Senior Director Lifecycle Marketing

Our vision for the future is based on the idea that transforming financial lives starts by giving our people the freedom to transform their own. We have a flexible work environment, and fluid career paths. We not only encourage but celebrate internal mobility. We also recognize the importance of purpose, well-being, and work-life balance. Within Empower and our communities, we work hard to create a welcoming and inclusive environment, and our associates dedicate thousands of hours to volunteering for causes that matter most to them.

Chart your own path and grow your career while helping more customers achieve financial freedom. Empower Yourself.

The Workplace Lifecycle Marketing lead is a senior marketing leader responsible for creating better financial outcomes for workplace participants by defining and designing engaging customer journeys. This role owns the end-to-end participant lifecycle strategy across ‑employer sponsored‑ benefit plans, with a mandate to educate, engage, and support participants at critical moments in their financial lives—while protecting and strengthening relationships with plan sponsors, intermediaries, and advisors. This leader will develop and lead a team of lifecycle marketing managers assigned to various participant segments.

This leader sits at the intersection of consumer lifecycle marketing and the workplace benefits ecosystem. Success in this role requires deep lifecycle marketing expertise and proven experience operating within the constraints, sensitivities, and dynamics of the workplace benefits industry – retirement, stock plan services, consumer direct health, and more. The Workplace Lifecycle Marketing lead will be a trusted partner to workplace relationship teams and a steward of participant communications that build long-term‑ trust, confidence, and financial wellbeing.

This role reports to the VP Growth Marketing and Strategy in the Consumer Marketing org, and works closely with Growth Marketing, Product Marketing, Relationship Management, and Advisory teams.

What you will do:

• Define and lead the workplace participant lifecycle marketing strategy with a clear focus on improving participant financial outcomes.
• Design state based‑ lifecycle journeys that support participants across key workplace moments, including onboarding and enrollment, contribution changes, vesting milestones, loans and hardships, job change or termination, rollover consideration, and retirement readiness.
• Establish engagement models that help participants better understand their benefits, take confident action, and build long term‑ relationships with Empower.
• Translate participant needs, behaviors, and lifecycle states into clear engagement priorities and scalable programs.
• Work with digital product teams to establish engagement ‘loops’ that keep participants coming back to Empower’s digital experiences.
• Build credibility and trust with sponsor facing teams by ensuring participant lifecycle programs are ‑sponsor safe, compliant, and aligned to client objectives‑.

• Partner with Analytics and Insights teams to define meaningful success metrics and continuously refine lifecycle strategies.
• Define and own participant lifecycle success metrics tied to engagement, understanding, confidence, and financial action.
• Track and report on outcomes such as participant engagement, adoption of key features or tools, progress toward financial readiness, and indicators of participant satisfaction.
• Partner closely with Consumer Growth Marketing teams to ensure near-term crossover-to-wealth testing is transparent, effective and not accomplished at the cost of longer-term objectives.
• Incorporate qualitative feedback from sponsor facing‑ teams to ensure lifecycle efforts are strengthening, not straining, client relationships.
• Foster a collaborative, outcomes driven‑ culture grounded in accountability, curiosity, and continuous improvement.
• Operate effectively in a highly matrixed environment, influencing without authority and aligning diverse stakeholders.
• Lead and develop a high performing‑ lifecycle marketing team, setting clear priorities, expectations, and development plans.

What you will bring:

• 15+ years of experience in lifecycle, CRM, or engagement marketing, with demonstrated leadership responsibility.
• Proven experience within the workplace benefits or retirement industry (e.g., recordkeeping, retirement plans, HSAs, stock plan services, or related B2B2C financial services).
• Deep understanding of plan sponsor dynamics, participant communications, and the sensitivities of employer sponsored‑ benefits marketing.
• Strong lifecycle fundamentals, including segmentation, journey design, orchestration, experimentation, and measurement.
• Exceptional cross functional‑ partnership skills, with the ability to influence senior stakeholders across marketing, product, sales, and relationship management.
• Experience leading participant or member engagement strategies at scale within a regulated financial services environment.
• Familiarity with modern marketing automation and CRM platforms (e.g., Salesforce Marketing Cloud or similar).
• Comfort partnering closely with Legal, Compliance, and Risk teams to design compliant, responsible engagement strategies.
• Strong analytical mindset paired with the ability to translate insights into clear, human-centered‑ communication strategies.

***Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment visa at this time, including CPT/OPT.***

What we offer you

We offer an array of diverse and inclusive benefits regardless of where you are in your career. We believe that providing our employees with the means to lead healthy balanced lives results in the best possible work performance.

• Medical, dental, vision and life insurance
• Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
• Tuition reimbursement up to $5,250/year
• Business-casual environment that includes the option to wear jeans
• Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
• Paid volunteer time — 16 hours per calendar year
• Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) –  BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play. BRGs are open to all.

Base Salary Range

The salary range above shows the typical minimum to maximum base salary range for this position in the location listed. Non-sales positions have the opportunity to participate in a bonus program. Sales positions are eligible for sales incentives, and in some instances a bonus plan, whereby total compensation may far exceed base salary depending on individual performance. Actual compensation offered may vary from posted hiring range based upon geographic location, work experience, education, licensure requirements and/or skill level and will be finalized at the time of offer.

Equal opportunity employer •  Drug-free workplace

We are an equal opportunity employer with a commitment to diversity.  All individuals, regardless of personal characteristics, are encouraged to apply.  All qualified applicants will receive consideration for employment without regard to age (40 and over), race, color, national origin, ancestry, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, religion, physical or mental disability, military or veteran status, genetic information, or any other status protected by applicable state or local law. 

***For remote and hybrid positions you will be required to provide reliable high-speed internet with a wired connection as well as a place in your home to work with limited disruption. You must have reliable connectivity from an internet service provider that is fiber, cable or DSL internet. Other necessary computer equipment, will be provided. You may be required to work in the office if you do not have an adequate home work environment and the required internet connection.***

Job Posting End Date at 12:01 am on:

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