Sr Associate Customer Lifecycle Marketing & Retention (Hybrid-Richmond, VA)

Atlantic Union Bank

47d • Hybrid

About The Position

We are seeking a data‑driven, customer‑obsessed Senior Associate - Customer
Lifecycle Marketing & Retention to enhance how we engage, nurture loyalty, and
retain existing bank customers. This role will build and optimize customer
management campaigns and automated lifecycle journeys across email, direct mail,
and authenticated online banking experiences, ensuring customers receive timely,
relevant, and meaningful communications at every stage of their relationship
with us. The ideal candidate will have hands‑on experience with lifecycle
marketing strategy, automated workflows, CRM platforms, segmentation, and
customer retention strategies and tactics—particularly within financial services
or another highly regulated industry.

Position Accountabilities

Lifecycle Strategy & Journey Development

Design and maintain automated lifecycle programs that support every stage of
the customer journey to deepen relationships and build loyalty, including
New account welcome & onboarding
Activation and adoption of sticky services (e-statements, mobile app, bill
pay, direct deposit, alerts, etc.)
Engagement campaigns
Customer appreciation programs
Milestone and behavioral‑triggered communications

Partner with internal teams to identify lifecycle gaps, friction points, and
opportunities for increased engagement or revenue.

Retention-Focused Marketing Execution

Develop multi-channel retention programs using:
Automated Email Workflows (primary channel)
Direct Mail for high-value or compliance-driven moments
Online Banking marketing communications within authenticated digital
banking environments

Optimize campaigns using A/B testing, versioning, dynamic content,
segmentation, and behavior-based triggers.

Cross-Functional Collaboration

Partner with CRM, Product, Analytics, Brand, and Compliance teams to ensure
lifecycle experiences are accurate, compliant, and aligned with business
objectives.
Collaborate with creative teams to develop and refine messaging that reflects
our brand and enhances customer satisfaction and retention.
Coordinate with internal data teams to define audiences, refine segmentation
logic, and validate behavioral triggers.

Performance Measurement & Optimization

Monitor performance of lifecycle programs and retention KPIs, including
engagement, activation, cross-sell, and churn reduction metrics.
Analyze campaign results to identify insights and advocate for continuous
optimization.
Develop reporting dashboards and provide recommendations to leadership on
improving the customer lifecycle.

Customer Advocacy & Experience Enhancement

Become a champion of the customer experience, representing customer needs
within the Performance Marketing team.
Identify where lifecycle communications can reduce customer effort, eliminate
confusion, or enhance value perception.
Ensure consistent messaging and experience across all lifecycle touchpoints.
Play the lead marketing role in customer servicing messaging across channels
and experiences to ensure it reflects the right tone, clarity and frequency.

Organizational Relationship

This position reports to the Director, Performance Marketing

Requirements

• Bachelor’s degree in Marketing, Communications, Business, or related field; equivalent experience considered.
• 5+ years experience in lifecycle marketing, loyalty and retention marketing, CRM, email automation, or related fields. Experience in financial services or other regulated industries a strong plus.
• Hands-on experience with marketing automation platforms (e.g., Salesforce Marketing Cloud, Act-On, HubSpot, Marketo, or similar).
• Strong understanding of customer segmentation, behavioral triggers, and multi-channel journey execution.
• Analytical mindset with experience using data to drive decisions; proficiency with reporting tools and A/B testing.
• Excellent communication and collaboration skills.
• Detail-oriented with experience managing multiple simultaneous projects.
• Increased customer activation and adoption of key banking services.
• Higher engagement across lifecycle workflows and authenticated digital banners.
• Improved customer retention metrics, including reduced early churn and enhanced banking relationship primacy.
• High-quality, compliant, and personalized lifecycle communications delivered consistently across channels.

Nice To Haves

• Experience working with authenticated digital environments or online banking platforms preferred.

Responsibilities

• Design and maintain automated lifecycle programs that support every stage of the customer journey to deepen relationships and build loyalty, including New account welcome & onboarding, Activation and adoption of sticky services (e-statements, mobile app, bill pay, direct deposit, alerts, etc.), Engagement campaigns, Customer appreciation programs, Milestone and behavioral‑triggered communications
• Partner with internal teams to identify lifecycle gaps, friction points, and opportunities for increased engagement or revenue.
• Develop multi-channel retention programs using: Automated Email Workflows (primary channel), Direct Mail for high-value or compliance-driven moments, Online Banking marketing communications within authenticated digital banking environments
• Optimize campaigns using A/B testing, versioning, dynamic content, segmentation, and behavior-based triggers.
• Partner with CRM, Product, Analytics, Brand, and Compliance teams to ensure lifecycle experiences are accurate, compliant, and aligned with business objectives.
• Collaborate with creative teams to develop and refine messaging that reflects our brand and enhances customer satisfaction and retention.
• Coordinate with internal data teams to define audiences, refine segmentation logic, and validate behavioral triggers.
• Monitor performance of lifecycle programs and retention KPIs, including engagement, activation, cross-sell, and churn reduction metrics.
• Analyze campaign results to identify insights and advocate for continuous optimization.
• Develop reporting dashboards and provide recommendations to leadership on improving the customer lifecycle.
• Become a champion of the customer experience, representing customer needs within the Performance Marketing team.
• Identify where lifecycle communications can reduce customer effort, eliminate confusion, or enhance value perception.
• Ensure consistent messaging and experience across all lifecycle touchpoints.
• Play the lead marketing role in customer servicing messaging across channels and experiences to ensure it reflects the right tone, clarity and frequency.

Benefits

• This position is also eligible to participate in either an applicable incentive compensation plan for the position or a discretionary profit sharing bonus program.
• General information on our comprehensive benefits package can be found by visiting https://www.atlanticunionbank.com/about/careers/benefits

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level