Director, Client Lifecycle Marketing

Client Marketing - Director, Lifecycle

TIAA is seeking a growth-minded, data-driven and customer-obsessed Director of B2C Lifecycle Marketing to help drive the strategy and evolution of our customer engagement campaigns across channels and platforms. In this role, you will define customer-centric lifecycle omni-channel campaigns, employing innovative solutions to better meet customers where they are and help drive education across their retirement journey. You will partner with Digital Experience, Institutional Marketing, Product Marketing, Analytics, Marketing Automation, and Brand teams to develop and execute comprehensive lifecycle marketing strategies to drive key actions and deliver personalized experiences. As a data enthusiast, you will become an expert about our customers, diving deep into the data to get at the core of their needs to deliver the right message at the right time.

Key Responsibilities and Duties

• Develop and execute omni-channel marketing trigger campaigns aligned to the customer journey and key moments in their lifecycle.

• Partner with cross-functional teams to ensure consistent and resonant messaging across channels and build tailored customer experiences that nurtures, educates, and activates our audience base.

• Develop a deep understanding of different audience segments, leveraging data from partners in the Marketing Analytics, to define journeys for participants based on life stages, behavioral data, etc.

• Design and implement experimentation frameworks that enable iteration and optimization of lifecycle programs.

• Partner with content teams to build strategies on how to best leverage content to engage audiences and drive them to conversion.

• This role will report to the Senior Director – Lifecycle Marketing (B2C).

Educational Requirements

• University (Degree) Preferred

Work Experience

• 5+ Years Required; 7+ Years Preferred

Physical Requirements

• Physical Requirements: Sedentary Work

Career Level
8IC

Required:

• 5+ years proven experience with both strategy and execution of marketing trigger campaigns across multiple channels including email, direct mail, digital, in-app, push, SMS etc.

Preferred:

• 7+ years proven experience with both strategy and execution of marketing trigger campaigns across multiple channels including email, direct mail, digital, in-app, push, SMS etc.  This experience should include 3+ years specifically on customer enrollment and onboarding campaign
• Proven experience launching B2C marketing campaigns in the financial services industry
• Proven experience developing A/B testing frameworks and experiment design
• University Degree
• Strong analytical skills and comfort working with data and reporting in a metrics-driven environment
• Experience with creating comprehensive customer journeys with key decision points and logic to help drive a more personalized experience
• Experience working with data-science predictive models and how it can drive audience segmentation and personalization
• Literacy in financial topics and retirement to help drive education at every customer touch point to drive engagement and conversion
• Proven expertise in project management (Workfront preferred), data-driven marketing, customer segmentation, and automation
• Proficient in Email Marketing platforms (Salesforce Marketing Cloud a plus)
• Ability to both think strategically and implement tactically, with excellent communication and leadership skills
• Experience with HTML and responsive email design a plus

#LI-VM1

Related Skills

Audience Insights, Budgeting, Campaign Management, Differentiates Value Proposition, Influence, Lead and Demand Generation, Marketing Analytics, Marketing Channels, Marketing Strategic Planning, Prioritizes Effectively, Relationship Management

Anticipated Posting End Date:

2025-03-07

Base Pay Range: $99,400/yr. - $160,000/yr.

Actual base salary may vary based upon, but not limited to, relevant experience, time in role, base salary of internal peers, prior performance, business sector, and geographic location.  In addition to base salary, the competitive compensation package may include, depending on the role, participation in an incentive program linked to performance (for example, annual discretionary incentive programs, non-annual sales incentive plans, or other non-annua