Department Overview
Lifecycle Marketing drives customer engagement, retention, and conversion through targeted, data-driven campaigns. They design and execute personalized messaging across email, SMS, and other channels to nurture leads, onboard new customers, and encourage repeat business. By leveraging analytics and segmentation, they optimize marketing efforts to enhance the customer experience and maximize lifetime value.
What requirements and technical training is needed to get into this position?
A deep understanding of consumer behavior and desires.
The ability to create exceptional experiences across different lifecycle stages.
Strong analytical skills to synthesize performance data, identify optimization opportunities, and drive experimentation.
Understanding of how email and SMS fit into the larger marketing landscape
What do you do on a day-to-day basis?
Drive strategy in email, and sms channels to drive growth through engaging leads to start an application online or make contact with an LC or MA
Support APL, AHL, AAL, and loan servicing
What days/hours does your team work?
Standard business hours, Monday-Friday, 8 hours per day. The team is spread across time zones.
Who are the key stakeholders and who is impacted by your work (who’s your client)?
Brand
Marketing
Sales
Product
Compliance
Servicing
What are the metrics/KPIs used to define success?
Digital Application Start
Contact Rate
Full Application Submit rate
1+ DPD
Define the micro-culture of the department and what makes it special/unique?
Interdependent and truly collaborative working culture in which an owner can always count on participation from others to provide feedback, help, and co-ownership to drive the best work forward.
How is the work structure – independent work or more collaboration?
LCM is a shared service, so each initiative or project requires collaboration with many stakeholders.
As strategist, each of our core team members do have opportunity to work independently on crafting experiments and consumer strategy.
What does the future in terms of growth opportunity look like for this department?
Focusing on stakeholder collaboration improvements and leveraging new tools, such as CJO, we’re aiming to enhance LCM communications to bring an increased level of personalization and relevance.
What systems are used in the core roles?
JIRA
Google Suite
INSIDER
Proxy
DIVVY
Many others