What This Role Owns

The Senior Manager, Member Experience & Lifecycle Strategy owns strategy and performance planning across the full member lifecycle: onboarding and activation, engagement and retention, win-back, lifecycle communications strategy, and lifecycle forecasting.

Core KPIs include: activation rate, member engagement, 30/60/90/180/365-day retention, churn, LTV, and NPS.

This is a member experience strategy role, not a bulk communications role. You'll use data, personalization, and cross-functional partnership to improve the health of the member lifecycle.

Champion The Member

Represent the voice of the member in lifecycle planning, prioritization, messaging, and experience design. A genuine understanding of - or personal connection to - the self-defense, preparedness, training, or concealed carry lifestyle is a strong asset here. You'll advocate for experiences that help members feel confident, prepared, and connected to the value of their membership.

WHAT SUCCESS LOOKS LIKE - AND WHY IT MATTERS

The membership begins with a decision. The relationship is built afterward.

Joining the United States Concealed Carry Association is an important moment for a member-but it is only the beginning.

Success in this role means USCCA members engage faster, understand the value of their membership sooner, and receive experiences relevant to who they are and where they are in their journey. It means retention, engagement, LTV, and NPS improve - and business initiatives across Training, Chapters, Product, and Member Experience connect into one cohesive membership journey, with priorities grounded in data and measurable impact.
What Success Looks Like

Success in this role means:

• Members engage faster
• Members understand the value of their membership sooner
• Members receive more relevant, personalized experiences
• Members feel seen, supported, and connected to USCCA
• Retention, engagement, churn, LTV, and NPS improve
• Business initiatives are better connected into the member journey
• Marketing and cross-functional teams have clearer lifecycle priorities
• Decisions are grounded in data, member insight, and measurable business impact

The Person Who Will Thrive Here

The ideal candidate is a strategic lifecycle marketer, member experience leader, or retention-focused growth marketer who understands subscription, membership, or recurring revenue businesses.

They are:

• Member-first
• Data-driven
• Strategic
• Collaborative
• Action-oriented
• Comfortable influencing without direct authority
• Experienced in personalization and segmentation
• Strong at building relationships across teams

This is not a role where you simply manage a campaign calendar. The ideal candidate will shape the member experience, influence the business, and help build a more personalized, member-first lifecycle engine.
Qualifications

• 7+ years of experience in lifecycle marketing, member experience, customer engagement, retention marketing, CRM strategy, subscription growth, or a related field
• Demonstrated ownership of activation, engagement, retention, churn, LTV, NPS, or similar lifecycle KPIs
• Experience working in a subscription, membership, SaaS, direct-to-consumer, financial services, insurance, training, education, community, or recurring revenue business strongly preferred
• Strong understanding of personalization, segmentation, lifecycle journeys, behavioral triggers, and customer/member engagement strategy
• Strong understanding of AB Test methodologies and measurement plans that prove incrementality
• Functional experience with enterprise marketing automation platforms and customer data tools such as Braze, Salesforce, etc.
• Proven ability to use data to identify opportunities, prioritize work, measure performance, and improve business outcomes
• Experience building lifecycle strategies that move beyond bulk communications and support more personalized member or customer experiences
• Experience influencing cross-functional teams without direct authority
• Strong communication skills with the ability to translate complex strategy into clear priorities, plans, and recommendations
• Ability to move quickly, stay focused, and prioritize the work most likely to impact key business and member outcomes
• Genuine interest in, understanding of, or personal connection to the concealed carry, self-defense, preparedness, or training lifestyle strongly preferred

Core Competencies

• Member-first thinking
• Lifecycle strategy
• Personalization and segmentation
• Retention and engagement planning
• Data-driven decision making
• Cross-functional partnership
• Strategic communication
• Influence without authority
• Performance planning and forecasting
• Bias for action
• Subscription or membership business understanding
• Ability to connect business initiatives into one cohesive member journey
• Strong judgment on what matters most and what can wait

Key Responsibilities

1. Lead Member Lifecycle Strategy

Develop lifecycle strategies that support key member moments, including onboarding, activation, engagement, renewal, retention, win-back, and long-term member value.

Translate business priorities, member needs, and performance data into clear lifecycle plans that drive measurable impact.

Identify opportunities to help members better understand, use, and experience the full value of USCCA Membership.

2. Champion Personalized Member Experiences Strategies

Move USCCA beyond broad, one-size-fits-all communications by creating more relevant experiences based on member behavior, lifecycle stage, engagement signals, product usage, interests, and needs.

Think through the lens of the individual member:

• Who is this member?
• What do they care about?
• What have they already done?
• What do they need next?
• What would help them feel more confident, connected, and supported?

Partner with channel owners and execution teams to bring personalized lifecycle journeys to life across email, SMS, app, web, member platforms, and other touchpoints.

3. Drive Retention and Engagement Performance

Use data to identify the highest-impact opportunities to improve member outcomes.

Prioritize work based on measurable business and member impact - not assumptions, opinions, or internal preferences.

Build clear performance plans, forecasts, test plans, and recommendations that help the business understand:

• What is working
• What is not working
• Where to focus next
• What impact we expect to drive

Move quickly and stay focused on the work most likely to improve lifecycle KPIs.

4. Partner Across the Business

This person will not manage direct reports, but they will be expected to lead through influence, build strong relationships, and move important work forward across teams. This is not a people leader role, but is a role that partners with many stakeholders at the organisation.

They will partner with stakeholders across Marketing, Training, Chapters, Product, Member Experience, Analytics, Outside Sales, and other business areas to connect member-facing initiatives into one cohesive lifecycle strategy.

These initiatives may include:

• Chapter groups
• Training programs
• App engagement
• Member benefits
• Community efforts
• Onboarding experiences
• Retention initiatives
• Win-back efforts

The goal is to help members experience these initiatives as part of one connected membership journey.

5. Champion the Member

Bring a genuine understanding of, interest in, or personal connection to the self-defense, preparedness, training, or concealed carry lifestyle.

Represent the voice of the member in lifecycle planning, prioritization, messaging, and experience design.

Advocate for experiences that help members feel confident, prepared, supported, and connected to the value of membership.

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