Lead Generation and Marketing Automation Manager

Role Overview

• Design and deploy automated engagement journeys in CRM: New member or new CEO onboarding sequences (welcome series, product adoption, etc.).
• Renewal campaigns with predictive churn modeling.
• Win-back campaigns for lapsed members.
• Event registration and post-event nurture flows.
• Integrate CRM with marketing stack and web (email platforms, webinar tools, social, web and web analytics).
• Define journeys and create personalized experience at each touchpoint to drive engagement and conversion.
• Execute A/B testing protocols to optimize marketing channels.
• Build attribution models to track marketing touchpoint ROI across the funnel.
• Partner with business development (Membership) team to optimize lead-to-opportunity conversion through better targeting lists, improved routing, response times, and scoring.
• Generate weekly/monthly pipeline reports showing new opportunities, stage progression, forecast accuracy, close rates, etc.
• Conduct cohort analysis to identify high-performing member segments and expansion opportunities.
• Track engagement metrics, such as content downloads, event attendance, research utilization, advocacy activities, etc.
• Calculate member acquisition cost (MAC) and return on marketing investment.
• Manage member-facing inbox on queries and identify as warm leads, providing timely, accurate, and professional responses to inquiries within one business day.
• Own CRM as the single source of truth for all member and partner data.
• Assist in assessing the best CRM tool and help support potential migration to new CRM.
• Maintain data integrity through rigorous hygiene protocols, deduplication, and validation rules.
• Design and implement custom objects, fields, and page layouts to capture engagement touchpoints.
• Build executive dashboards tracking: MQL-to-member conversion rates, engagement scores, retention rates, CLV, churn risk, and pipeline velocity.
• Create dynamic segmentation models using Account, Contact, Lead, and Opportunity data.
• Implement lead scoring models to prioritize high-value prospects.
• Perform data mining across multiple sources (eg: Salesforce, Hubspot, web analytics, event platforms, financial systems) to uncover growth opportunities.
• Deploy predictive CRM capabilities for member renewal likelihood and upsell propensity.
• Create data visualizations that translate complex metrics into executive-ready insights.
• Present quarterly business reviews with trend analysis, journey performance, and strategic recommendations.
• Benchmark engagement KPIs against industry standards and historical performance.

Requirements

• Bachelor’s degree in Marketing, Communications, Business Administration, or related field required; or equivalent combination of education and relevant work experience.
• 5+ years of experience in Marketing and CRM management, including proficiency in Salesforce and/or Hubspot and experience with marketing automation platforms.
• Salesforce Administrator certification (ADM-201), Hubspot CRM Certification, Hubspot Marketing Software Certification, and/or Salesforce Advanced Administrator certification preferred.
• Journey Optimization: Experience developing scored, targeted lists; defining audience journeys; and building effective marketing automation experiences.
• Ability to optimize each touchpoint to drive engagement and member uplift (existing audiences) or lead generation and conversion (prospects).
• Project Management: Ability to manage multiple competing priorities simultaneously while adhering to deadlines and maintaining exceptional attention to detail.
• Data Orientation: Strong analytical mindset with the ability to leverage quantitative and qualitative data to inform strategy and decision-making.
• Experience interpreting performance metrics, identifying trends and insights, and translating findings into actionable recommendations that drive measurable business outcomes.
• Communication: Exceptional verbal and written communication skills, with the ability to present ideas clearly and concisely to diverse audiences.
• Process Optimization: Ability to design and implement scalable systems supported by clear documentation and SOPs. Consistently evaluates the “how” and “why” behind processes to proactively drive efficiency, effectiveness, and continuous improvement.
• Intellectually curious about credit unions and their members.
• Enjoy working in a “think tank” environment where ideation, continually embracing change, being restless with the status quo and seeking reinvention is part of the culture.
• Credit union experience is preferred but not required.
• Financial services experience is strongly preferred.

Benefits

• Medical
• Dental
• Vision
• Employee assistance program
• Life insurance
• Disability plans
• Parental leave
• Paid time off
• 401k
• Tuition reimbursement