Lifecycle Marketing Manager: Retention & Initiatives

SHRM; Alexandria (VA); Hybrid; USD 110,000 - 130,000; Full time

Job summary

SHRM is seeking a Marketing Manager, Lifecycle & Special Initiatives, to drive data-informed, targeted experiences aligned with audience needs and pivotal moments. The role centers on lifecycle marketing for member retention, product-focused marketing, and managing budgets with clear performance dashboards for BAM leadership.

Responsibilities include designing always-on journeys, collaborating across stakeholders, and delivering measurable marketing outcomes while leveraging AI tools to optimize

Qualifications

• Seven or more years of lifecycle, retention, performance, or integrated marketing experience.
• Experience scaling marketing strategies across multiple products or audiences.
• Experience with budgets, spend tracking, and financial reporting.
• Experience with marketing analytics and campaign measurement.

Responsibilities

• Design and execute always-on lifecycle journeys to strengthen engagement, retention, and renewal with renewal as a KPI.
• Use audience behavior and moments to craft relevant engagement strategies beyond basic segmentation.
• Lead strategy and execution for designated products, innovations, and initiatives with distinct audiences.
• Partner with Content, Campaign Strategy, MarTech, Product, and other stakeholders on integrated plans.
• Manage BAM marketing budget tracking, spend reconciliation, and variance identification.
• Coordinate visibility into investments across strategic spend categories for informed decisions.
• Build and maintain integrated marketing scorecards including renewal, CAC, margin, and campaign metrics.
• Collaborate with BI and Finance to ensure accurate, actionable reporting.
• Translate marketing performance data into clear insights for leadership.

Skills

Lifecycle marketing

Retention marketing

Performance marketing

Dashboards & scorecards

Executive-level reporting

Stakeholder management

Project management

AI tools usage

Education

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

Tools

Marketing automation platforms

NetSuite/GL reporting

Job description

SHRM is seeking a Marketing Manager, Lifecycle & Special Initiatives, to drive data-informed, targeted experiences aligned with audience needs and pivotal moments. The role centers on lifecycle marketing for member retention, product-focused marketing, and managing budgets with clear performance dashboards for BAM leadership.

Responsibilities include designing always-on journeys, collaborating across stakeholders, and delivering measurable marketing outcomes while leveraging AI tools to optimize