Lifecycle Marketing Manager

Lifecycle Marketing Manager

The Lifecycle Marketing Manager owns the strategy, execution, and continuous optimization of TDECU's Member lifecycle communications across email, SMS, and emerging digital channels. This role is responsible for designing and orchestrating data-driven, personalized journeys that deepen Member relationships, improve engagement, and drive measurable business outcomes across onboarding, adoption, cross-sell, and retention. Serving as a bridge between Digital Marketing, CRM, Marketing Insights & Analytics, IT, and Brand, this role ensures that lifecycle marketing is scalable, compliant, and aligned with TDECU's broader digital and personalization strategy.

Essential Duties and Responsibilities

Lifecycle Strategy & Ownership

• Own the end-to-end lifecycle communication strategy, including onboarding, engagement, cross-sell, retention, and reactivation
• Define contact strategy, cadence, prioritization, and suppression rules across channels
• Align lifecycle programs with organizational goals, product strategies, and Member experience priorities
• Identify and prioritize opportunities to shift from campaign-based execution to automated, always-on journeys

Journey Design & Campaign Execution

• Design, build, test, and optimize automated journeys within Microsoft Dynamics and future marketing platforms
• Develop scalable templates, personalization logic, and dynamic content strategies
• Expand lifecycle programs into SMS and other emerging channels as capabilities mature
• Ensure all lifecycle communications align with brand standards, UX best practices, and compliance requirements

Platform Ownership & Evolution

• Serve as the marketing subject matter expert for marketing automation within Microsoft Dynamics
• Partner with CRM, IT, and Digital teams to ensure platforms are integrated, scalable, and well governed
• Contribute to the evaluation and implementation of future marketing cloud capabilities (e.g., Adobe or equivalent)
• Translate real-world usage into platform requirements, enhancements, and roadmap inputs

Data, Segmentation & Personalization

• Partner with Marketing Insights & Analytics to operationalize segmentation models (e.g., Claritas P$YCLE)
• Ensure data quality, availability, and usability for automation and personalization use cases
• Leverage behavioral data and triggers to drive relevant, real-time Member interactions
• Continuously refine targeting and personalization strategies based on performance insights

Performance & Optimization

• Define KPIs for lifecycle programs (e.g., engagement, conversion, retention, product adoption)
• Monitor performance and continuously optimize journeys, cadence, and messaging
• Establish testing frameworks (A/B, multivariate) to improve effectiveness over time

Governance & Compliance

• Ensure all lifecycle communications adhere to regulatory and compliance requirements (e.g., CAN-SPAM, NCUA)
• Define and maintain standards for consent management, suppression logic, and data usage
• Establish governance for automation design, QA, deployment, and ongoing management

Cross-Functional Leadership

• Serve as the central point of coordination for lifecycle marketing across Digital, CRM, MIA, IT, Brand, and Vendors.
• Provide guidance and enablement to partners contributing content or requirements
• Drive process improvements that increase speed, consistency, and scalability of lifecycle marketing.
• Lead a strong team

Minimum Qualifications

Education:

• Bachelor's degree in marketing, Communication, Business, Data Analytics, or related field is required.
• Equivalent combination of education and relevant experience may be considered

Certifications:

• Microsoft Dynamics 365 Marketing certification or equivalent is preferred

Experience:

• 7–10 years of experience in lifecycle marketing, CRM marketing, or marketing automation
• Hands-on expertise with Microsoft Dynamics marketing (or comparable platform)
• Proven experience designing and executing automated lifecycle journeys
• Demonstrated ability to translate customer or member data into segmentation, targeting, and personalized communications
• Experience collaborating cross-functionally with Marketing, Analytics, Technology, and Product partners

Preferred:

• Microsoft Dynamics 365 Marketing certification or equivalent
• Experience supporting or implementing a marketing cloud platform layered on a CRM
• Email marketing or lifecycle marketing certifications from recognized platforms or industry organizations
• Experience expanding lifecycle programs into SMS or omnichannel engagement
• Financial services or regulated industry experience

Knowledge, Skills, and Abilities:

• Technical Skills: Proficiency with one or more major MarTech platforms (Adobe Experience Cloud, Salesforce Marketing Cloud, etc.) or other composable MarTech platforms such as Segment, Hightouch, Braze, etc. Familiarity with APIs, data flows, event-driven tagging, and real-time integrations.
• Analytical Mindset: Ability to interpret complex data, derive insights, and translate them into actionable marketing strategies.
• Collaboration & Communication: Exceptional interpersonal skills to partner with both technical and non-technical teams, clearly articulate solutions and best practices.
• Project Execution: A track record of driving projects to completion—coordinating across multiple teams, adhering to timelines, and maintaining strong documentation.
• Growth Mindset: Passion for learning, experimenting with new technologies, and adopting innovative strategies to elevate our marketing initiatives.
• Advanced knowledge of relevant software including Microsoft Office (Word, Excel, PowerPoint, Visio).

Physical Demands and Work Environment:

(The physical demands and work environment characteristics described herein are representative of those that must be met by an employee to successfully perform essential functions of this position and/or may be encountered while performing essential functions. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.)

• While performing the essential duties of this position, an employee would frequently be required to stand, walk, and sit.
• Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus.
• The noise level in the work environment is usually moderate.
• Our company offers a dynamic hybrid work arrangement, which requires three days of on-site work. Our retail roles are required to be onsite at the branch locations.

Disclaimer:

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of personnel so classified.

Texas Dow Employees Credit Union is an equal opportunity employer, dedicated to a policy of non-discrimination in employment on any basis including race, color, age, protected veteran status, sex, religion, disability, genetic information, national origin, or other status protected by federal, state, or local law. Consistent with the American Disabilities Act, applicants may request accommodations needed to participate in the application process.