Director, Lifecycle Marketing & Martech

Your Future is our Future At Lumeris, we believe that our greatest achievements are made possible by the talent and commitment of our team members. That's why we are actively seeking talented and collaborative individuals who are passionate about making a difference in the healthcare industry. Join us today as we strive to create a system of care that every doctor wants for their own family and become part of a community that values its people and empowers you to make an impact. Position: Director, Lifecycle Marketing & Martech Position Summary: The Director of Lifecycle Marketing & Martech is responsible for how Essence Healthcare engages members, brokers, and providers across the full lifecycle. This role owns lifecycle strategy, customer journey orchestration, audience strategy, performance measurement, and the marketing technology that powers it-ensuring communications are personalized, compliant, and drive measurable growth in the Individual Medicare Advantage market. This role is a key driver of revenue, retention, and long-term customer value. This leader will define and operationalize the organization s lifecycle marketing capabilities, establishing scalable frameworks for journey design, audience targeting, and performance evaluation across members, brokers, and providers. They will serve as the internal authority on Salesforce Marketing Cloud, ensuring the platform is used effectively to deliver meaningful, data-driven experiences for all audiences. Job Description: Primary Responsibilities: Lifecycle Strategy & Customer Journey Orchestration • Own the end-to-end lifecycle marketing strategy across acquisition, onboarding, engagement, retention, and reactivation for members, brokers, and providers. • Translate business and experience goals into quarterly and annual lifecycle roadmaps for each audience. • Define key moments in the journey (e.g., enrollment, onboarding, broker communications, provider engagement milestones) and design strategies to improve engagement, retention, and outcomes. • Evangelize and enforce the customer journey framework, including best practices for trigger-based vs. batch communications, entry/exit criteria, prioritization, and multi-channel orchestration. • Ensure journeys are scalable, documented, and consistently deliver an exceptional experience for all audiences. Audience Strategy & Personalization • Define frameworks for audience segmentation and targeting across members, brokers, and providers. • Establish best practices for segmentation, suppression logic, and communication cadence to optimize engagement and prevent audience fatigue. • Enable personalized, relevant communications while maintaining regulatory compliance. • Partner with Data and Analytics teams to ensure audience strategies leverage insights and drive measurable impact. Measurement & Optimization • Own lifecycle performance measurement for all audiences, defining KPIs across engagement, conversion, retention, and satisfaction. • Establish a structured test-and-learn program (A/B testing, holdouts, incremental lift) to continuously improve journeys and campaigns. • Translate insights into actionable recommendations that inform targeting, messaging, journey design, and marketing investment. • Collaborate with Analytics and Data teams to integrate lifecycle performance into broader organizational reporting. • Regularly present performance, insights, and strategic recommendations to executive leadership to inform business decisions. Salesforce Marketing Cloud & Martech Strategy • Own the marketing technology roadmap and associated budget, ensuring it supports the lifecycle marketing strategy. • Serve as the subject matter expert for Salesforce Marketing Cloud, defining platform architecture, best practices, and governance. • Ensure automation, journey orchestration, and audience management are optimized for scale and compliance across members, brokers, and providers. • Partner with Data, IT, and Engineering teams to enable secure, compliant data flows and integrations. • Evaluate and evolve the broader martech stack to support personalization, automation, and measurement at scale. Team & Cross-Functional Leadership • Lead, mentor, and develop a high-performing team of lifecycle marketers and marketing operations / martech professionals. • Establish clear processes for campaign planning, execution, and quality assurance. • Ensure consistent, high-quality delivery of lifecycle programs across channels and audiences. • Partner with Product, Member Experience, Clinical, Broker Relations, Provider Relations, Data, Compliance, and IT teams to align lifecycle strategies with organizational goals. • Influence data, technology, and experience roadmaps to support personalization, engagement, and outcomes for all audiences. Qualifications • 8-12+ years of experience in lifecycle, CRM, or growth marketing. • Deep expertise in Salesforce Marketing Cloud (required). • Experience ...