Manager, Marketing Lifecycle & Special Initiatives

SHRM•Alexandria, VA

2d•Hybrid

About The Position

The Marketing Manager, Lifecycle & Special Initiatives supports BAM’s business-to-moment (B2M) marketing strategy by delivering targeted, data-informed marketing experiences based on audience needs and moments that matter. The role focuses on member retention and renewal through lifecycle marketing; marketing designated products and strategic initiatives with distinct audiences; coordinating marketing budget management and spend visibility; and maintaining a unified performance scorecard that gives BAM leadership a holistic view of marketing effectiveness. The position works across teams including Content, Campaign Strategy, MarTech, Product, Business Intelligence, and Finance. It translates audience and performance data into marketing strategies, actionable reporting, and recommendations for BAM leadership. The role follows a hybrid schedule of three days in-office Tuesday through Thursday and two remote days Monday and Friday. Employees must be available during standard business hours, with core hours beginning between 8:00–9:00 a.m. and ending between 5:00–6:00 p.m. local time. Occasional travel of 0–10% is required.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience in lieu of a degree.
Seven or more years of experience in lifecycle, retention, performance, or integrated marketing.
Experience developing and executing marketing strategies across multiple products, audiences, or customer segments.
Experience managing marketing budgets, spend tracking, and financial reporting.
Experience with marketing automation platforms, campaign measurement, and performance analytics.
Strong understanding of lifecycle, retention, and performance marketing principles.
Ability to translate customer and member insights into targeted marketing strategies and journeys.
Strong analytical capabilities, including experience developing dashboards, scorecards, and executive-level performance reporting.
Financial acumen and comfort managing budgets, reconciling spend, and identifying performance or investment variances.
Ability to manage multiple initiatives and work effectively across cross-functional teams.
Strong stakeholder management, communication, and project management skills.
Results-oriented mindset focused on measurable business and marketing outcomes.
Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Responsibilities

Design and execute always-on lifecycle marketing journeys that strengthen member engagement, retention, and renewal, with renewal performance as a primary KPI.
Use audience behavior, lifecycle stage, and key moments to create relevant engagement strategies that move beyond traditional B2B and B2C segmentation.
Lead marketing strategy and execution for designated products, innovation initiatives, and early-stage offerings with distinct audiences within the SHRM ecosystem.
Partner with Content, Campaign Strategy, MarTech, Product, and other stakeholders to develop and execute integrated marketing plans.
Manage BAM marketing budget tracking, including monitoring spend against approved allocations, reconciling expenditures with Finance and NetSuite/GL reporting, and identifying variances.
Coordinate cross-functional visibility into marketing investments across BAM’s strategic spend categories and support informed resource allocation decisions.
Build and maintain an integrated marketing performance scorecard incorporating measures such as renewal rate, customer acquisition cost, margin contribution, and campaign performance.
Partner with Business Intelligence and Finance to ensure reporting is accurate, consistent, and actionable.
Translate marketing performance data into clear insights and recommendations for BAM leadership.