Manager, Customer Lifecycle Marketing

Benepass is a company focused on making benefits easy and customizable for employers and their employees. They are seeking a Manager of Customer Lifecycle Marketing to oversee customer engagement throughout the lifecycle, ensuring clear communication and value delivery. The role involves collaborating with various teams to design lifecycle strategies and improve customer experience.

Responsibilities:

• Define how Benepass engages customers and members across onboarding, activation, engagement, and renewal
• Build lifecycle programs that drive adoption, education, and sustained usage
• Identify gaps in the customer journey and develop programs to improve the overall experience
• Develop campaigns that increase benefit awareness, card usage, and program adoption
• Create communications tied to key lifecycle moments (launch, open enrollment, seasonal usage)
• Translate complex benefits and financial concepts into simple, compelling messaging
• Build and manage lifecycle campaigns across email, in-product messaging, printed materials, and other touchpoints
• Own segmentation and targeting to deliver relevant messaging to different audiences
• Ensure communications are timely, clear, and aligned with customer needs
• Support time-sensitive and ad hoc campaigns (e.g., product updates, compliance changes, critical customer communications), ensuring rapid and high-quality execution
• Collaborate with Product Marketing and Customer Success to support launches, renewals, and expansion opportunities
• Develop scalable frameworks for client-specific communications where needed
• Balance customization with consistency and operational efficiency
• Define and track lifecycle KPIs (activation, engagement, utilization)
• Run experiments to improve campaign performance and effectiveness
• Use insights to inform broader marketing, product, and customer strategy

Requirements:

• 4-7+ years in customer, member, and/or lifecycle marketing roles
• Experience in B2B2C environments or marketing to both business buyers and end users
• Experience targeting various user personas across industries, including hard-to-reach populations and HR administrators
• Strong experience building and executing lifecycle or engagement campaigns across multiple channels
• Excellent writing and communication skills, with the ability to simplify complex concepts
• Experience working with CRM or marketing automation platforms (e.g., Customer.io, Braze, Iterable)
• Comfortable with segmentation, targeting, and event-driven or triggered communications
• Strong cross-functional collaborator, with experience partnering with Customer Success, Product, and Engineering
• Analytical mindset with experience tracking performance and driving optimization
• Ability to balance scalable programs with targeted, client-specific initiatives
• Experience in SaaS, fintech, benefits, healthcare, or similarly complex industries