Lifecycle Marketing Manager- Financial Services

Our vision for the future is based on the idea that transforming financial lives starts by giving our people the freedom to transform their own. We have a flexible work environment, and fluid career paths. We not only encourage but celebrate internal mobility. We also recognize the importance of purpose, well-being, and work-life balance. Within Empower and our communities, we work hard to create a welcoming and inclusive environment, and our associates dedicate thousands of hours to volunteering for causes that matter most to them.Chart your own path and grow your career while helping more customers achieve financial freedom. Empower Yourself.The Lifecycle Marketing Manager owns the design, evolution, and performance of participant-centric lifecycle marketing strategies across the workplace benefits journey. This role defines lifecycle frameworks, segmentation strategies, and engagement models that drive measurable improvements in participant behavior, financial outcomes, and plan sponsor value. As a senior individual contributor, this role leads cross-functional alignment across Product, Analytics, Growth Marketing, Campaign Delivery, and Relationship teams to embed lifecycle thinking into participant experiences and platforms for their segment. Operates as a strategic partner, shaping roadmaps, influencing priorities, and ensuring lifecycle programs are scalable, data-driven, and compliant within a regulated financial services environment.What you will do:Define and own the end-to-end lifecycle marketing strategy for workplace participants in their segment, including lifecycle frameworks, journey architecture, and engagement models.Lead the design of state-based lifecycle journeys across key milestones (e.g., onboarding, enrollment, contribution optimization, job changes, retirement readiness), ensuring alignment to participant needs and business objectives.Establish and evolve segmentation and personalization strategies, leveraging behavioral, demographic, and financial data to drive relevance at scale.Partner with Product and Digital teams to embed lifecycle journeys into participant-facing platforms, influencing feature prioritization and experience design.Drive multi-channel orchestration strategy across email, web, mobile, and advisor-supported channels to deliver cohesive participant experiences.Influence lifecycle performance measurement frameworks, including KPIs tied to plan engagement, engagement with Empower tools/content/advice, and ultimately better financial outcomes.Lead test-and-learn strategy, defining experimentation roadmaps and scaling successful approaches across the participant lifecycle.Translate data insights into strategic recommendations and influence senior stakeholders on lifecycle optimization opportunities.Act as a subject matter expert on lifecycle marketing within the organization, guiding best practices and elevating team capabilities.Ensure all lifecycle programs meet legal, regulatory, and client compliance requirements in partnership with Legal, Compliance, and Risk teams.Drive cross-functional alignment across Marketing, Product, Analytics, and Relationship Management to ensure consistent and effective execution of lifecycle initiatives.Maintain and evolve lifecycle documentation, including journey maps, segmentation frameworks, and strategic playbooks.What you will bring:Bachelor’s degree in Marketing, Business, Communications, or related field, or equivalent experience.8–12+ years of experience in lifecycle, CRM, or engagement marketing, preferably within financial services or workplace benefits.Familiarity with participant engagement in employer-sponsored benefit plans (e.g., retirement, HSA, equity plans).Demonstrated experience owning lifecycle marketing strategy and driving measurable business outcomes (e.g., engagement, retention, contribution rates).Deep expertise in lifecycle marketing disciplines, including journey design, segmentation, personalization, and multi-channel orchestration.Strong analytical capability, with experience defining measurement frameworks and translating data into strategic action.Experience influencing product roadmaps and embedding marketing strategies into digital experiences.Advanced experience with marketing automation and CRM platforms (e.g., Salesforce Marketing Cloud or similar).Proven ability to operate in a highly matrixed environment and influence without direct authority.Strong executive communication skills, with the ability to present strategies and insights to senior stakeholders.Experience working in regulated environments and navigating Legal, Compliance, and Risk considerations.Work Environment & DisclaimerThis job description is not intended to be an exhaustive list of all duties, responsibilities, and qualifications. Responsibilities may evolve based on business needs. Employment is at-will and subject to applicable terms and conditions.**Applicants must be authorized to work for any employer in the U.S. We are unab