range

$96,100.00 - $135,700.00

The salary range above shows the typical minimum to maximum base salary range for this position in the location listed. Non-sales positions have the opportunity to participate in a bonus program. Sales positions are eligible for sales incentives, and in some instances a bonus plan, whereby total compensation may far exceed base salary depending on individual performance. Actual compensation offered may vary from posted hiring range based upon geographic location, work experience, education, licensure requirements and/or skill level and will be finalized at the time of offer.

Equal opportunity employer • Drug-free workplace

We are an equal opportunity employer with a commitment to diversity. All individuals, regardless of personal characteristics, are encouraged to apply. All qualified applicants will receive consideration for employment without regard to age (40 and over), race, color, national origin, ancestry, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, religion, physical or mental disability, military or veteran status, genetic information, or any other status protected by applicable state or local law.

***For remote and hybrid positions you will be required to provide reliable high-speed internet with a wired connection as well as a place in your home to work with limited disruption. You must have reliable connectivity from an internet service provider that is fiber, cable or DSL internet. Other necessary computer equipment, will be provided. You may be required to work in the office if you do not have an adequate home work environment and the required internet connection.***

Job Posting End Date at 12:01 am on:

07-17-2026

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Originally posted on Himalayas