Position Title:

Lifecycle Marketing Manager Reporting Manager Title:

Director of Digital Marketing FLSA Status:

Exempt Work Arrangement:

Hybrid Date Created:

05/2026

Date Revised:

Created By:

Kerry Graham Position Summary:

The Lifecycle Marketing Manager owns the strategy, execution, and continuous optimization of TDECU's Member lifecycle communications across email, SMS, and emerging digital channels. This role is responsible for designing and orchestrating data-driven, personalized journeys that deepen Member relationships, improve engagement, and drive measurable business outcomes across onboarding, adoption, cross-sell, and retention. Serving as a bridge between Digital Marketing, CRM, Marketing Insights & Analytics, IT, and Brand, this role ensures that lifecycle marketing is scalable, compliant, and aligned with TDECU's broader digital and personalization strategy.

Essential Duties and Responsibilities:

Lifecycle Strategy & Ownership Own the end-to-end lifecycle communication strategy, including onboarding, engagement, cross-sell, retention, and reactivation\nDefine contact strategy, cadence, prioritization, and suppression rules across channels\nAlign lifecycle programs with organizational goals, product strategies, and Member experience priorities\nIdentify and prioritize opportunities to shift from campaign-based execution to automated, always-on journeys Journey Design & Campaign Execution Design, build, test, and optimize automated journeys within Microsoft Dynamics and future marketing platforms\nDevelop scalable templates, personalization logic, and dynamic content strategies\nExpand lifecycle programs into SMS and other emerging channels as capabilities mature\nEnsure all lifecycle communications align with brand standards, UX best practices, and compliance requirements Platform Ownership & Evolution Serve as the marketing subject matter expert for marketing automation within Microsoft Dynamics\nPartner with CRM, IT, and Digital teams to ensure platforms are integrated, scalable, and well governed\nContribute to the evaluation and implementation of future marketing cloud capabilities (e.g., Adobe or equivalent)\nTranslate real-world usage into platform requirements, enhancements, and roadmap inputs Data, Segmentation & Personalization Partner with Marketing Insights & Analytics to operationalize segmentation models (e.g., Claritas P$YCLE)\nEnsure data quality, availability, and usability for automation and personalization use cases\nLeverage behavioral data and triggers to drive relevant, real-time Member interactions\nContinuously refine targeting and personalization strategies based on performance insights Performance & Optimization Define KPIs for lifecycle programs (e.g., engagement, conversion, retention, product adoption)\nMonitor performance and continuously optimize journeys, cadence, and messaging\nEstablish testing frameworks (A/B, multivariate) to improve effectiveness over time Governance & Compliance Ensure all lifecycle communications adhere to regulatory and compliance requirements (e.g., CAN-SPAM, NCUA)\nDefine and maintain standards for consent management, suppression logic, and data usage\nEstablish governance for automation design, QA, deployment, and ongoing management CrossFunctional Leadership Serve as the central point of coordination for lifecycle marketing across Digital, CRM, MIA, IT, Brand, and Vendors.\nProvide guidance and enablement to partners contributing content or requirements\nDrive process improvements that increase speed, consistency, and scalability of lifecyle marketing.\nLead a strong team

Minimum Qualifications:

Education:

Bachelor's degree in marketing, Communication, Business, Data Analytics, or related field is required.\nEquivalent combination of education and relevant experience may be considered

Certifications:

Microsoft Dynamics 365 Marketing certification or equivalent is preferred

Experience:

Experience 7-10 years of experience in lifecycle marketing, CRM marketing, or marketing automation\nHands-on expertise with Microsoft Dynamics marketing (or comparable platform)\nProven experience designing and executing automated lifecycle journeys\nDemonstrated ability to translate customer or member data into segmentation, targeting, and personalized communications\nExperience collaborating cross-functionally with Marketing, Analytics, Technology, and Product partners Preferred Microsoft Dynamics 365 Marketing certification or equivalent\nExperience supporting or implementing a marketing cloud platform layered on a CRM\nEmail marketing or lifecycle marketing certifications from recognized platforms or industry organizations\nExperience expanding lifecycle programs into SMS or omnichannel engagement\nFinancial services or regulated industry experience

Knowledge, Skills, and Abilities:

Technical Skills:

Proficiency with one or more major MarTech platforms (Adobe Experience Cloud, Salesforce Marketing Cloud, etc.) or other composable MarTech platforms such as Segment, Hightouch, Braze, etc. Familiarity with APIs, data flows, event-driven tagging, and real-time integrations.\n

Analytical Mindset:

Ability to interpret complex data, derive insights, and translate them into actionable marketing strategies.\n

Collaboration & Communication:

Exceptional interpersonal skills to partner with both technical and non-technical teams, clearly articulate solutions and best practices.\n

Project Execution:

A track record of driving projects to completion-coordinating across multiple teams, adhering to timelines, and maintaining strong documentation.\n

Growth Mindset:

Passion for learning, experimenting with new technologies, and adopting innovative strategies to elevate our marketing initiatives.\nAdvanced knowledge of relevant software including Microsoft Office (Word, Excel, PowerPoint, Visio).

Physical Demands and Work Environment:

(The physical demands and work environment characteristics described herein are representative of those that must be met by an employee to successfully perform essential functions of this position and/or may be encountered while performing essential functions. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.) While performing the essential duties of this position, an employee would frequently be required to stand, walk, and sit.\nSpecific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus.\nThe noise level in the work environment is usually moderate.\nOur company offers a dynamic hybrid work arrangement, which requires three days of on-site work. Our retail roles are required to be onsite at the branch locations.

Disclaimer:

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. Texas Dow Employees Credit Union is an equal opportunity employer, dedicated to a policy of non-discrimination in employment on any basis including race, color, age, protected veteran status, sex, religion, disability, genetic information, national origin, or other status protected by federal, state, or local law. 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