Customer Lifecycle Specialist

• Design and execute marketing strategies for each customer lifecycle phase: acquisition, onboarding, engagement, retention, and reactivation. Examples include new account acquisition, welcome campaigns, cross-sell opportunities, loyalty programs, and win-back offers.
• Develop targeted campaigns to attract new clients, such as promotional offers for checking accounts, home equity lines of credit (HELOCs), or small business loans, aligned with seasonal trends and market demand.
• Create structured onboarding programs, including multi-channel touchpoints (e.g., email sequences, app tutorials) to educate new customers and encourage early adoption of FFB's services.

• Conduct marketing research to gather insights on customer preferences, market trends, and competitive landscapes to inform the bank's marketing strategies.
• Analyze customer data from sources like CRM, transaction records, and website interactions to identify behaviors, preferences, and pain points across segments.
• Build and maintain detailed customer segments (e.g., millennials, retirees, high-net-worth individuals, small business owners) using demographic, psychographic, and transactional data for personalized marketing.
• Leverage predictive analytics tools to forecast customer needs (e.g., likelihood to refinance a loan) and prioritize outreach efforts, optimizing resource allocation and campaign effectiveness.
• Conduct periodic segment reviews to refresh profiles, ensuring they reflect current customer trends and economic conditions.

• Create and maintain detailed customer journey maps for key segments, documenting touchpoints (e.g., branch visits, app logins) and emotions (e.g., trust, frustration) to identify opportunities for enhancement.
• Analyze journey gaps (e.g., drop-off points during onboarding) and propose solutions, such as simplified processes or additional support resources, to improve satisfaction.
• Collaborate with training and retail/commercial teams to gain insights into customer experience, ensuring alignment of marketing operations with customer needs and expectations.
• Present journey insights to the marketing team and leadership annually, advocating for customer-focused improvements based on data and feedback.

• Design and manage loyalty initiatives, including rewards programs, exclusive offers, and tiered benefits based on account balances.
• Develop referral campaigns, incentivizing existing customers to bring in new clients with rewards like cash bonuses or fee waivers, tracking referral success rates and ROI.
• Implement feedback mechanisms, including Net Promoter Score (NPS) surveys, post-transaction questionnaires, and focus groups, to gauge satisfaction and identify areas for service improvement.
• Create win-back strategies for low usage accounts, using personalized messaging and incentives to re-engage lapsed customers and reduce churn.

• Partner with the Digital Experience Lead to ensure digital channels (e.g., website, mobile app) support lifecycle goals, like streamlined onboarding or personalized account dashboards.
• Work with the Designer to develop visually appealing, segment-specific materials (e.g., infographics for millennials, brochures for retirees) that enhance campaign resonance.
• Align lifecycle marketing with new product offerings (e.g., promoting a new savings account) or cross-sell opportunities (e.g., offering credit cards to loan customers).
• Collaborate with business units to conduct analyses that support strategic decision-making and align with the Bank's objectives.

• Monitor and report on lifecycle KPIs, including customer acquisition cost (CAC), churn rate, customer lifetime value (CLV), engagement rates, and campaign conversion metrics.
• Conduct A/B testing and multivariate experiments (e.g., testing subject lines, offer types) to refine strategies, improve response rates, and maximize ROI.
• Develop monthly performance reports for the Marketing Operations Manager and Director of External Communications, highlighting trends, successes, and actionable recommendations.
• Use attribution modeling to assess the impact of lifecycle touchpoints on customer behavior, optimizing budget allocation across channels and stages.

• Additional duties as assigned by the Marketing Operations Manager or Director of External Communications.
• Regular and reliable attendance is a minimum requirement of the job.

• Bachelor's degree in Marketing, Data Analytics, Business, or a related field
• Advanced coursework in statistics or customer behavior preferred.
• Extensive years of experience in a comparable role can be considered in lieu of a Bachelor's degree.

• Strong skills in data analysis, segmentation, and predictive modeling.
• Proficient in CRM platforms (e.g., Salesforce, Clickup), marketing automation tools (e.g., HubSpot, Marketo), and data visualization software (e.g., Domo, Tableau, Power BI).
• Excellent communication skills, adept at simplifying complex data into actionable strategies for diverse audiences.
• Deep knowledge of financial products (e.g., loans, savings accounts) and regulatory requirements.
• Experienced in A/B testing, journey mapping, and loyalty program design, emphasizing measurable outcomes.
• Strong interpersonal skills, with the ability to manage conflict positively and maintain strict confidentiality with sensitive material.

First Fidelity Bank