Lifecycle Marketing Lead - Insurance
Fabric · New York City · $140,000–$160,000 (stated in the posting)
Lifecycle Marketing Lead, Insurance
About the Role
We are looking for an experienced Lifecycle Marketing Lead to own and evolve lifecycle marketing for our insurance business. This person will be responsible for developing customer communication strategies across the lifecycle, improving segmentation and personalization, identifying cross-sell opportunities, and ensuring our marketing technology and customer data are being used effectively.
This is a highly cross-functional role at the intersection of marketing, product, data, design, and technology. The ideal candidate combines strong lifecycle marketing expertise with enough technical fluency to work effectively with data and platform teams. They do not need to be a data scientist or engineer, but they should know how to ask the right questions, translate customer and business needs into data requirements, and turn those insights into effective marketing programs.
Experience in insurance or another complex, regulated consumer business is strongly preferred.
What You'll Do
Own Lifecycle Marketing for the Insurance Business
- Develop and execute lifecycle marketing strategies across key stages of the insurance customer journey, from prospect nurturing and conversion through onboarding, engagement, retention, and cross-sell.
- Identify opportunities to improve the relevance, timing, and effectiveness of customer communications.
- Build and optimize automated, trigger-based, and behaviorally driven marketing programs.
- Establish testing and optimization roadmaps to continuously improve customer engagement and business outcomes.
Drive Segmentation and Personalization
- Partner closely with Data Science and Analytics teams to develop and refine customer personas, audiences, and segmentation strategies.
- Help frame the right business and customer questions for the data team, translating marketing objectives into actionable data requirements.
- Use customer attributes, behaviors, product ownership, lifecycle stage, and other signals to improve targeting and personalization.
- Work with teams leveraging BI tools and other customer data sources to make relevant data accessible and actionable within marketing platforms.
- Develop a strong understanding of the customer data ecosystem, including both modern data sources and legacy environments, without needing to directly perform data engineering or advanced analytics.
Develop Cross-Sell Opportunities
- Identify opportunities to introduce customers to additional insurance products and relevant offerings throughout the customer lifecycle.
- Partner with Product, Data Science, and business teams to determine the right customer, product, message, and timing for cross-sell experiences.
- Build programs that balance business objectives with customer relevance and experience.
- Measure and optimize cross-sell journeys over time.
Work Cross-Functionally
- Build strong relationships across Marketing, Product, Data Science, Analytics, Engineering, Design, Compliance, and insurance business teams.
- Coordinate stakeholders to move complex lifecycle initiatives from strategy through execution.
- Clearly communicate requirements, priorities, tradeoffs, and results to both technical and non-technical audiences.
- Navigate the regulatory and operational considerations associated with communicating with insurance customers.
What We're Looking For
Required Qualifications
- Significant experience in lifecycle marketing, CRM, customer engagement, or marketing automation.
- Hands-on experience working with Braze, Salesforce Marketing Cloud, or a comparable enterprise lifecycle marketing platform.
- Demonstrated experience developing automated and personalized customer journeys.
- Strong understanding of customer segmentation, targeting, experimentation, and personalization.
- Experience partnering with Data Science, Analytics, or data engineering teams to turn marketing questions into actionable audiences and customer experiences.
- Ability to understand customer data models and data flows without needing to personally perform advanced analytics or data engineering.
- Experience partnering closely with Product teams in a digital or consumer-focused organization.
- Experience managing or directing the design and evolution of customer communications.
- Strong cross-functional project leadership and stakeholder management skills.
- Excellent communication skills, including the ability to bridge business, marketing, product, and technical teams.
Preferred Qualifications
- Experience in insurance, financial services, or another highly regulated consumer industry.
- Experience developing cross-sell or multi-product customer strategies.
- Experience with Braze specifically.
- Familiarity with data environments and experience operating across evolving data architectures.
- Experience participating in or leading a CRM, marketing automation, or customer engagement platform migration.
- Experience working within a sophisticated customer data ecosystem spanning multiple products, platforms, and data sources.
What Success Looks Like
The successful candidate will develop a deep understanding of our insurance customers and create more relevant, personalized experiences throughout their relationship with us. They will help strengthen the connection between customer data, product experiences, and marketing communications; make it easier to activate meaningful customer segments; expand our lifecycle and cross-sell capabilities; and continue maturing the technology and processes that support our insurance marketing organization.
We are looking for candidates in the greater NYC area, as this position is Hybrid and will require an in-person presence a few days a week at our offices in Brooklyn, NY.
Salary: $140,000 - $160,000