Senior Lifecycle Marketing Lead

Job Description

Northwest Bank is seeking a strategic and results-driven Senior Lifecycle Marketing Lead to own the development execution and optimization of personalized customer marketing programs across the customer lifecycle. This role will be responsible for driving engagement retention deepening relationships and customer growth through the delivery of highly targeted data-driven communications and experiences.

The Senior Lifecycle Marketing Lead will drive the strategy and operations supporting Northwests one-to-one marketing ecosystem including email marketing direct mail customer journey orchestration and Customer Data Platform (CDP) use case activation. Working at the intersection of marketing data technology and customer experience this individual will transform customer insights into relevant and timely communications that help customers achieve their financial goals while driving measurable business outcomes.

This role serves as a key connector between Marketing Digital Analytics Product Technology Operations and Compliance teams to ensure personalized marketing initiatives are executed effectively and responsibly. The ideal candidate combines customer-centric thinking with analytical rigor and operational excellence bringing a passion for leveraging data and technology to create more meaningful customer experiences.

As Northwest continues to enhance its personalization capabilities this role will help shape the future of relationship marketing by identifying opportunities to deliver the right message to the right customer at the right time through the right channel.

Essential Functions

Lifecycle Marketing Strategy & Execution

Develop and execute lifecycle marketing strategies that support customer acquisition onboarding engagement retention product adoption and relationship deepening.

Create customer contact strategies and journey frameworks that improve customer experiences while driving business growth.

Lead cross-channel customer engagement programs across email and direct mail with strong integration with other partners internally across CRM digital marketing and other key programs.

Email Marketing and Customer Data Platform (CDP) Journey Orchestration and Activation

Own the strategy execution and optimization of email marketing campaigns and automated customer journeys.

Establish best practices related to audience targeting personalization testing (e.g. send times subject lines body content etc.) deliverability and performance monitoring.

Support campaign planning calendar development and ensure timely execution of marketing initiatives.

Responsible for managing both Service and Commercial email campaigns.

Serve as a business owner and power user for customer audience management and CDP activation efforts.

Partner with Analytics Data and Technology teams to develop audience strategies segmentation frameworks and activation processes. Help define audience eligibility suppression and contact governance standards.

Direct Mail Strategy & Operations

Lead the planning and execution of targeted direct mail campaigns to both prospects and existing customers.

Partner with internal team members and external vendors to manage production targeting fulfillment and campaign measurement.

Monitor campaign performance and continually improve targeting response rates and operational efficiency.

Partner with internal marketing and operations teams to evolve incentive strategies and capabilities.

Cross-Functional Leadership

Collaborate with Marketing Communications Analytics Line of Business Data Technology and other leaders internally and externally to prioritize omnichannel campaigns and use cases based upon value-based prioritization processes.

Ensure seamless customer experiences which cultivate deeper relationships through multiple channel activations.

Manage relationships with marketing technology partners agencies and vendors.

Partner closely with Compliance Legal and Risk teams throughout campaign development and execution to ensure all communications comply with applicable regulatory requirements privacy standards and internal policies.

Additional Essential Functions

Ensure compliance with Northwests policies and procedures and Federal/State regulations

Navigate Microsoft Office Software computer applications and software specific to the department in order to maximize technology tools and gain efficiency

Work as part of a team

Work with on-site equipment

QUALIFICATIONS

To perform this job successfully an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education

Bachelors DegreeMarketing Business Communications Journalism or related field.

Work Experience

3 - 5 yearsDirectly related progressively responsible work experience

3 - 5 yearsExperience in brand management marketing content strategy or related fields.

3 - 5 yearsDemonstrated experience with Email platforms such as HubSpot or similar.

2 - 3 yearsFamiliarity with Customer Data Platforms (CDP) or similar campaign management and journey orchestration technologies.

2 - 3 yearsFamiliarity with direct mail operations and integrated customer engagement programs.

3 - 5 yearsDemonstrated knowledge of addressable audience data data privacy and consent management.

3 - 5 yearsStrong writing and editorial skills with the ability to simplify complex financial concepts for broad audiences.

Additional Knowledge Skills and Abilities

Experience required in developing educational content training materials or presentations.

Experience with Email marketing platforms such as HubSpot Salesforce Marketing Cloud Adobe Campaign or similar.

Northwest is an equal opportunity employer. We are committed to creating an inclusive environment for all employees.