Manager, Customer Lifecycle Marketing

Benepass

5d•$110,000 - $130,000

About The Position

Benepass is hiring a Manager, Customer Lifecycle Marketing to own how we engage customers (employers) and their employees (members) across the full lifecycle. This role is responsible for shaping and executing the post-sale marketing experience, from onboarding and launch through ongoing engagement, open enrollment, and renewal. You will drive how Benepass shows up at each stage, ensuring our benefits are clearly understood, consistently used, and deliver measurable value to both employers and employees. Sitting within Marketing and reporting to Product Marketing, this role partners closely with Customer Success, Customer Experience, Product, and Engineering to bring lifecycle programs to life. Success in this role means improving activation, increasing utilization, and driving long-term customer value across the Benepass platform.

Requirements

4-7+ years in customer, member, and/or lifecycle marketing roles
Experience in B2B2C environments or marketing to both business buyers and end users
Experience targeting various user personas across industries, including hard-to-reach populations and HR administrators
Strong experience building and executing lifecycle or engagement campaigns across multiple channels
Excellent writing and communication skills, with the ability to simplify complex concepts
Experience working with CRM or marketing automation platforms (e.g., Customer.io, Braze, Iterable)
Comfortable with segmentation, targeting, and event-driven or triggered communications
Strong cross-functional collaborator, with experience partnering with Customer Success, Product, and Engineering
Analytical mindset with experience tracking performance and driving optimization
Ability to balance scalable programs with targeted, client-specific initiatives

Nice To Haves

Experience in SaaS, fintech, benefits, healthcare, or similarly complex industries preferred

Responsibilities

Lifecycle Strategy & Journey Design
Define how Benepass engages customers and members across onboarding, activation, engagement, and renewal
Build lifecycle programs that drive adoption, education, and sustained usage
Identify gaps in the customer journey and develop programs to improve the overall experience
Member Engagement & Utilization
Develop campaigns that increase benefit awareness, card usage, and program adoption
Create communications tied to key lifecycle moments (launch, open enrollment, seasonal usage)
Translate complex benefits and financial concepts into simple, compelling messaging
Customer Collaboration & Program Support
Build and manage lifecycle campaigns across email, in-product messaging, printed materials, and other touchpoints
Own segmentation and targeting to deliver relevant messaging to different audiences
Ensure communications are timely, clear, and aligned with customer needs
Support time-sensitive and ad hoc campaigns (e.g., product updates, compliance changes, critical customer communications), ensuring rapid and high-quality execution
Cross-Functional Alignment & Messaging Integration
Collaborate with Product Marketing and Customer Success to support launches, renewals, and expansion opportunities
Develop scalable frameworks for client-specific communications where needed
Balance customization with consistency and operational efficiency
Performance Tracking & Continuous Improvement
Define and track lifecycle KPIs (activation, engagement, utilization)
Run experiments to improve campaign performance and effectiveness
Use insights to inform broader marketing, product, and customer strategy