Integrated Marketing Lead

Role Overview

• Own the end‑to‑end integrated marketing strategy for member benefits, ensuring alignment with enterprise priorities and lifecycle needs.
• Develop integrated marketing strategies that position member benefits consistently across campaigns, lifecycle journeys, and touchpoints
• Lead annual and quarterly planning for benefits‑led initiatives in partnerships (i.e. with Membership, Brand, and Digital teams)
• Define clear value propositions for key benefit categories (e.g., discounts, protection products, experiences) by audience and life stage
• Ensure benefit strategies align with broader acquisition, engagement, and retention goals
• Serve as strategic lead for benefit integration within Integrated Marketing planning
• Coordinate execution across teams and channels to ensure cohesive, benefit‑led integrated campaigns.
• Lead cross‑functional campaign planning with Brand, Marketing Automation, Digital Engagement, UX, and Line‑of‑Business partners
• Ensure member benefits are embedded appropriately within integrated campaigns
• Align timing, messaging, and sequencing of benefit communications across owned, paid, and lifecycle channels
• Act as the central point of accountability for benefit inclusion and storytelling across campaigns
• Identify opportunities to scale or replicate benefit‑led learnings across campaigns
• Ensure benefits play a clear and intentional role at key lifecycle moments
• Shape benefit messaging strategies for onboarding, engagement, and renewal
• Partner with Lifecycle, Automation and Analytics teams to prioritize benefits and define success metrics
• Ensure benefit education and reinforcement are staged appropriately over time (vs. front‑loaded or fragmented)
• Monitor performance across campaigns and lifecycle communications (engagement, utilization, renewal impact)
• Lead test‑and‑learn efforts to optimize messaging, channels, and sequencing of benefit communications
• Translate insights into clear recommendations and share performance learnings with stakeholders and leadership
• Partner with Analytics and Business Owners to track and report on benefit performance, including engagement, utilization, and partner‑generated revenue contribution
• Act as the primary marketing point of contact for member benefits strategy and integration
• Facilitate alignment across Marketing, Membership, Digital, and LOB stakeholders
• Set guardrails and best practices for benefit messaging consistency and prioritization
• Support leadership read‑outs with clear, concise summaries of strategy, performance, and impact
• Champion a member‑first, value‑led approach to benefits marketing

Requirements

• Bachelor’s degree in Marketing, Communications, Business, Advertising, or a related field, or equivalent combination of education and work experience
• Leading integrated, multi‑channel marketing initiatives
• Strong understanding of lifecycle marketing and customer/member journeys
• Ability to orchestrate and influence across brand, digital, analytics, and product teams
• Strategic mindset paired with strong execution and measurement discipline
• Comfort simplifying complex offerings into clear, value‑driven messaging
• Knowledge of:
• Integrated marketing strategy and multi‑channel campaign planning
• Lifecycle engagement and member journey optimization
• Member value storytelling and benefit positioning
• Cross‑functional alignment across marketing, digital, and analytics teams
• Coordinating channels and partners to deliver a cohesive, benefit‑led member experience
• Skills Integrated marketing strategy and execution
• Lifecycle and journey‑based campaign development
• Cross‑functional leadership and stakeholder coordination
• Translating member benefits into cohesive, value‑led marketing experiences
• Driving consistency across campaigns, channels, and member journeys
• Ability to:
• Lead integrated marketing strategy and execution
• Influence cross‑functional teams and drive alignment
• Translate member benefits into clear, value‑led messaging
• Optimize lifecycle and campaign performance using data

Benefits

• Health insurance
• 401(k)
• Flexible work arrangements
• Professional development opportunities