Lifecycle Manager: Audiences & Activation

Why This Role Exists

Metro Credit Union has valuable member data across products, transactions, behaviors, and relationships. This role exists to turn that data into well-defined audiences and timely marketing experiences that help Metro acquire new members, deepen existing relationships, and make its marketing more relevant.

Reporting to the Vice President, Growth Marketing, you will lead audience strategy and activation across Metro’s CDP, behavioral data partners, online banking personalization, CRM, paid media and other future activation platforms. You will combine strategic thinking with hands on execution, building the audiences, governance, and testing practices that support measurable member and business growth.

What You’ll Own

• Metro’s audience strategy and activation roadmap across products, member segments and lifecycle stages.

• Audience creation, segmentation, taxonomy, governance, suppression logic, documentation, QA and optimization within the CDP and related platforms.

• The marketing use of Metro’s CDP and broader audience activation ecosystem.

• Cross channel audience activation across CRM, email, SMS, push, online banking personalization, Meta, Google, programmatic, display, CTV and future channels.

• A structured experimentation and testing roadmap covering audience, trigger, channel, activation and incrementality testing.
  

What You’ll Do

• Identify high value opportunities within behavioral, transactional, product and relationship data.

• Translate complex data signals into clear audience strategies that support acquisition, onboarding, cross sell, retention, reactivation and relationship growth.

• Build scalable audiences with accurate eligibility rules, suppression logic, channel requirements and activation workflows.

• Partner with Strategic Intelligence, Product, Brand Marketing, Retail, Lending and Operations to connect business priorities with actionable audience opportunities.

• Work closely with the Lifecycle Marketing Manager: Email & CRM, who will develop the communications, workflows and member experiences associated with these audiences.

• Analyze audience performance and recommend ways to improve targeting, personalization, product adoption, engagement, retention and member growth.

• Help evaluate predictive audiences, propensity models, and next best action approaches.
  

Success Looks Like in 12 to 18 Months

• Metro has a clear, scalable audience framework with consistent definitions, taxonomy, governance, documentation and suppression standards.

• Priority audiences are activated reliably across owned and paid channels.

• Business partners have a repeatable process for turning growth opportunities into testable audience strategies.

• Audience experiments generate actionable insights and measurable improvements.

• Predictive and next best action approaches are being evaluated and applied where they can improve member relevance and business outcomes.
  

You’ll Love This Role If...

• You are a self starter who is energized by growth, driven by results, and motivated by the opportunity to continuously improve outcomes and make a meaningful impact on the business.

• You enjoy finding opportunities hidden in customer or member data and turning them into real campaigns.

• You want to shape strategy but still enjoy working directly in platforms.

• You care equally about ambitious ideas and precise execution.

• You naturally ask who should receive a message, who should not, why now and how success will be measured.

• You enjoy collaborating across analytics, product, lifecycle, creative, paid media and technology teams.
  

AI Expectations

You will use AI enabled tools thoughtfully to support audience discovery, segmentation, personalization, testing and performance analysis. You will be expected to apply sound judgment, protect member information, review AI assisted work carefully, and ensure that all activation meets Metro’s quality, privacy, compliance and brand standards.

Required Qualifications

• At least seven years of experience in lifecycle marketing, CRM, audience strategy, CDP management, marketing automation, data-driven marketing, or a related field.

• Hands-on experience with CDP, audience-building, CRM, data activation, or marketing automation platforms.

• Experience activating audiences across owned and paid digital channels.

• Strong analytical skills and the ability to translate complex data into practical marketing recommendations.

• Exceptional attention to audience eligibility, suppression rules, QA, documentation and channel readiness.

• Strong communication, project management, problem-solving, and stakeholder management skills.
  

Preferred Qualifications

• Bachelor’s degree in marketing, business, analytics, data science, communications, or related field.

• Experience in financial services, banking, credit unions, fintech, another regulated industry, or a data-driven agency.

• Familiarity with GrowthLoop, Salesforce, Braze, HubSpot, Marketo, or similar platforms.

• Experience with GA4, Tableau, Power BI, Excel, SQL, Snowflake, online banking personalization or predictive modeling.

• Knowledge of data privacy, consent, opt-out management and financial services compliance considerations.

• This is an opportunity to help shape how Metro uses data and technology to create more relevant member experiences. Your work will influence how audiences are identified, activated, tested, and improved across the organization.
  

Benefits, Work Model And Compensation

Hybrid Policy Eligibility

• Minimum days in office per week: 3 (Tuesday and Wednesday required).

Compensation Disclosure

$105,000 – $130,000

The salary range listed provides a general expectation for the role. Final compensation is based on experience, unique strengths, and the impact you are expected to make. Metro also offers a competitive benefits package and additional perks that contribute to total compensation.

This position is not eligible for visa sponsorship.

Our Benefits

We believe great work starts with supporting our people. That's why we offer a competitive and well-rounded benefits package designed to support your health, financial well-being, career growth, and work-life balance. From medical, dental, and vision coverage to retirement savings, paid time off, learning opportunities, and employee wellness resources, we invest in helping our employees thrive both at work and beyond.

Click here to learn more about our benefits package and employee perks.

Ready to Make an Impact?

At Metro Credit Union, we believe our employees are our greatest asset. We are committed to creating a work environment where you can thrive professionally while maintaining work-life balance. From comprehensive benefits and competitive compensation to opportunities for growth and development, we invest in your success. Join a team where your work makes a real difference in protecting our members and strengthening our community.

About Metro Credit Union

Metro Credit Union is the largest state-chartered credit union in Massachusetts, with $3.4 billion in assets. Metro provides a full range of financial products to more than 200,000 members in Barnstable, Bristol, Essex, Franklin, Hampden, Hampshire, Middlesex, Norfolk, Plymouth, Suffolk, and Worcester counties in Massachusetts, and Cheshire, Hillsborough, Merrimack, Rockingham, and Strafford counties in New Hampshire. Metro is the credit union of choice for employees at over 1,200 companies through its Metro@work program.

Founded in 1926, Metro currently operates branch offices in Boston, Burlington, Chelsea, Dorchester, Framingham, Lawrence, Lynn, Medford, Melrose, Newton, Peabody, Reading, Salem, Tewksbury, and West Roxbury. Metro is also a Juntos Avanzamos ("Together We Advance") designated credit union, an honor given to financial institutions for their commitment to serving and empowering Hispanic and immigrant consumers. Metro was recently named among the most charitable companies in Massachusetts by the Boston Business Journal; voted Top Credit Union in Banker & Tradesman's Best of 2025 awards; and recognized as one of America's Best Regional Banks and Credit Unions in 2025 by Newsweek. Learn more at MetroCU.org.