Lifecycle Marketing Lead

Society for Human Resource Management (SHRM); Alexandria (VA); Hybrid; USD 100,000 - 120,000; Full time

Benefits offered by this job

Health benefits

Dental benefits

Vision benefits

Well-being program

Retirement plan

HSA/FSA

Open leave

Bonus incentives

Professional growth

Job summary

SHRM seeks a Lifecycle Marketing Lead to drive targeted campaigns across the member and customer lifecycle. You will act as a subject-matter expert, coordinating across departments to optimize budgets, reporting, and insights for marketing effectiveness.

The role emphasizes retention, renewal, and engagement, with a strong focus on data-informed strategies and collaboration with Finance and BI for performance measurement.

Qualifications

• Seven (7) or more years of experience in lifecycle, retention, performance, or integrated marketing.
• Demonstrated experience developing and executing marketing campaigns across multiple products or audiences.
• Experience coordinating cross-functional projects and influencing stakeholders.
• Experience with marketing budget tracking, financial reporting, marketing automation platforms, and performance analytics.

Responsibilities

• Lead the development and execution of lifecycle marketing campaigns and engagement journeys focused on strengthening member retention, renewal, and overall engagement.
• Apply audience insights, behavioral data, and lifecycle stages to develop targeted marketing strategies aligned with BAM's B2M approach.
• Coordinate and execute integrated marketing initiatives for designated products and projects with cross-functional stakeholders.
• Partner with Content, Campaign Strategy, MarTech, Product, and other teams to ensure effective implementation of marketing activities.
• Coordinate marketing budget tracking, monitor expenditures against allocations, reconcile spending with Finance, and identify variances for review.
• Maintain marketing performance dashboards and scorecards tracking renewal rates, CAC, margin contribution, and campaign effectiveness.
• Collaborate with BI and Finance to validate reporting accuracy, analyze performance trends, and provide actionable recommendations.

Skills

Lifecycle marketing

Retention marketing

Performance marketing

Data analysis

Stakeholder management

Cross-functional collaboration

Education

Bachelor’s degree in Marketing, Business, Communications, or a related field

Tools

Marketing automation platforms

Analytics tools

BI dashboards tools

Job description

Summary

The Lifecycle Marketing Lead role supports BAM's business-to-moment (B2M) marketing strategy through the development and execution of targeted, data-informed marketing initiatives aligned with audience needs and key moments throughout the member and customer lifecycle.

This individual contributor role serves as a subject matter expert in lifecycle and retention marketing, leading the execution of marketing initiatives for designated products and strategic priorities. The Lead collaborates across teams to coordinate marketing budget tracking, maintain performance reporting, and provide actionable insights that support marketing effectiveness and informed business decisions.

Responsibilities

• Lead the development and execution of lifecycle marketing campaigns and engagement journeys focused on strengthening member retention, renewal, and overall engagement.
• Apply audience insights, behavioral data, and lifecycle stages to develop targeted marketing strategies aligned with BAM's business-to-moment (B2M) approach.
• Coordinate and execute integrated marketing initiatives for designated products, emerging offerings, and special projects in collaboration with cross-functional stakeholders.
• Partner with Content, Campaign Strategy, MarTech, Product, and other teams to ensure effective implementation and alignment of marketing activities.
• Coordinate marketing budget tracking, monitor expenditures against approved allocations, reconcile spending with Finance, and identify variances for review.
• Support visibility into marketing investments and resource utilization by maintaining accurate financial tracking and reporting.
• Develop and maintain marketing performance dashboards and scorecards, tracking key metrics such as renewal rates, customer acquisition costs, margin contribution, and campaign effectiveness.
• Collaborate with Business Intelligence and Finance to validate reporting accuracy, analyze performance trends, and provide actionable recommendations to support continuous improvement.
• Perform other duties and projects as assigned.

Education & Experience Requirements

Education

• Bachelor’s degree in Marketing, Business, Communications, or a related field, or relevant equivalent experience in lieu of degree.

Experience

• Seven (7) or more years of experience in lifecycle, retention, performance, or integrated marketing.
• Demonstrated experience developing and executing marketing campaigns and initiatives across multiple products, audiences, or customer segments.
• Experience coordinating cross-functional projects and influencing stakeholders without direct supervisory authority.
• Experience with marketing budget tracking, financial reporting, marketing automation platforms, and performance analytics.

Certifications - NA

Knowledge, Skills & Abilities

• Advanced knowledge of lifecycle, retention, and performance marketing strategies, including audience segmentation and customer engagement.
• Ability to translate member and customer insights into effective, data-informed marketing campaigns and engagement journeys.
• Strong analytical skills, including experience developing dashboards, performance scorecards, and actionable business reporting.
• Working knowledge of marketing budgets, expenditure tracking, financial reconciliation, and performance measurement.
• Strong project management and organizational skills, with the ability to independently manage multiple initiatives and competing priorities.
• Excellent communication, collaboration, and stakeholder management skills, with the ability to influence outcomes across cross-functional teams.
• Ability to provide subject matter expertise, guidance, and recommendations to support marketing initiatives and continuous improvement.
• Ability to effectively leverage artificial intelligence (AI) tools and technologies to streamline workflows, enhance productivity, and improve overall work quality.

Physical Requirements

This position operates in a typical office environment (which includes a home office setting) and requires the ability to perform essential job functions with or without reasonable accommodation. Physical requirements may include:

• Prolonged periods of sitting at a desk and working on a computer.
• Frequent use of hands and fingers for typing, handling documents, and using office equipment.
• Occasional standing, walking, bending, and reaching.
• Ability to lift and carry up to 30 pounds as needed.
• Clear verbal and written communication skills for effective interaction with colleagues and stakeholders.

Work Environment

Hybrid Schedule (3 Days In-Office/2 Days Remote)

This position follows a hybrid work schedule, with Tuesday through Thursday in office and Monday and Friday remote. Employees must be available during standard business hours, with core hours beginning between 8:00–9:00 a.m. and concluding between 5:00–6:00 p.m. local time.

Travel: Occasional 0 – 10%

The hiring range for this position is $100,000 to $120,000 per year. This range is an estimate, and the actual salary may vary based on the candidate's experience, skills, and qualifications. SHRM offers a competitive and comprehensive total rewards package. The benefits for this position include professional growth and development, health, dental, vision, well-being, health savings, flexible spending, retirement, open leave, and annual discretionary bonus and incentives.