Lifecycle Marketing Strategy Senior Manager

Western & Southern Financial Group•White Plains, NY

3d•$162,000 - $200,000•Onsite

About The Position

Gerber Life Insurance Company is seeking an experienced and strategic Senior Marketing Manager of Lifecycle Marketing Strategy to drive communication strategies and customer journey initiatives. The role collaborates with leadership to develop strategies, tactics, and initiatives that create new customer journeys and drive consumer growth. The successful candidate will bring expertise in marketing strategy and implementation, audience segmentation, creative development, and performance analysis and testing. The position develops lifecycle experiences across customer segments, including engagement, retention, loyalty, and advocacy. It uses data and market research to shape relevant communications across email, SMS, direct mail, and owned channels such as e-service. The role partners with internal teams and external partners to plan and execute campaigns, personalize communications, define objectives and KPIs, and continuously optimize customer journeys through customer insights and rigorous testing. The position works in an office setting, generally at a desk using a computer or other standard office equipment, or in meetings. Extended hours may be required during peak workloads or special projects or events. Travel is not required.

Requirements

Bachelor's degree in Marketing, Business, or a related field.
Seven to ten years of experience in Marketing Strategy and Lifecycle Marketing in a leadership role, preferably in a fast-paced, data-driven environment.
Experience with customer segmentation strategies.
Experience leading and developing at least one direct report, with director or indirect authority.
Knowledge of and experience with marketing automation or CRM systems such as Salesforce, Snowflake, Marketo, or HubSpot.
Familiarity with test-and-learn approaches and A/B testing strategy.
Strong program management skills, including the ability to prioritize and manage multiple marketing programs simultaneously.
Understanding of digital marketing channels, attribution models, and audience measurement methodologies.
Strong problem-solving skills and attention to detail.
Ability to work independently and collaboratively in a cross-functional team environment.
Highly organized, with adherence to deadlines and commitments.
Proficiency in Microsoft Suite and Tableau or Power BI, with experience using marketing analytics platforms, web analytics tools, and data visualization tools.
Ability to remain stationary for long periods while working at a desk, on a computer, with standard office equipment, or in meetings.
Ability to verbally communicate and exchange accurate information with customers and associates on a regular basis.
Visual acuity to read and interpret correspondence, procedures, reports, and forms, and to perform the visual inspection described in the posting.
Ability to prepare written correspondence, reports, and forms using prescribed formats and appropriate punctuation, grammar, diction, and style.
Ability to apply logical thinking to define problems, collect data, establish facts, and draw valid conclusions.
Ability to perform substantial, continuous movement of wrists, hands, and fingers for computer work.

Nice To Haves

Master's degree.
Five years of experience in the insurance or financial services industry.
Familiarity with Cognos.
Salesforce Marketing Cloud marketing certifications; exam-related certification is preferred upon hire.
Creative growth mindset, bold ideas, and the know-how to execute them.
Innovative mindset and interest in staying ahead of industry trends and using new technologies and methodologies to drive marketing success.

Responsibilities

Lead comprehensive customer experience strategies for customer segments throughout their lifecycle, including engagement, retention, loyalty, and advocacy.
Use data-driven segment insights and market research to inform communication strategies for target audiences.
Collaborate with cross-functional teams to align strategies with overall business goals.
Use channels including email, SMS, direct mail, and owned channels such as e-service.
Create, map, and analyze customer journeys to identify touchpoints, pain points, and optimization opportunities.
Design and implement customer journey initiatives to enhance engagement, retention, and conversion rates.
Use customer insights to refine and improve customer journeys.
Oversee marketing campaign execution with the Marketing Operations team to ensure timely and accurate implementation.
Work with internal teams, including Creative, Audience Strategy, Analytics, and Media, as well as external partners, to execute communication strategies.
A/B test and analyze campaign and journey performance to ensure messages achieve desired results.
Partner with analytics and audience teams to segment customers by relevant characteristics, behaviors, and demographics.
Develop personalized communication approaches for each segment.
Define objectives and KPIs for each segment in alignment with business objectives.
Lead messaging and creative development through creative briefs and collaboration with creative teams.
Craft clear, persuasive messaging that resonates with target audiences and follows brand guidelines.
Ensure consistent messaging and branding across communication touchpoints.
Monitor industry trends and emerging analytics methodologies, and bring innovative ideas and best practices to the team.
Perform other duties as assigned.
Comply with all policies and standards.