Director Member Journey & Engagement 5106

Keesler Federal Career • Gulfport, MS

1d

About The Position

The Director, Member Journey & Engagement plays a pivotal senior-level role in Marketing on the Growth & Performance Marketing team, responsible for leading the strategy, execution, and optimization of the end-to-end member engagement lifecycle. This role ensures that member interactions across channels are coordinated, personalized, and performance-driven to support growth, digital adoption, retention, and loyalty objectives. The Director partners cross-functionally with Product & Member Experience, Digital Delivery/IT, other Marketing units, and Operations to translate member and product strategies into measurable engagement outcomes. This position plays a critical role in strengthening lifecycle performance and deepening member relationships at every stage of the member journey by combining technical expertise with strategic thinking to drive measurable results and maximize the use of next-generation automation technologies in support of overall KPIs.

Requirements

• Bachelor’s Degree from a 4-year college or university in Marketing, Business Administration, or related field required.
• 10+ years of progressive digital marketing experience across related disciplines – marketing automation, lifecycle marketing, digital engagement, growth marketing, website ownership, campaign management.
• Strong understanding of lifecycle marketing, customer journey orchestration, and engagement strategy.
• Experience leading cross-channel digital engagement programs.
• Analytical capability to interpret performance data and drive optimization.
• Demonstrated ability to collaborate across departments and influence without direct authority.
• Strategic thinking with strong execution and growth discipline.
• Exceptional oral and written communication skills required.
• Must be adaptable and flexible, exhibiting a positive and energetic personality.
• Must be proficient in the Microsoft Suite of products.

Nice To Haves

• MBA or Master’s equivalent preferred.
• 5+ years of management experience is preferred.
• HubSpot experience strongly preferred.
• Working knowledge and practical application of user experience (UX) monitoring and enhancement.
• Experience working in a regulated industry preferred.
• Curious and analytical mindset to continually interpret, optimize, and drive results.
• CMS experience is strongly preferred
• Familiarity and use of large language model querying.

Responsibilities

• Lifecycle Strategy & Execution: Design, test, implement, and optimize lifecycle engagement programs across acquisition, onboarding, activation, retention, and loyalty stages. Develop and manage cross-channel journey orchestration plans, including email, website, digital banking, and other member-facing touchpoints. Ensure alignment between engagement initiatives and enterprise product marketing and strategies.
• Product Adoption & Engagement: Partner with Product & Member Experience to support product launches and ongoing adoption initiatives. Develop activation strategies to increase product usage and feature engagement. Monitor and improve adoption performance metrics across product lines.
• Personalization & Segmentation: Lead segmentation strategies to enhance targeted, behavior-based communications. Develop personalization frameworks to enhance member relevance and engagement. Implement test-and-learn methodologies to improve journey performance continuously.
• Performance Measurement & Optimization: Define and monitor lifecycle KPIs, including activation, engagement, retention, and loyalty metrics. Analyze member behavior data to identify opportunities for journey improvement. Provide reporting and insights to executive leadership on engagement performance. Track member activation and engagement rates. Track product adoption and usage metrics. Retention and loyalty performance. Conversion rate improvements across lifecycle stages.
• Cross-Functional Collaboration: Align and collaborate with: VP Product & Member Experience to align journey execution with product strategy. Digital delivery/IT teams to coordinate platform enablement and deployment. Operations to ensure service readiness and frontline alignment. Other Marketing and Growth & Performance units for member growth, experience, and automation optimization efforts. Participate in enterprise initiatives to ensure engagement strategies support broader organizational objectives.
• Oversee the marketing automation, website development, digital marketing execution, digital program strategy, and innovation areas on the Growth & Performance Management team.
• Serves as SME and primary point of contact for appropriate outside supporting agencies.
• Perform supervisory duties including interviewing, selecting, hiring, and training employees; planning, assigning, and directing work; evaluating performance; rewarding, coaching, counseling, and disciplining employees; addressing complaints and resolving problems; recommending employees for promotion, transfer, and termination.

Benefits

• Medical, dental, and vision insurance
• Section 125 Flexible Spending Accounts (Health Care and Dependent Care)
• Employee and dependent life insurance
• 401(k) retirement plan with a 100% match on the first 5% of employee contributions
• Paid time off and leave benefits
• Tuition reimbursement
• Short-term and long-term disability coverage

What This Job Offers

• Job Type: Full-time
• Career Level: Director