Location Preference: This position requires flexibility to maintain a regular in-person presence at our Madison, WI headquarters on a regular and as-needed basis to support evolving business priorities. Remote candidates may be considered; however, preference will be given to those who can maintain consistent on-site engagement in Madison.

Job Purpose:
This role owns and scales theend‑to‑endconsumer growth engine, driving profitable acquisition, engagement, retention, and lifetime value acrossdirect‑to‑consumerandpartner‑led(B2B2C) ecosystems. As a member of the Marketing Leadership Team, the Head of Consumer Growth & Lifecycle Marketing is accountable forfull‑funnelconsumer performance—linking marketing actions to clear business outcomes, unit economics, and sustainable growth. This position reports to the SVP, ChiefMarketingand Brand Officer.

We are seeking aperformance‑drivensenior marketing leader to serve as our Head of Consumer Growth & Lifecycle Marketing. This leader will own the full consumer funnel—from awareness and acquisition through engagement, retention, andcross‑sell—while modernizing how growth is delivered throughAI‑first,data‑drivenmarketing strategies.

This roleis responsible forshifting the organization from static,campaign‑ledexecution tojourney‑based, personalized customer experiences, where marketing investment follows customer value and growth decisions are guided by lifetime economics. The ideal candidate brings deep experience in performance marketing, lifecycle optimization, personalization, and predictive growth within complex or regulated environments.

Job Responsibilities:

1. Own and Scale theEnd‑to‑EndConsumer Growth Engine

• Ownfull‑funnelconsumer growth strategy across awareness,consideration,acquisition, onboarding, engagement, retention, andcross‑sell

• Drive profitable growth with clear accountability to CAC, LTV, IRR, retention, and revenue outcomes

• Attribute marketing actions directly to business results through disciplined measurement and optimization

2.AI‑First, Modern Growth Strategy

• LeadAI‑firstconsumer marketing strategies, including precision targeting and segmentation, personalization, andnext‑best‑actiondecisioning

• Build and scale personalized and predictive marketing capabilities that adapt experiences based on behavior, value, and intent

• Move the organization from static campaigns tojourney‑basedexperiences thatoptimizeengagement across the full lifecycle

3. Performance Marketing & Channel Optimization

• Scalehigh‑performingacquisition channels (e.g., digital, direct mail, partnerships) with strong unit economics

• Lead marketing mix optimization to continuously improve efficiency, reach, and incremental lift

• Ensure marketing spend follows customer value, reallocating investment toward thehighest‑returnjourneys

4. Lifecycle, Value Expansion & Engagement

• Build andoptimizelifecycle marketing capabilities across CRM, email, personalization, and automated journeys

• Drive lifetime value expansion throughcross‑sell,multi‑productadoption, and retention strategies

• Deliver “surround‑sound” engagement that turns campaigns into cohesive,high‑performingcustomer journeys

• Launch and scale referral, advocacy, and loyalty programs to amplify organic growth

5. B2B2C &Partner‑LedConsumer Growth

• Own B2B2C audience strategy and performance acrosspartner‑ledconsumer journeys

• Partner withBrand,Creativeand B2B Marketing to align consumer growth strategies with partner ecosystems

• Ensure consistent measurement and performance accountability across direct andpartner‑drivengrowth motions

6.Cross‑FunctionalLeadership & Team Development

• Partner closely with Product, Analyticsand Marketing Operations to align growth priorities and execution

• Lead, coach, and develop ahigh‑performingconsumer growth and lifecycle organization

• Foster a culture of accountability, experimentation, anddata‑drivendecision‑making

The above statement of duties is not intended to beall‑inclusiveandother duties may be assigned as needed.

Job Requirements:

• Bachelor’s degree in Marketing, Business, or a related field; advanced degree preferred

• 15+ years of progressive experience in consumer growth, lifecycle marketing, or performance marketing leadership roles

• Demonstrated experience owning and scalingfull‑funnelconsumer growth engines, with accountability for acquisition, retention, lifetime value, and unit economics

• Proven ability to design and operationalizeAI‑firstgrowth strategies, including personalization, precisiontargetingand segmentation,next‑best‑action, and predictive marketing

• Strong background in marketing attribution, experimentation, and measurement, with the ability to clearly link marketing actions to CAC, LTV, IRR, retention, and revenue outcomes

• Ability to influence and partner with senior leaders across Product, Distribution, Analytics, and P&L ownership in a complex, matrixed organization

• Demonstratedpeople‑leadershipexperience building and leadinghigh‑performing, multidisciplinary teams with clear accountability for outcomes, performance management, and talent development

Preferred Experience

• Experience shifting organizations fromcampaign‑ledexecution tojourney‑based,lifecycle‑drivenmarketing models

• Background in marketing mix optimization and spend reallocation based on customer value and incremental return

• Experience drivingcross‑sell,multi‑productadoption, and loyalty strategies to expand lifetime value

• Experienceoperatingacrossdirect‑to‑consumerand B2B2C growth models, includingpartner‑ledconsumer journeys

• Experience in regulated or complex environments such as financial services, insurance, or banking

• Familiarity with modern growth technology stacks (CRM, CDP, personalization engines, experimentation platforms, analytics)

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