Lifecycle Marketing Specialist

Genworth Financial • Richmond, VA

12d • Hybrid

About The Position

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.

Requirements

• 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.
• Strong working knowledge of core lifecycle marketing metrics including open rate, click-through rate, conversion rate, unsubscribe rate, deliverability, engagement, retention, and churn.
• Experience supporting audience segmentation, list management, suppression logic, consent rules, and campaign eligibility requirements.
• Analytical mindset with experience using tools such as Google Analytics, Mixpanel, Power BI, CRM reporting, or platform-native reporting.
• Experience supporting A/B testing and lifecycle optimization efforts.
• Strong copy instincts and an eye for clear, customer-centered, performance-oriented messaging.
• Experience building or QA’ing email templates, journey logic, personalization tokens, links, rendering, and campaign deployments.
• Comfortable operating in DTC, B2B2C, and B2B environments.
• Excellent organizational skills with strong attention to detail, QA discipline, and follow-through.
• Ability to manage multiple priorities in a fast-paced environment while maintaining accuracy and documentation.
• Strong communication skills and comfort working cross-functionally with Marketing, Product, CX, Analytics, Compliance, and Technology partners.

Nice To Haves

• Experience working in regulated industries such as healthcare, insurance, financial services, or long-term care is a plus.
• Experience with Iterable is strongly preferred.
• Experience using generative AI programs like Microsoft Copilot is a plus.
• Email marketing, CRM, deliverability, or marketing automation certifications preferred.
• Willingness to travel locally and domestically up to 10–15%.

Responsibilities

• 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.

Benefits

• Competitive Compensation & Total Rewards Incentives
• Comprehensive Healthcare Coverage
• Multiple 401(k) Savings Plan Options
• Auto Enrollment in Employer-Directed Retirement Account Feature (100% employer-funded!)
• Generous Paid Time Off – Including 12 Paid Holidays, Volunteer Time Off and Paid Family Leave
• Disability, Life, and Long Term Care Insurance
• Tuition Reimbursement, Student Loan Repayment and Training & Certification Support
• Wellness support including gym membership reimbursement and Employee Assistance Program resources (work/life support, financial & legal management)
• Caregiver and Mental Health Support Services

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed