Senior Director Lifecycle Marketing

Empower

1d • Hybrid

About The Position

The Workplace Lifecycle Marketing lead is a senior marketing leader responsible for creating better financial outcomes for workplace participants by defining and designing engaging customer journeys. This role owns the end-to-end participant lifecycle strategy across employer-sponsored benefit plans, with a mandate to educate, engage, and support participants at critical moments in their financial lives—while protecting and strengthening relationships with plan sponsors, intermediaries, and advisors. This leader will develop and lead a team of lifecycle marketing managers assigned to various participant segments. This leader sits at the intersection of consumer lifecycle marketing and the workplace benefits ecosystem. Success in this role requires deep lifecycle marketing expertise and proven experience operating within the constraints, sensitivities, and dynamics of the workplace benefits industry – retirement, stock plan services, consumer direct health, and more. The Workplace Lifecycle Marketing lead will be a trusted partner to workplace relationship teams and a steward of participant communications that build long-term trust, confidence, and financial wellbeing. This role reports to the VP Growth Marketing and Strategy in the Consumer Marketing org, and works closely with Growth Marketing, Product Marketing, Relationship Management, and Advisory teams.

Requirements

• 15+ years of experience in lifecycle, CRM, or engagement marketing, with demonstrated leadership responsibility.
• Proven experience within the workplace benefits or retirement industry (e.g., recordkeeping, retirement plans, HSAs, stock plan services, or related B2B2C financial services).
• Deep understanding of plan sponsor dynamics, participant communications, and the sensitivities of employer sponsored benefits marketing.
• Strong lifecycle fundamentals, including segmentation, journey design, orchestration, experimentation, and measurement.
• Exceptional cross functional partnership skills, with the ability to influence senior stakeholders across marketing, product, sales, and relationship management.
• Experience leading participant or member engagement strategies at scale within a regulated financial services environment.
• Familiarity with modern marketing automation and CRM platforms (e.g., Salesforce Marketing Cloud or similar).
• Comfort partnering closely with Legal, Compliance, and Risk teams to design compliant, responsible engagement strategies.
• Strong analytical mindset paired with the ability to translate insights into clear, human-centered communication strategies.
• Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment visa at this time, including CPT/OPT.

Responsibilities

• Define and lead the workplace participant lifecycle marketing strategy with a clear focus on improving participant financial outcomes.
• Design state based lifecycle journeys that support participants across key workplace moments, including onboarding and enrollment, contribution changes, vesting milestones, loans and hardships, job change or termination, rollover consideration, and retirement readiness.
• Establish engagement models that help participants better understand their benefits, take confident action, and build long term relationships with Empower.
• Translate participant needs, behaviors, and lifecycle states into clear engagement priorities and scalable programs.
• Work with digital product teams to establish engagement ‘loops’ that keep participants coming back to Empower’s digital experiences.
• Build credibility and trust with sponsor facing teams by ensuring participant lifecycle programs are sponsor safe, compliant, and aligned to client objectives.
• Partner with Analytics and Insights teams to define meaningful success metrics and continuously refine lifecycle strategies.
• Define and own participant lifecycle success metrics tied to engagement, understanding, confidence, and financial action.
• Track and report on outcomes such as participant engagement, adoption of key features or tools, progress toward financial readiness, and indicators of participant satisfaction.
• Partner closely with Consumer Growth Marketing teams to ensure near-term crossover-to-wealth testing is transparent, effective and not accomplished at the cost of longer-term objectives.
• Incorporate qualitative feedback from sponsor facing teams to ensure lifecycle efforts are strengthening, not straining, client relationships.
• Foster a collaborative, outcomes driven culture grounded in accountability, curiosity, and continuous improvement.
• Operate effectively in a highly matrixed environment, influencing without authority and aligning diverse stakeholders.
• Lead and develop a high performing lifecycle marketing team, setting clear priorities, expectations, and development plans.

Benefits

• Medical, dental, vision and life insurance
• Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
• Tuition reimbursement up to $5,250/year
• Business-casual environment that includes the option to wear jeans
• Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
• Paid volunteer time — 16 hours per calendar year
• Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) – BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play. BRGs are open to all.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 501-1,000 employees