Digital Marketing Director
About The Position
The Digital Marketing Director is a strategic, hands-on leader responsible for lifecycle and digital growth marketing. The role drives member acquisition, onboarding, engagement, retention, and deposit growth by delivering relevant communications across digital channels. The Director builds always-on, behavior-triggered journeys powered by CRM, marketing automation, and AI, and is accountable for outcomes such as funded accounts, deposit balances, and products per member. This leader owns the lifecycle strategy, budget, roadmap, and marketing technology stack, serves as a subject-matter expert in CRM, automation, and B2C digital marketing, and leads and coaches team members. The role partners with Data/IT and business teams to integrate member data, ensure consent and privacy, and align marketing programs with organizational goals and regulatory requirements. The position is hybrid near Worcester, Massachusetts, with onsite work two days per week and flexibility to split that time into four half days. Four fully remote days per year are available. Standard hours apply, with defined core hours; building access follows security protocols.
Requirements
- Bachelor's degree in Marketing, Business, Communications, or equivalent experience.
- 8–10 years of experience in B2C digital marketing.
- At least 5 years leading lifecycle marketing, CRM, and automation, with direct P&L/budget ownership.
- Proven success building trigger-based journeys that increased acquisition or retention.
- Expertise with CRM and marketing automation platforms.
- Strong experience across email, SMS, push, paid search/social, and web personalization.
- Experience applying AI to marketing.
- Analytics proficiency with GA4, GTM, and testing tools.
- Strong communication and collaboration skills.
Nice To Haves
- Experience in financial services, fintech, or a subscription-based business.
- SQL skills.
- Knowledge of CAN-SPAM, TCPA, and financial regulations.
Responsibilities
- Own lifecycle strategy, budget, and roadmap; serve as the subject-matter expert for CRM, automation, and B2C digital marketing.
- Lead and coach team members.
- Design lifecycle programs for acquisition, onboarding, cross-sell, retention, and win-back.
- Map key member moments and build trigger-based communications.
- Own segmentation, audiences, and personalization; partner with Data/IT to integrate member data while managing consent and privacy.
- Operate the marketing automation platform and pilot and scale AI for content, personalization, and optimization.
- Lead email, SMS, push, in-app, web personalization, and paid digital marketing, ensuring a consistent member experience across channels.
- Optimize landing pages, offers, and application flows to reduce abandonment and drive funded accounts.
- Track KPIs including new members, deposits, retention, ROMS, and cost per funded account; run tests and report insights to leadership.
- Own the marketing technology stack roadmap, evaluate tools, and manage agencies for performance and ROI.
- Ensure programs meet regulatory requirements.
- Partner with Retail, Lending, IT, and Member Experience to align efforts.
Benefits
- Four fully remote days per year.
- Hybrid work arrangement with onsite scheduling flexibility.
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What This Job Offers
Job Type
Full-time
Career Level
Director
