Director, Lifecycle Marketing

Purpose Financial•Greenville, SC

21h•Onsite

About The Position

The Director of Lifecycle Marketing is a hands-on strategic leader accountable for maximizing customer lifetime value (LTV) and optimizing engagement. This role owns the end-to-end retention ecosystem by transforming customer data into personalized, multi-channel journey-based outreaches that measurably reduce churn. Operating at the intersection of marketing, product, data science, and analytics, this leader drives growth across both digital and physical branch channels.

Requirements

Bachelor's degree in marketing, Statistics, Mathematics, Economics, or a related quantitative field required; Master’s degree preferred.
8+ years of progressive marketing experience, including 3+ years specifically in high-growth performance marketing environments, preferably within financial services, fintech, or highly regulated industries.
Hands-on expertise utilizing enterprise CRM systems, Email Service Providers (ESPs), and Customer Data Platforms (CDPs) to segment data and trigger automated journeys.
Proven success building, scaling, and measuring lifecycle, retention, and customer advocacy programs that verifiably reduce churn and boost LTV.
Demonstrated skill briefing and managing external vendors, holding them accountable to strict performance metrics and ROI targets.
Proven history of directly leading, coaching, and upskilling direct reports to achieve technical proficiency and marketing execution excellence.
Ability to transform broad brand strategy into highly tactical, measurable lifecycle roadmaps and commercial outcomes.
High comfort level with advanced data analysis, cohort tracking, and synthesis of performance insights to dictate marketing spend and campaign adjustments.
Exceptional organizational capabilities to simultaneously map, launch, and optimize multiple lifecycle cross-functional initiatives.
Strong written and verbal skills, with a proven ability to influence cross-functional executives by presenting data-backed marketing arguments.
A natural team player who builds strong ties across product, data science, legal/compliance, and branch operations.
Resilience and agility to pivot strategies quickly within a rapidly evolving, metrics-focused corporate landscape.
Sitting for long periods of time; standing occasionally; walking; bending; squatting; kneeling; pushing/pulling; reaching; twisting; frequent lifting of less than 10 lbs., occasional lifting of up to 20 lbs.; driving and having access during the workday to an insured and reliable transportation; typing; data entry; grasping; transferring items between hands and/or to another person or receptacle; use of office equipment to include computers; ability to travel to, be physically present at, and complete the physical requirements of the position at any assigned location.
Must be eligible to work in the USA and able to pass a background check.

Nice To Haves

Master’s degree preferred.

Responsibilities

Own the comprehensive retention strategy for existing customers to minimize churn and drive re-engagement.
Define and manage the customer lifecycle framework across onboarding, active, at-risk, lapsed, and win-back segments.
Design and maintain data-driven customer journey maps to eliminate friction and capitalize on engagement opportunities.
Deploy seasonal and evergreen retention campaigns across email, SMS, direct mail, push notifications, search, social, and DSPs.
Partner with brand and branch teams to ensure messaging aligns seamlessly across digital and brick-and-mortar experiences.
Execute advanced A/B and multivariate testing schedules to optimize messaging, timing, channel mix, and promotional offers.
Define, and track program ROI and KPIs, translating data insights into continuous campaign and budget optimizations.
Align retention initiatives with broader business objectives alongside product, analytics, and customer experience teams.
Partner with legal and compliance teams to ensure all communications strictly adhere to TCPA, CAN-SPAM, and consumer finance regulations.
Direct and mentor a lifecycle marketing and automation team of two associates, delivering structured coaching, and actionable feedback to elevate execution.
Foster a culture of collaboration, accountability, and continuous improvement.