AVP, B2B Lifecycle Marketing

Summary/Purpose: The Health and Wellness team is looking for a B2B Lifecycle Marketer who will be responsible for developing and executing lifecycle marketing strategies that drive provider engagement, adoption, loyalty, and growth across the provider journey. This role partners closely with cross-functional teams to design scalable, data-driven experiences that deliver the right message, through the right channel, at the right time. This position combines strategic thinking with customer journey design, marketing automation, and performance optimization to create personalized experiences that improve customer outcomes and support CareCredit's business objectives.

Develop and own the lifecycle marketing strategy for provider segments across onboarding, engagement, growth, retention, and reactivation. Build journey frameworks that align business objectives with provider needs and behaviors. Identify opportunities to improve the end-to-end experience through personalized, data-driven strategies. Work closely with provider marketing teams and sales to identify opportunities and discuss where/when industry specific content gets added to the journeys.   Socialize and share journeys with our B2B provider marketing team and sales teams. Partner with Salesforce Marketing Cloud team, Product,  CRM, Analytics, Operations, and Creative teams to define lifecycle priorities and deliver integrated marketing programs. Establish segmentation, targeting, and personalization strategies based on behaviors, lifecycle stage, engagement, and business opportunity. Translate business priorities into scalable, automated journey strategies that increase activation, utilization, and long-term provider value. Develop strategic marketing briefs that define campaign objectives, customer insights, messaging strategy, channel recommendations, and success metrics. Leverage customer insights, research, and performance data to continuously optimize lifecycle strategies and identify new growth opportunities. Define success metrics, KPIs, and measurement plans to evaluate marketing effectiveness and communicate business impact to leadership. Champion a test-and-learn culture by developing experimentation roadmaps, A/B testing strategies, and optimization recommendations. Drive governance and best practices for lifecycle marketing, ensuring consistency across customer experiences and marketing initiatives. Present strategic recommendations, performance insights, and roadmap updates to senior leadership. Manage budget including forecasting and tracking Perform other duties and/or special projects as assigned Qualifications/Requirements: Bachelor's Degree or, in lieu of a degree, a high school equivalent AND 9+ years of lifecycle marketing within the credit card industry. 5+ years of experience in lifecycle marketing, CRM, customer journey strategy, or marketing strategy to include: Proven experience developing lifecycle marketing strategies in a B2B environment. Strong understanding of customer segmentation, personalization, journey orchestration, and marketing automation. Experience translating customer insights and analytics into actionable marketing strategies – strong problem solver. Demonstrated ability to influence cross-functional stakeholders and lead strategic initiatives. Strong analytical, communication, and presentation skills. Experience with Salesforce Marketing Cloud or similar marketing automation platforms is preferred. Experience with customer journey mapping, testing strategies, and performance measurement. Ability and flexibility to travel for business as required Desired Characteristics: Bachelor's degree in Marketing, Business, Communications, or a related field. Strong working knowledge of multi-channel marketing campaigns Flexible, high energy, self-starter with an emphasis on action Able to work in a fast paced environment and manage multiple projects with little supervision Collaborative team