Senior Marketing Manager, Loyalty & Lifecycle

Job Summary
We are seeking a strategic and data-driven Senior Loyalty & Lifecycle Marketing Manager to lead our member growth, engagement, and retention efforts at Farmers Insurance Federal Credit Union (FIGFCU). In this role, you will drive sophisticated lifecycle marketing strategies, optimize CRM platforms, and deliver personalized member communications across digital and direct channels. Your leadership will be instrumental in supporting FIGFCU’s transformation into a data-driven, digitally enabled, and member-centric organization.

Responsibilities

Develop and execute end-to-end lifecycle marketing strategies for acquisition, onboarding, engagement, retention, and reactivation.

Design personalized member journeys using lifecycle stages, product ownership, and engagement data.

Optimize automated marketing campaigns across multiple channels (email, SMS, push, direct mail, digital).

Collaborate with internal teams to align lifecycle campaigns with organizational priorities.

Serve as the business owner for CRM and lifecycle marketing platforms.

Lead segmentation, campaign audience selection, and member communication orchestration.

Enhance personalization, targeting, and campaign effectiveness through member data optimization.

Develop and implement proactive retention and loyalty strategies.

Analyze member behavior to identify opportunities for engagement and relationship expansion.

Support initiatives to improve member satisfaction and Net Promoter Score (NPS).

Lead planning, execution, and optimization of multi-channel marketing campaigns.

Establish A/B testing frameworks and use insights to improve campaign performance.

Monitor and report on key performance metrics including engagement, retention, and ROI.

Lead and mentor team members supporting lifecycle marketing initiatives.

Foster a culture of innovation, accountability, and continuous improvement.

Work cross-functionally to ensure marketing efforts align with FIGFCU’s strategic priorities and brand standards.

Qualifications
Required

Bachelor’s degree in Marketing, Business, Communications, or related field.

7+ years of experience in CRM, lifecycle, digital, or retention marketing.

Experience managing automated member/customer journeys and lifecycle campaigns.

Proficiency with CRM and marketing automation platforms.

Strong analytical and project management skills.

Demonstrated success in driving engagement and retention metrics.

Excellent communication and collaboration abilities.

Preferred

Experience in financial services, banking, credit unions, fintech, or regulated industries.

Experience with platforms such as Salesforce Marketing Cloud or HubSpot.

Understanding of digital banking and member data environments.

Experience managing or mentoring team members.

Success Indicators / Competencies

Strategic Thinking

Member-Centric Mindset

Data-Driven Decision Making

Collaboration & Influence

Innovation & Continuous ImprovementExecution Excellence

Analytical Problem Solving

Communication & Storytelling

Why Join FIGFCU
At FIGFCU, we are transforming the future of member banking through innovation, personalization, and purpose-driven growth. This is an opportunity to help shape a modern lifecycle marketing function inside a forward-thinking financial institution committed to improving the financial lives of its members. You will join a collaborative organization focused on digital transformation, meaningful member experiences, and long-term strategic growth.

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