Director, Member Marketing

Job Overview

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.

Responsibilities

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
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