Senior Manager, Lifecycle Marketing

Vestwell • Austin, NY

6d • Hybrid

About The Position

Vestwell is the financial technology company powering the new savings economy. The New York City-based fintech platform redefines how people save for the critical aspects of life across retirement, education, and healthcare savings needs. Today, Vestwell enables over 350,000 businesses and nearly 1.5 Million active savers, with over $30 billion in assets saved across all 50 United States. Vestwell offers a range of products, including workplace-delivered retirement plans, employer-offered student loan repayment benefits, and various savings accounts for education, emergencies, and individuals with disabilities. Vestwell's platform serves a diverse clientele, including financial advisers, employers, third-party administrators, financial institutions, payroll providers, government agencies, and individual savers. To learn more, visit vestwell.com Who Are We Looking For? We are looking for a strategic and execution-oriented Senior Lifecycle Marketing Manager to own, scale, and evolve Vestwell’s customer communications across the full lifecycle — from first touch through onboarding, engagement, expansion, and long-term retention. This role will serve as the central point of ownership for lifecycle communications, partnering closely with Product, Operations, Sales, Customer Success, and Marketing to ensure customers receive the right message, at the right time, through the right channel. The ideal candidate combines deep technical expertise in marketing automation with strong analytical instincts, cross-functional leadership, and a passion for building intelligent, personalized customer journeys at scale. What Will You Be Doing? You will lead the strategy, build, and ongoing optimization of fully automated, trigger-based lifecycle programs primarily powered by HubSpot. You will define scalable customer segmentation, own the end-to-end lifecycle communications journey, and continuously iterate based on performance, engagement, and customer behavior. You will also be responsible for evolving Vestwell’s lifecycle approach beyond email — pushing toward more omni-channel, behavior-driven experiences — while maintaining clear documentation, governance, and performance visibility across all lifecycle touchpoints. Day-to-Day, You May Also Be Expected To: Lifecycle Automation & Orchestration Design, build, and manage fully automated HubSpot workflows triggered by customer behavior, lifecycle stage, product usage, and operational milestones Ensure lifecycle programs scale efficiently while maintaining personalization and relevance Maintain strong QA, governance, and change management practices across all workflows Customer Segmentation Strategy Create and maintain scalable, dynamic customer segmentation frameworks that power lifecycle programs and one-to-many email launches Partner with data, product, and operations teams to ensure segmentation logic is accurate, actionable, and durable Continuously refine segmentation based on performance insights and evolving business needs Lifecycle Communications Ownership Act as the single point of contact and strategic owner for customer communications across Product, Operations, Marketing, Sales, and Customer Success Align messaging, timing, and channel usage to ensure a cohesive, non-duplicative customer experience Provide oversight and guidance on all lifecycle-related communications entering the customer journey Journey Design & Innovation Evolve the customer communications journey using innovative lifecycle and engagement best practices Push beyond email to test and scale omni-channel strategies (e.g., in-app, SMS, sales-assisted, operational notifications) Identify gaps, redundancies, and opportunities across the lifecycle and proactively propose improvements Lifecycle Documentation & Governance Map, document, and maintain the end-to-end lifecycle communications journey Ensure documentation reflects current workflows, ownership, triggers, and customer touchpoints Establish clear standards for lifecycle entry, exit, and message ownership Analytics, Insights & Optimization Own the strategic analysis of lifecycle engagement, interactivity, and conversion across the customer journey Define and monitor key lifecycle performance metrics (engagement, progression, drop-off, conversion, retention signals) Identify opportunities to iterate and optimize journeys based on performance data and customer behavior Run structured testing and experimentation to determine optimal messaging, timing, cadence, and channel mix

Requirements

• Bachelor’s degree or equivalent experience
• 6+ years of experience in lifecycle marketing, marketing automation, or customer engagement roles
• Deep, hands-on experience with HubSpot workflows, segmentation, and lifecycle automation
• Strong understanding of customer lifecycle strategy, behavioral triggers, and personalization at scale
• Proven ability to work cross-functionally and influence without direct authority
• Strong analytical skills with the ability to translate engagement data into actionable insights
• Exceptional organizational skills and attention to detail
• Comfort operating in a fast-paced, evolving environment

Nice To Haves

• Experience building omni-channel lifecycle programs (email, in-app, SMS, sales-assisted)
• Background in B2B SaaS, fintech, or regulated industries
• Familiarity with product usage data and event-based marketing
• Experience documenting and governing complex lifecycle systems
• Strong storytelling and presentation skills for executive and cross-functional audiences

Responsibilities

• Lifecycle Automation & Orchestration Design, build, and manage fully automated HubSpot workflows triggered by customer behavior, lifecycle stage, product usage, and operational milestones
• Ensure lifecycle programs scale efficiently while maintaining personalization and relevance
• Maintain strong QA, governance, and change management practices across all workflows
• Customer Segmentation Strategy Create and maintain scalable, dynamic customer segmentation frameworks that power lifecycle programs and one-to-many email launches
• Partner with data, product, and operations teams to ensure segmentation logic is accurate, actionable, and durable
• Continuously refine segmentation based on performance insights and evolving business needs
• Lifecycle Communications Ownership Act as the single point of contact and strategic owner for customer communications across Product, Operations, Marketing, Sales, and Customer Success
• Align messaging, timing, and channel usage to ensure a cohesive, non-duplicative customer experience
• Provide oversight and guidance on all lifecycle-related communications entering the customer journey
• Journey Design & Innovation Evolve the customer communications journey using innovative lifecycle and engagement best practices
• Push beyond email to test and scale omni-channel strategies (e.g., in-app, SMS, sales-assisted, operational notifications)
• Identify gaps, redundancies, and opportunities across the lifecycle and proactively propose improvements
• Lifecycle Documentation & Governance Map, document, and maintain the end-to-end lifecycle communications journey
• Ensure documentation reflects current workflows, ownership, triggers, and customer touchpoints
• Establish clear standards for lifecycle entry, exit, and message ownership
• Analytics, Insights & Optimization Own the strategic analysis of lifecycle engagement, interactivity, and conversion across the customer journey
• Define and monitor key lifecycle performance metrics (engagement, progression, drop-off, conversion, retention signals)
• Identify opportunities to iterate and optimize journeys based on performance data and customer behavior
• Run structured testing and experimentation to determine optimal messaging, timing, cadence, and channel mix

Benefits

• We value health and wellness at Vestwell and in addition to a dedicated Employee Wellbeing Committee, we offer competitive health coverage and generous vacation offering.
• We have adopted a hybrid office policy, but all employees are welcome at our bright, comfortable office with many workspace options in our Midtown Manhattan, Austin, King of Prussia, and Phoenix offices, so everyone has a setting that is the most productive for them.
• Oh, and naturally we have a great 401(k) plan!

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 251-500 employees