Lifecycle Marketing Lead, Fabric

• Significant experience in lifecycle marketing, CRM, customer engagement, or marketing automation
• Hands-on experience working with Braze, Salesforce Marketing Cloud, or a comparable enterprise lifecycle marketing platform
• Demonstrated experience developing automated and personalized customer journeys
• Strong understanding of customer segmentation, targeting, experimentation, and personalization
• Experience partnering with Data Science, Analytics, or data engineering teams to turn marketing questions into actionable audiences and customer experiences
• Ability to understand customer data models and data flows without needing to personally perform advanced analytics or data engineering
• Experience partnering closely with Product teams in a digital or consumer-focused organization
• Experience managing or directing the design and evolution of customer communications
• Strong cross-functional project leadership and stakeholder management skills
• Excellent communication skills, including the ability to bridge business, marketing, product, and technical teams

Desirable

• We are looking for an experienced Lifecycle Marketing Lead to own and evolve lifecycle marketing for our insurance business
• This person will be responsible for developing customer communication strategies across the lifecycle, improving segmentation and personalization, identifying cross-sell opportunities, and ensuring our marketing technology and customer data are being used effectively
• This is a highly cross-functional role at the intersection of marketing, product, data, design, and technology
• The ideal candidate combines strong lifecycle marketing expertise with enough technical fluency to work effectively with data and platform teams
• They do not need to be a data scientist or engineer, but they should know how to ask the right questions, translate customer and business needs into data requirements, and turn those insights into effective marketing programs
• Experience in insurance or another complex, regulated consumer business is strongly preferred
• Own Lifecycle Marketing for the Insurance Business:
• Develop and execute lifecycle marketing strategies across key stages of the insurance customer journey, from prospect nurturing and conversion through onboarding, engagement, retention, and cross-sell
• Identify opportunities to improve the relevance, timing, and effectiveness of customer communications
• Build and optimize automated, trigger-based, and behaviorally driven marketing programs
• Establish testing and optimization roadmaps to continuously improve customer engagement and business outcomes
• Drive Segmentation and Personalization:
• Partner closely with Data Science and Analytics teams to develop and refine customer personas, audiences, and segmentation strategies
• Help frame the right business and customer questions for the data team, translating marketing objectives into actionable data requirements
• Use customer attributes, behaviors, product ownership, lifecycle stage, and other signals to improve targeting and personalization
• Work with teams leveraging BI tools and other customer data sources to make relevant data accessible and actionable within marketing platforms
• Develop a strong understanding of the customer data ecosystem, including both modern data sources and legacy environments, without needing to directly perform data engineering or advanced analytics
• Develop Cross-Sell Opportunities:
• Identify opportunities to introduce customers to additional insurance products and relevant offerings throughout the customer lifecycle
• Partner with Product, Data Science, and business teams to determine the right customer, product, message, and timing for cross-sell experiences
• Build programs that balance business objectives with customer relevance and experience
• Measure and optimize cross-sell journeys over time
• Work Cross-Functionally:
• Build strong relationships across Marketing, Product, Data Science, Analytics, Engineering, Design, Compliance, and insurance business teams
• Coordinate stakeholders to move complex lifecycle initiatives from strategy through execution
• Clearly communicate requirements, priorities, tradeoffs, and results to both technical and non-technical audiences
• Navigate the regulatory and operational considerations associated with communicating with insurance customers