Lifecycle Marketing Lead — Data-Driven Retention & Engagement

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

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.