Director, Member Marketing

Director, Member Marketing

We're seeking a data-driven Director, Member Marketing to deepen engagement and strengthen relationships across the member lifecycle. This role is responsible for developing personalized, data-informed marketing programs that enhance the member experience, drive product adoption and lifetime value, increase satisfaction, and improve retention. You'll play a key role in connecting members to the right financial solutions at every stage of their journey – from onboarding to long-term loyalty.

Member Engagement & Lifecycle Marketing

• Design strategies and manage execution of multi-channel campaigns that nurture, engage, and retain members throughout their journey.
• Develop personalized lifecycle programs promoting adoption and ongoing usage of core financial products such as checking, savings, credit cards, and loans.
• Collaborate with Product, Business Intelligence, and Finance teams to identify and prioritize high-opportunity member segments.
• Utilize advanced tools like the Customer Data Platform (CDP) to segment audiences, identify engagement opportunities, and trigger behavior-based campaigns across digital and offline channels.
• Partner with email marketing team to establish and optimize automated workflows and nurture streams in the Email Service Provider (ESP) integrating with the CDP to deliver dynamic, personalized messaging.
• Lead testing and optimization efforts to improve engagement, satisfaction, and product penetration.

Member Experience Optimization

• Use data and insights to map and improve the end-to-end member journey.
• Partner with Marketing, Digital and Product teams to align marketing communications with in-app and branch experiences.
• Build and refine messaging that strengthens trust and connection throughout the member relationship.
• Advocate for a seamless, personalized experience across all member touchpoints – digital, mobile, and in-branch.

Analytics & Performance Measurement

• Monitor campaign performance and member engagement metrics throughout the lifecycle, including activation, attrition, and product penetration.
• Use A/B testing, segmentation, and cohort analysis to drive continuous improvement.
• Translate data insights into actionable recommendations to enhance the member experience.

Collaboration & Leadership

• Partner with Product, Channel and Business Intelligence/Analytics teams to develop and execute integrated member engagement strategies.
• Collaborate with marketing partners to ensure effective delivery and optimization.
• Stay informed on marketing trends, financial wellness strategies, and digital engagement best practices.
• May lead a team of 2-3 direct reports

Qualifications Education & Experience

• Bachelor's degree in Marketing, Business, Communications, or related field (Masters' or post graduate studies a plus).
• 7-10+ years of experience in performance, lifecycle, or CRM marketing – ideally within financial services, fintech, or membership organizations.
• Strong analytical and data interpretation skills; proficiency with Google Analytics, CRM systems, CDP/ESP platforms, and marketing automation tools.
• Demonstrated experience improving customer or member engagement through lifecycle or retention campaigns.
• Excellent communication, collaboration, and project management skills.

Additional Skills/Notes

• Ability to give and receive feedback in a positive, constructive, and respectful manner.
• Strong collaboration, communication, presentation, and stakeholder management skills.
• Ability to influence others, build partnerships, and effectively communicate creative ideas across all levels of the organization.
• Strong organizational skills with the ability to manage multiple priorities and deadlines in a fast-paced environment

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.