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…