Job Overview

We're seeking a data-driven Director, Member Marketing to deepen engagement and strengthen relationships across the member lifecycle. This role is responsible for developing personalized, data-informed marketing programs that enhance the member experience, drive product adoption and lifetime value, increase satisfaction, and improve retention. You'll play a key role in connecting members to the right financial solutions at every stage of their journey - from onboarding to long-term loyalty.

Responsibilities

Member Engagement & Lifecycle Marketing
• Design strategies and manage execution of multi-channel campaigns that nurture, engage, and retain members throughout their journey.
• Develop personalized lifecycle programs promoting adoption and ongoing usage of core financial products such as checking, savings, credit cards, and loans.
• Collaborate with Product, Business Intelligence, and Finance teams to identify and prioritize high-opportunity member segments.
• Utilize advanced tools like the Customer Data Platform (CDP) to segment audiences, identify engagement opportunities, and trigger behavior-based campaigns across digital and offline channels.
• Partner with email marketing team to establish and optimize automated workflows and nurture streams in the Email Service Provider (ESP) integrating with the CDP to deliver dynamic, personalized messaging.
• Lead testing and optimization efforts to improve engagement, satisfaction, and product penetration.

Member Experience Optimization
• Use data and insights to map and improve the end-to-end member journey.
• Partner with Marketing, Digital and Product teams to align marketing communications with in-app and branch experiences.
• Build and refine messaging that strengthens trust and connection throughout the member relationship.
• Advocate for a seamless, personalized experience across all member touchpoints -digital, mobile, and in-branch.

Analytics & Performance Measurement
• Monitor campaign performance and member engagement metrics throughout the lifecycle, including activation, attrition, and product penetration.
• Use A/B testing, segmentation, and cohort analysis to drive continuous improvement.
• Translate data insights into actionable recommendations to enhance the member experience.

Collaboration & Leadership
• Partner with Product, Channel and Business Intelligence/Analytics teams to develop and execute integrated member engagement strategies.
• Collborate with marketing partners to ensure effective delivery and optimization.
• Stay informed on marketing trends, financial wellness strategies, and digital engagement best practices.
• May lead a team of 2-3 direct reports

Qualifications Education & Experience
• Bachelor's degree in Marketing, Business, Communications, or related field (Masters' or post graduate studies a plus).
• 7-10+ years of experience in performance, lifecycle, or CRM marketing - ideally within financial services, fintech, or membership organizations.
• Strong analytical and data interpretation skills; proficiency with Google Analytics, CRM systems, CDP/ESP platforms, and marketing automation tools.
• Demonstrated experience improving customer or member engagement through lifecycle or retention campaigns.
• Excellent communication, collaboration, and project management skills.

Additional Skills/Notes
• Ability to give and receive feedback in a positive, constructive, and respectful manner.
• Strong collaboration, communication, presentation, and stakeholder management skills.
• Ability to influence others, build partnerships, and effectively communicate creative ideas across all levels of the organization.
• Strong organizational skills with the ability to manage multiple priorities and deadlines in a fast-paced environment.

Performance Measurements

Performance is based on the Citadel corporate scorecard as well as departmental and individual goals.

Work Environment

This position will be in an office environment with most work done on a computer. Any necessary accommodations will be provided.

Physical Demands

The physical demands and work environment characteristics described herein are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The employee will regularly lift and/or move up to ten pounds. The employee will regularly sit; talk; hear; use hands to finger, handle, or feel; and reach with hands and arms. The employee will occasionally stand. Special vision requirements include close vision and the ability to adjust focus. The noise level in the work environment is usually moderate.