Job Overview
PenFed is hiring a (Hybrid) Sr. Lifecycle Marketing Manager at our Omaha, Nebraska Service Center. This role leads lifecycle strategy and program execution to increase member activation, deepen product engagement, and improve retention across PenFed's consumer banking portfolio. The Sr. Lifestyle Marketing Manager works directly with product marketing leads to shape and optimize product-specific lifecycle journeys, partnering across Product, Analytics, and Channel teams to translate member insights into targeted, measurable campaigns that strengthen long-term loyalty.
Responsibilities
Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties and the position will perform other duties as assigned.
Develop and implement end-to-end lifecycle campaigns (brief, audience/offer strategy, creative requirements, build, QA, launch, and optimization) in partnership with product marketing leads and channel owners.
Define journey maps and communication cadences that educate members on products, services, and tools-driving early activation, product primacy, and lifetime value.
Develop rewards and experience frameworks that connect member behaviors and product engagement to meaningful, differentiated value and brand affinity.
Translate insights and attrition indicators into prioritized onboarding, engagement, and retention workstreams for each product's lifecycle journey.
Lead execution of multi-channel onboarding for new members, ensuring timely, coordinated touchpoints across email, mobile, direct mail, and digital channels.
Build triggered and scheduled communications by product to drive early-life KPIs (e.g., first purchase/payment, direct deposit, initial funding, mobile adoption, rewards engagement), aligned to each product's lifecycle journey.
Design save and win-back campaigns for members showing cancellation intent, declining usage, or reduced transaction activity.
Track retention performance against defined metrics (e.g., churn reduction, save rate, lifetime value) and present insights and recommendations to marketing leadership.
Leverage behavioral and transactional data to segment audiences and personalize messaging by product, channel, and lifecycle stage.
Embrace and responsibly leverage AI-enabled tools to improve lifecycle marketing effectiveness (e.g., audience insights, personalization, experimentation, and workflow efficiency).
Build and manage a proactive retention and re-engagement program that identifies at-risk and inactive members using predictive signals and behavioral triggers.
Monitor relevant industry benchmarks to keep programs competitive and differentiated.
Synthesize data and insights from multiple sources into campaigns and plans that meet member needs
Establish measurement frameworks for lifecycle programs (e.g., engagement lift, NPS impact, incremental product adoption) to quantify outcomes and inform iteration.
Establish the cross-functional operating rhythm for lifecycle initiatives (e.g., intake, prioritization, stakeholder reviews, and launch readiness) and ensure clarity on owners, timelines, and approvals.
Incorporate cross-team feedback objectively and conduct ongoing reviews of marketing offer processes and procedures to ensure appropriate controls are executed.
Conduct A/B and multivariate testing across subject lines, creative, offers, and timing to continuously improve open, click, and conversion rates.
Apply insights from testing, analytics, and member feedback to prioritize roadmap enhancements and optimize lifecycle programs.
Report on lifecycle performance via dashboards and recurring readouts (e.g., activation rate, product adoption, and 90-day engagement benchmarks) and use insights to refine targeting and messaging.
Lead meetings, presentations, task forces, and marketing communications for retention, loyalty, and referral initiatives and assigned projects.
This role is responsible for ensuring business continuity.
Qualifications
Equivalent combination of education and experience is considered.
Bachelor's degree in Marketing, Business, Communications, or a related field required; MBA or advanced degree a plus.
Minimum 5years of progressive marketing experience in the Financial Services industry, with a minimum of 3 years focused on lifecycle, loyalty, or retention marketing.
Experience in financial services product marketing and member/customer loyalty programs preferred.
Demonstrated success managing credit card or lending product marketing programs, including early-lifecycle and activation campaigns.
Salesforce Marketing Cloud experience preferred.
Experience in using A.I. tools preferred.
Skills & Competencies
Strong command of segmentation, audience targeting, and campaign analytics; experience translating data into clear business insights.
Proficiency in email, SMS, direct mail, and in-app messaging channel strategy and execution.
Familiarity with loyalty program mechanics, rewards structures, and member engagement frameworks.
Excellent project management skills with the ability to manage multiple concurrent programs in a fast-paced environment.
Strong written and verbal communication skills; comfortable presenting to leadership and cross-functional stakeholders.
Self-starter with the ability to work collaboratively, prioritize, and meet deadlines.
Supervisory Responsibility
This position will not supervise employees.
Licenses and Certifications
There are no additional certifications required.
Work Environment
While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.
Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.
Travel
Ability to travel to various worksites and be on-call may be required.
LI-Hybrid
Benefits
At PenFed, we offer a robust benefits package designed to support you both personally and professionally. You'll have access to comprehensive health, dental, and vision plans; paid time off; and family-friendly benefits like paid parental leave, care support, and fitness center access. Financial wellness is encouraged through features like a 401(k) match, employee loan discounts, and fully paid life and disability coverage. We also support growth via education assistance, community involvement, and volunteer opportunities.
Our Purpose
Helping members achieve their dreams since 1935. Pentagon Federal Credit Union (PenFed) is one of America's largest federal credit unions, serving 2.8 million members worldwide with $29 billion in assets. PenFed offers market-leading certificates, checking and savings, credit cards, personal loans, mortgages, auto loans, and a wide range of other financial services, always with members' interests in mind. PenFed is federally insured by the NCUA and is an Equal Housing Lender.
Berkshire Hathaway HomeServices PenFed Realty, LLC is a full-service real estate company ready to assist our clients with buying, selling and renting a home. The company is a wholly owned subsidiary of PenFed Credit Union and is the largest independently-owned brokerage in the Berkshire Hathaway HomeServices network, placing us in the top 1% of all real estate brokerages in the country. With almost 60 offices and nearly 2,000 world-class sales professionals, we offer complete service coverage in Virginia, Maryland, the District of Columbia, Delaware, Pennsylvania, West Virginia, Florida, Tennessee, Kansas and Texas. In addition, we also offer specialized client services which include management of vacation properties and long-term rentals, corporate relocation services and national referral network.
Equal Employment Opportunity
PenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same. PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at 402-639-8568.
