Digital Marketing Director

icreatives; Shrewsbury (MA); Hybrid; USD 100,000 - 120,000; Full time

Job summary

icreatives is seeking a Director of Digital Marketing to lead lifecycle and growth across all digital channels from Worcester, MA. This hybrid role combines strategic vision with hands-on leadership to drive member acquisition, onboarding, engagement, retention, and deposit growth.

You will build always-on, behavior-triggered journeys powered by CRM, marketing automation, and AI, manage budgets, shape the tech stack, and collaborate with Retail, Lending, IT, and Member Experience to deliver

Qualifications

• Bachelor's degree required or equivalent experience.
• 8–10 years in B2C digital marketing with 5+ years leading lifecycle, CRM, and automation.
• Financial services, fintech, or subscription-based experience preferred.
• Proven success building trigger-based journeys for acquisition and retention.

Responsibilities

• Growth & Leadership - Own lifecycle strategy, budget, and roadmap. Serve as SME for CRM, automation, and B2C digital marketing. Lead and coach team members.
• Lifecycle & Journeys - Design programs for acquisition, onboarding, cross-sell, retention, and win-back. Map key member moments and build trigger-based communications.
• CRM & Data - Own segmentation, audiences, and personalization. Partner with Data/IT to integrate member data while managing consent and privacy.
• Automation & AI - Run the marketing automation platform. Pilot and scale AI for content, personalization, and optimization.
• Omnichannel Marketing - Lead email, SMS, push, in-app, web personalization, and paid digital. Ensure consistent member experience across channels.
• Acquisition & Conversion - Optimize landing pages, offers, and application flow. Reduce abandonment and drive funded accounts.
• Measurement - Track KPIs: new members, deposits, retention, ROMS, cost per funded account. Run testing and report insights to leadership.
• MarTech & Vendors - Own the tech stack roadmap. Evaluate tools and manage agencies for performance and ROI.
• Compliance & Collaboration - Ensure all programs meet regulatory requirements. Partner with Retail, Lending, IT, and Member Experience to align efforts.

Skills

CRM platforms

Marketing automation

Email marketing

SMS marketing

Paid search/social

Web personalization

AI in marketing

Analytics (GA4/GTM)

SQL

CAN-SPAM compliance

Communication

Education

Bachelor's in Marketing, Business, Communications or equivalent

Job description

Director of DigitalMarketing

Hybrid Full Time Role /onsite 2 days per week, with flexibility to split into 4 half days

Near Worcester, MA

Salary 100k-120k

Who We Are

We're a people-first organization built on teamwork, service, and community. Our values center on delivering exceptional experiences, being nimble, resilient, and loyal, while putting members first in everything we do.

The Role

This strategic, hands-on leader owns lifecycle and digital growth marketing. You will drive member acquisition, onboarding, engagement, retention, and deposit growth by delivering the right message to the right member at the right time across all digital channels. You'll build always-on, behavior-triggered journeys powered by CRM, marketing automation, and AI, and be accountable for business outcomes like funded accounts, deposit balances, and products per member.

Key Responsibilities

Growth & Leadership - Own lifecycle strategy, budget, and roadmap. Serve as SME for CRM, automation, and B2C digital marketing. Lead and coach team members.

Lifecycle & Journeys - Design programs for acquisition, onboarding, cross-sell, retention, and win-back. Map key member moments and build trigger-based communications.

CRM & Data - Own segmentation, audiences, and personalization. Partner with Data/IT to integrate member data while managing consent and privacy.

Automation & AI - Run the marketing automation platform. Pilot and scale AI for content, personalization, and optimization.

Omnichannel Marketing - Lead email, SMS, push, in-app, web personalization, and paid digital. Ensure consistent member experience across channels.

Acquisition & Conversion - Optimize landing pages, offers, and application flow. Reduce abandonment and drive funded accounts.

Measurement - Track KPIs: new members, deposits, retention, ROMS, cost per funded account. Run testing and report insights to leadership.

MarTech & Vendors - Own the tech stack roadmap. Evaluate tools and manage agencies for performance and ROI.

Compliance & Collaboration - Ensure all programs meet regulatory requirements. Partner with Retail, Lending, IT, and Member Experience to align efforts.

Work Environment

Hybrid role: onsite 2 days per week, with flexibility to split into 4 half days. 4 fully remote days per year available. Standard hours with defined core hours. Building access follows security protocols.

Requirements

Education: Bachelor's in Marketing, Business, Communications, or equivalent experience.

Experience: 8-10 years in B2C digital marketing, including 5+ years leading lifecycle, CRM, and automation with direct P&L/budget ownership. Financial services, fintech, or subscription-based business experience preferred. Proven success building trigger-based journeys that increased acquisition/retention.

Skills:

Expert in CRM/marketing automation platforms. Strong across email, SMS, push, paid search/social, and web personalization. Experience applying AI to marketing. Analytics proficiency with GA4, GTM, and testing tools. SQL a plus. Knowledge of CAN-SPAM, TCPA, and financial regulations preferred. Strong communicator and collaborator.

You Are:

A strategic builder who is equally comfortable in the boardroom and in the platform. Data-driven, curious, and obsessed with member experience and results. You thrive on small teams, create structure, and take action.

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icreatives is an Equal Employment Opportunity Employer. All qualified applicants and talent will receive consideration for employment without regard to race, color, religion, sex, age, sexual orientation, gender identity, national origin, disability, protected veteran status, or any other characteristics protected by law. We believe in providing a culture that embraces and champions diversity, equity, and inclusion because it truly fosters creativity.