Member Lifecycle Strategy & Engagement Manager

ace; Costa Mesa (CA); On-site; USD 140,000 - 190,000; Full time

Job summary

Auto Club Enterprises seeks a Manager of Member Lifecycle Strategy & Engagement to define and execute end-to-end lifecycle programs across onboarding, activation, engagement, renewal, and retention. You will lead journeys, personalization, and loyalty initiatives, partnering with Analytics, Marketing, and Finance to drive value for over 18 million members.

You will synthesize data, oversee cross-functional initiatives, and coach a team to optimize lifetime value and retention, delivering

Qualifications

• 7+ years leading customer lifecycle strategy, membership programs, loyalty or retention programs, or related consumer services.
• Experience developing customer, member, subscriber, loyalty, or retention strategies that improve engagement, retention, renewal, CLV, or household growth.
• Experience designing lifecycle frameworks, journey maps, engagement models, segmentation or retention programs for membership or services.
• Strong strategic thinking with ability to translate vision into execution plans and measurable outcomes.
• Experience partnering with Analytics/Data Science to define success metrics and translate results into actions.
• Experience working cross-functionally to align priorities and deliver cohesive member experiences.

Responsibilities

• Define and evolve the lifecycle framework across acquisition, onboarding, activation, engagement, renewal, retention, advocacy, and household growth.
• Analyze member behavior and market trends to identify opportunities that strengthen value and differentiation.
• Develop segmentation strategies to deliver personalized experiences at scale.
• Partner with Analytics and Finance to understand drivers of retention, renewal, and lifetime value.
• Evaluate and develop loyalty, rewards, and partner benefits to reinforce engagement and retention objectives.
• Collaborate with Marketing, Digital Engineering, Analytics, Finance, Legal and Operations to align priorities.
• Define and monitor KPIs for engagement, retention, and satisfaction and translate insights into action.
• Track outcomes with dashboards and drive data-informed decisions.
• Build trusted relationships and lead through collaboration while focusing on member and business outcomes.
• Hire, coach, mentor, and motivate staff to achieve lifecycle goals.

Skills

Lifecycle strategy

Loyalty programs

Retention strategies

Cross-functional collaboration

Data-driven decisions

Staff leadership

Job description

Member Lifecycle Strategy & Engagement Manager

As Manager of Member Lifecycle & Engagement, you will define and execute AAA's end-to-end member lifecycle strategy. You will identify the moments that matter across the member journey, develop programs that increase engagement, value realization, and retention, and cross-functional efforts that help AAA become indispensable to members throughout their lifetime relationship with the organization. This role oversees engagement-related touchpoints including onboarding, notifications, personalization, lifecycle journeys, messaging, AI experiences, loyalty systems, and other membership recommendations.

Directs the development, planning and implementation of product and process development for new products. Activities include, but are not limited to, conducting thorough market analysis and research, defining product features and workflows, developing and implementing new product features, developing distribution plans, creating cost-benefit analysis, working with the assigned marketing team to create a marketing plan and appropriate support materials, and interfacing with both internal and external resources to implement programs. Responsible for managing timelines and internal and external resources to launch products on time and within budget.

What You Will Do

• Define and evolve the lifecycle framework across acquisition, onboarding, activation, engagement, renewal, retention, advocacy, and household growth - overseeing all member touchpoints, engagement offers, and member communication, identifying pain points and implementing improvements to increase renewal rates. Prioritize initiatives that improve activation, retention, stickiness, and customer lifetime value.
• Analyze member behavior, market trends, competitive dynamics, and operational performance to identify opportunities that strengthen membership value and market differentiation.
• Develop member segmentation strategies based on behaviors, needs, tenure, household relationships, value, and engagement patterns to deliver personalized experiences at scale.
• Partner with Analytics and Finance to understand the drivers of member retention, renewal, household growth, and lifetime value, translating insights into actionable lifecycle strategies.
• Evaluate and develop loyalty, rewards, recognition, and benefit strategies - including earning structures, redemption categories, and partner benefits - that reinforce member engagement and retention objectives and connect to AAA's broader membership identity.
• Partner with Marketing, Digital Engineering, Analytics, Finance, Legal, and Operations teams to align priorities and deliver cohesive member experiences.
• Define and monitor key performance indicators including member engagement, retention, and member satisfaction; translate insights into actionable decisions.
• Track outcomes obsessively with dashboards, turning data into actionable next steps that accelerate impact.
• Build trusted relationships across the organization by driving collaboration, communicating clearly, influencing without direct authority, and maintaining focus on member and business outcomes.
• Hire, coach, manage, and motivate staff to achieve lifecycle and engagement goals and objectives.

Who Thrives at Auto Club Enterprises

You design the lifecycle strategies and engagement platforms that will power AAA's core membership for generations to come.

You work to influence journeys and peace of mind for more than 18 million members.

You use evidence to make decisions. You know how to brief a data science partner, interpret what the numbers show, and translate findings into program action - you close the loop, you don't just report it.

Your success is measured by real outcomes and business value.

You like owning outcomes, setting clear goals, choosing your path, and rallying partners without waiting for top-down direction.

You love working with and learning from peers who have deep, end-to-end lifecycle strategy expertise.

What You Bring

• Minimum 7 years leading customer lifecycle strategy, membership programs, loyalty or retention programs, subscription businesses, or related consumer services through the full customer or member lifecycle.
• Demonstrated experience developing customer, member, subscriber, loyalty, or retention strategies that improved engagement, retention, renewal, customer lifetime value, or household growth.
• Experience designing lifecycle frameworks, customer journey maps, engagement models, segmentation strategies, or retention programs for membership, loyalty, subscription, financial services, travel, hospitality, insurance, or consumer business.
• Strong strategic thinking skills with the ability to connect vision into execution plans, business cases, and measurable outcomes.
• Proven ability to partner with Analytics or Data Science teams to define success metrics, design experiments, interpret results, and translate findings into member journey improvements.
• Experience working cross-func