Consumer Lifecycle Marketing Manager

Job Title

Consumer Lifecycle Marketing Manager
Summary

The Consumer Lifecycle Marketing will drive Customer Lifetime Value (CLV) by crafting acquisition, onboarding, cross‑inform, activation, engagement and win‑back strategies. Integrated strategies drive deposit, loan, and product growth across the enterprise through data‑driven strategies and campaigns, aligning business lines and elevating the Spend Life Wisely (SLW) message, strengthening customer trust, deepening relationships, and delivering measurable results while ensuring marketing investments are optimized and budgets are effectively managed.
Function

The goal is to produce measurable, full‑funnel results by engaging the right person with the right offer, in the right channel, at the right time. In addition to CLV, Customer Acquisition Cost (CAC) and Return on Marketing Investment (ROMI) are key metrics this leader optimizes. The role involves strategy and execution: partnering with line‑of‑business leaders, community bank leadership, and department leaders to identify growth opportunities, develop high‑propensity targets, craft offers, and launch campaigns while managing projects, obtaining compliance approval, informing stakeholders, and measuring results. The role fosters valuable partnerships with community banks, retail and product organizations to engage customers throughout their journey with the mission to “meet the customers where they are.”
Areas of Focus

Retail: Lead the team that develops and implements strategies to drive retail deposit and loan growth through acquisition, activation and cross‑inform campaigns. Engage the customer through the entire lifecycle from awareness through conversion and into up‑sell. Equip bankers with tools and insights to better serve customers and position the bank as their trusted financial partner.
Community Banks: Support the growth of community banks by driving deposit and loan expansion, reinforcing trust in the brand among external customers and internal partners. Develop region‑specific strategies tailored to local market needs and target audiences. Partner with community bank marketing teams to establish clear processes, performance metrics, and strategic guidance ensuring consistency, alignment with our SLW message, and delivery of impactful resources.
Supervision: Manage a team of four direct reports focused on community bank event support, sponsorships, and local special offers.

Community Bank & SLW Event Coordination: Manage event strategies, marketing requests, and in‑person channel experience, including print, lobby, and frontline marketing assets.
Design: Oversee the design and creative function to maintain brand consistency and deliver graphics and visual assets for campaigns, leadership, and business units.
Compliance: Serve as the First Line of Defense for compliance, reviewing advertising and campaign materials.
Brand Experience: Lead digital engagement strategies across social media and community channels, driving participation and brand adoption through event‑driven campaigns.

Capabilities

Exemplary multi‑channel lifecycle campaign strategy, operational excellence, and leadership. Deep collaboration with Retail Operations, Product Management, and Analytics to drive measurable outcomes. Proficiency in data‑driven marketing best practices, customer journeys, and building high‑performance teams.
Major Duties & Responsibilities

Proactively engage product and community bank partners to identify opportunities to grow customer acquisition, product adoption and penetration within targeted segments.
Oversee the team that supports local Community Bank events and sponsorships, managing in‑branch material inventory and monitoring use patterns, current campaign schedules, and feedback.
Research market dynamics—including market share—and competitor strengths, positioning, and activities.
Collaborate with data and analytics to identify segments likely to bring additional revenue.
Research micro‑journeys the target segments take to explore, consider, purchase, and adopt new products.
Create offer, channel, cadence, and messaging strategies that accelerate target segments through their micro‑journeys, focusing on direct channels, owned properties, events, retargeting, paid & search digital media, and SLW activities.
Work with creative, agency, organization leadership, project management and marketing innovation to construct a channel strategy built around the customer: digital, in‑person, owned, producer, etc.
Partner with analytics to measure campaign performance through A/B, multi‑variant, lift/baseline, and other measurement methods.
Financially manage cost‑per‑acquisition efficiency, revenue, product/service unit sales, customer relationships, profitability goals, and direct marketing budget.
Additional Duties & Responsibilities

Meet frequently with end‑users (bankers) and their leaders to understand sales environments, scenarios, and challenges.
Stay up to date on bank performance metrics and identify ways to better achieve annual goals.
Be a thought leader in journey‑directed marketing, using customer profile and engagement data to meet the customer where they are.
Provide frequent insights on high‑propensity customer segments, current penetration, and cross‑sell ratios with opportunities for growth.
Complete all required compliance exams yearly.
Adhere to all First United policies and procedures.
Dress professionally.
Perform other duties as assigned by manager.
Performance Metrics

Full completion of agreed‑upon campaigns: strategy, sizing, messaging/offers, build, training, launch, tracking, and measurement.
Achievement of campaign metrics: quantities, engagement rates, application starts & completions, balances, and budget.
Lift over baseline growth performance.
Direct reports’ achievement of goals and execution of projects.
Employee Specifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be provided for individuals with disabilities.
Education and Work Experience

Bachelor’s degree in Marketing, Business, or related discipline (required).
MBA (preferred).
Minimum of eight (8) years of product marketing, strategic marketing, channel marketing, or agency experience.
Experience working directly with financial services, B2B, or tech verticals.
Demonstrated knowledge of building data‑driven, multi‑channel direct marketing campaigns.
Ability to execute campaigns via MAP and/or CRM systems like Salesforce, HubSpot, Marketo, etc.
Proactive communicator with strong teamwork and collaboration across all levels.
Ability to serve as marketing, segmentation, Voice of Customer, and communications SME for internal partners.
Technical/Functional Competencies

Demonstrated success in brand strategy and growth for a challenger brand.
Experience managing large, sophisticated integrated marketing and brand building campaigns involving events, partnerships, and promotions.
Proven success with analytics‑based strategy development and annual plan execution.
Exceptional interpersonal skills and ability to work well with a wide range of people.
Strong initiative in project and deadline completion.
Strong leadership skills, exhibiting sound and ethical judgment.
Demonstrated ability to collaborate across multifunctional teams.
High energy, maintaining day‑to‑day discipline and a positive outlook.
NOTE

This job description is not intended to be all‑inclusive. Employees may perform other related duties as assigned by supervisor to meet the ongoing needs of the organization.
All Locations

Durant – Corporate, Plano – Parkwood
Application Assistance

If any applicant is unable to complete an application or respond to a job opening because of a disability, please email HR@firstunitedbank.com for assistance.
Equal Opportunity Employer Statement

First United is an Equal Opportunity Employer. To the extent required by Federal or State law, First United does not discriminate in employment opportunities or practices on the basis of race, color, religion, sex, national origin, or any other characteristic protected by law.

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