Senior Lifecycle Marketing Lead

OH0523 Independence Bus Office, OH0713 NW Bancshares HQ, PA0258 Bellevue, PA0736 Administration Center

Job Description

Northwest Bank is seeking a strategic and results-driven Senior Lifecycle Marketing Lead to own the development, execution, and optimization of personalized customer marketing programs across the customer lifecycle. This role will be responsible for driving engagement, retention, deepening relationships, and customer growth through the delivery of highly targeted, data-driven communications and experiences.

The Senior Lifecycle Marketing Lead will drive the strategy and operations supporting Northwest's one-to-one marketing ecosystem, including email marketing, direct mail, customer journey orchestration, and Customer Data Platform (CDP) use case activation. Working at the intersection of marketing, data, technology, and customer experience, this individual will transform customer insights into relevant and timely communications that help customers achieve their financial goals while driving measurable business outcomes.

This role serves as a key connector between Marketing, Digital, Analytics, Product, Technology, Operations, and Compliance teams to ensure personalized marketing initiatives are executed effectively and responsibly. The ideal candidate combines customer-centric thinking with analytical rigor and operational excellence, bringing a passion for leveraging data and technology to create more meaningful customer experiences.

As Northwest continues to enhance its personalization capabilities, this role will help shape the future of relationship marketing by identifying opportunities to deliver the right message, to the right customer, at the right time, through the right channel.

Essential Functions

• Lifecycle Marketing Strategy & Execution

• Develop and execute lifecycle marketing strategies that support customer acquisition, onboarding, engagement, retention, product adoption, and relationship deepening.

• Create customer contact strategies and journey frameworks that improve customer experiences while driving business growth.

• Lead cross-channel customer engagement programs across email and direct mail, with strong integration with other partners internally across CRM, digital marketing, and other key programs.

• Email Marketing and Customer Data Platform (CDP) Journey Orchestration and Activation

• Own the strategy, execution, and optimization of email marketing campaigns and automated customer journeys.

• Establish best practices related to audience targeting, personalization, testing (e.g., send times, subject lines, body content, etc.) deliverability, and performance monitoring.

• Support campaign planning calendar development and ensure timely execution of marketing initiatives.

• Responsible for managing both Service and Commercial email campaigns.

• Serve as a business owner and power user for customer audience management and CDP activation efforts.

• Partner with Analytics, Data, and Technology teams to develop audience strategies, segmentation frameworks, and activation processes. Help define audience eligibility, suppression, and contact governance standards.

• Direct Mail Strategy & Operations

• Lead the planning and execution of targeted direct mail campaigns to both prospects and existing customers.

• Partner with internal team members and external vendors to manage production, targeting, fulfillment, and campaign measurement.

• Monitor campaign performance and continually improve targeting, response rates, and operational efficiency.

• Partner with internal marketing and operations teams to evolve incentive strategies and capabilities.

• Cross-Functional Leadership

• Collaborate with Marketing, Communications, Analytics, Line of Business, Data, Technology, and other leaders internally and externally to prioritize omnichannel campaigns and use cases based upon value-based prioritization processes.

• Ensure seamless customer experiences which cultivate deeper relationships through multiple channel activations.

• Manage relationships with marketing technology partners, agencies, and vendors.

• Partner closely with Compliance, Legal, and Risk teams throughout campaign development and execution to ensure all communications comply with applicable regulatory requirements, privacy standards, and internal policies.

Additional Essential Functions

• Ensure compliance with Northwest’s policies and procedures, and Federal/State regulations

• Navigate Microsoft Office Software, computer applications, and software specific to the department in order to maximize technology tools and gain efficiency

• Work as part of a team

• Work with on-site equipment

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Education

Bachelor's Degree Marketing, Business, Communications, Journalism, or related field.

Work Experience

3 - 5 years Directly related, progressively responsible work experience

3 - 5 years Experience in brand management, marketing, content strategy, or related fields.

3 - 5 years Demonstrated experience with Email platforms, such as HubSpot, or similar.

2 - 3 years Familiarity with Customer Data Platforms (CDP) or similar campaign management and journey orchestration technologies.

2 - 3 years Familiarity with direct mail operations and integrated customer engagement programs.

3 - 5 years Demonstrated knowledge of addressable audience data, data privacy, and consent management.

3 - 5 years Strong writing and editorial skills, with the ability to simplify complex financial concepts for broad audiences.

Additional Knowledge, Skills and Abilities

• Experience required in developing educational content, training materials, or presentations.

• Experience with Email marketing platforms, such as HubSpot, Salesforce Marketing Cloud, Adobe Campaign, or similar.

Northwest is an equal opportunity employer. We are committed to creating an inclusive environment for all employees.