Senior Director Lifecycle Marketing
Empower, Greenwood Village, CO, United States
Overview
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. The leader will develop and lead a team of lifecycle marketing managers assigned to various participant segments.
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.
What you will bring
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., record‑keeping, 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.
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 per 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) – foster inclusion and collaboration across our business internally and throughout the communities where we live, work and play; open to all.
Salary Range $138,000.00 – $200,100.00 (base)
Equal opportunity employer. We are a drug‑free workplace. We are an equal opportunity employer with a commitment to diversity. All individuals, regardless of personal characteristics, are encouraged to apply. All qualified applicants will receive consideration for employment without regard to age, race, color, national origin, ancestry, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, religion, physical or mental disability, military or veteran status, genetic information, or any other status protected by applicable state or local law.
Remote and hybrid positions require reliable high‑speed internet with a wired connection; you must have reliable connectivity from an internet service provider that is fiber, cable or DSL internet. Necessary computer equipment will be provided. You may be required to work in the office if you do not have an adequate home work environment and the required internet connection.
#J-18808-Ljbffr
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.
What you will bring
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., record‑keeping, 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.
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 per 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) – foster inclusion and collaboration across our business internally and throughout the communities where we live, work and play; open to all.
Salary Range $138,000.00 – $200,100.00 (base)
Equal opportunity employer. We are a drug‑free workplace. We are an equal opportunity employer with a commitment to diversity. All individuals, regardless of personal characteristics, are encouraged to apply. All qualified applicants will receive consideration for employment without regard to age, race, color, national origin, ancestry, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, religion, physical or mental disability, military or veteran status, genetic information, or any other status protected by applicable state or local law.
Remote and hybrid positions require reliable high‑speed internet with a wired connection; you must have reliable connectivity from an internet service provider that is fiber, cable or DSL internet. Necessary computer equipment will be provided. You may be required to work in the office if you do not have an adequate home work environment and the required internet connection.
#J-18808-Ljbffr