Vestwell is the financial technology company powering the new savings economy. The New York City-based fintech platform redefines how people save for the critical aspects of life across retirement, education, and healthcare savings needs. Today, Vestwell enables over 350,000 businesses and nearly 1.5 Million active savers, with over $30 billion in assets saved across all 50 United States.

Vestwell offers a range of products, including workplace-delivered retirement plans, employer-offered student loan repayment benefits, and various savings accounts for education, emergencies, and individuals with disabilities.

Vestwell's platform serves a diverse clientele, including financial advisers, employers, third-party administrators, financial institutions, payroll providers, government agencies, and individual savers. To learn more, visit vestwell.com

Who Are We Looking For?

We are looking for a strategic and execution-oriented Senior Lifecycle Marketing Manager to own, scale, and evolve Vestwell’s customer communications across the full lifecycle — from first touch through onboarding, engagement, expansion, and long-term retention.

This role will serve as the central point of ownership for lifecycle communications, partnering closely with Product, Operations, Sales, Customer Success, and Marketing to ensure customers receive the right message, at the right time, through the right channel. The ideal candidate combines deep technical expertise in marketing automation with strong analytical instincts, cross-functional leadership, and a passion for building intelligent, personalized customer journeys at scale.

What Will You Be Doing?

You will lead the strategy, build, and ongoing optimization of fully automated, trigger-based lifecycle programs primarily powered by HubSpot. You will define scalable customer segmentation, own the end-to-end lifecycle communications journey, and continuously iterate based on performance, engagement, and customer behavior.

You will also be responsible for evolving Vestwell’s lifecycle approach beyond email — pushing toward more omni-channel, behavior-driven experiences — while maintaining clear documentation, governance, and performance visibility across all lifecycle touchpoints.

Day-to-Day, You May Also Be Expected To:

Lifecycle Automation & Orchestration

Design, build, and manage fully automated HubSpot workflows triggered by customer behavior, lifecycle stage, product usage, and operational milestones
Ensure lifecycle programs scale efficiently while maintaining personalization and relevance
Maintain strong QA, governance, and change management practices across all workflows

Customer Segmentation Strategy

Create and maintain scalable, dynamic customer segmentation frameworks that power lifecycle programs and one-to-many email launches
Partner with data, product, and operations teams to ensure segmentation logic is accurate, actionable, and durable
Continuously refine segmentation based on performance insights and evolving business needs

Lifecycle Communications Ownership

Act as the single point of contact and strategic owner for customer communications across Product, Operations, Marketing, Sales, and Customer Success
Align messaging, timing, and channel usage to ensure a cohesive, non-duplicative customer experience
Provide oversight and guidance on all lifecycle-related communications entering the customer journey

Journey Design & Innovation

Evolve the customer communications journey using innovative lifecycle and engagement best practices
Push beyond email to test and scale omni-channel strategies (e.g., in-app, SMS, sales-assisted, operational notifications)
Identify gaps, redundancies, and opportunities across the lifecycle and proactively propose improvements

Lifecycle Documentation & Governance

Map, document, and maintain the end-to-end lifecycle communications journey
Ensure documentation reflects current workflows, ownership, triggers, and customer touchpoints
Establish clear standards for lifecycle entry, exit, and message ownership

Analytics, Insights & Optimization

Own the strategic analysis of lifecycle engagement, interactivity, and conversion across the customer journey
Define and monitor key lifecycle performance metrics (engagement, progression, drop-off, conversion, retention signals)
Identify opportunities to iterate and optimize journeys based on performance data and customer behavior
Run structured testing and experimentation to determine optimal messaging, timing, cadence, and channel mix

Requirements

The Necessities

Bachelor’s degree or equivalent experience
6+ years of experience in lifecycle marketing, marketing automation, or customer engagement roles
Deep, hands-on experience with HubSpot workflows, segmentation, and lifecycle automation
Strong understanding of customer lifecycle strategy, behavioral triggers, and personalization at scale
Proven ability to work cross-functionally and influence without direct authority
Strong analytical skills with the ability to translate engagement data into actionable insights
Exceptional organizational skills and attention to detail
Comfort operating in a fast-paced, evolving environment

The Extras

Experience building omni-channel lifecycle programs (email, in-app, SMS, sales-assisted)
Background in B2B SaaS, fintech, or regulated industries
Familiarity with product usage data and event-based marketing
Experience documenting and governing complex lifecycle systems
Strong storytelling and presentation skills for executive and cross-functional audiences

This role will be based in either the New York City, Austin, or King of Prussia office, and will be part of Vestwell's hybrid in-office operation.

The expected base salary range for this position is $120K - $130K base. This position is eligible to participate in the Company Bonus Pool and is eligible to receive new hire equity in the Company. Please note that salary bands are based on NY and other similar metro areas and may differ based on where the role is ultimately hired.

OUR BENEFITS

We’re an innovative, high-growth company, with lots of exciting milestones ahead. We value health and wellness at Vestwell and in addition to a dedicated Employee Wellbeing Committee, we offer competitive health coverage and generous vacation offering. We have adopted a hybrid office policy, but all employees are welcome at our bright, comfortable office with many workspace options in our Midtown Manhattan, Austin, King of Prussia, and Phoenix offices, so everyone has a setting that is the most productive for them. Oh, and naturally we have a great 401(k) plan!

OUR PROCESS

It starts the same for every candidate: getting to know the team members through 1-2 conversations about Vestwell, your experience, and your interests. Next steps can vary by role, but the usual next steps are a skill or experience screen (e.g. a coding interview for an Engineer, a portfolio review for a Designer, deeper experience call for other roles) which leads to a virtual or in-person interview panel after that if the screens go well. Before making an offer, our interview process concludes with a references check stage for your recruiter to meet with a current or former supervisor and peer. We prioritize transparency and lack of surprise throughout the process.

For your awareness you will only receive correspondence from [email protected] any other domain not ending in Vestwell.com is not our Recruitment team.

Vestwell’s Privacy Policy. Attention California residents: In the course of conducting our business and complying with federal, state, and local government regulations governing such matters as employment, tax, insurance, etc., we must collect Personal Information from you. Should you accept employment with Vestwell you may view our California Privacy Rights Act here: Vestwell’s California Privacy Rights Policy.

Senior Manager, Lifecycle Marketing

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