Lifecycle Marketing Manager

XYPN is the only turnkey advice and planning platform that makes it possible for fee-only financial advisors to build the independent firm of their dreams with complete autonomy. We do this through ongoing advocacy and access to education and training, curated technology, compliance support, community, and back-office and client support services.

As the Lifecycle Marketing Manager, you shape how members experience XYPN at every stage, from the final sales call and onboarding through the ongoing journey of running and scaling their firms. Operating on the belief that members stay when they consistently see and feel the value of their membership, you will partner with the Director of Marketing and cross-functional stakeholders to define the lifecycle strategy and own the execution: the automated programs, segmented campaigns, and member communications that keep that value visible and top of mind.

Using data on member behavior, engagement, and lifecycle stage, you will design and run the journeys, campaigns, and testing that guide members toward deeper benefit adoption and stronger engagement with XYPN, at scale, across the full member base. 

You are a storyteller as much as a strategic thinker, committed to learning our members and the realities of running a fee-only RIA. You will craft on-brand communications that inform, inspire, and drive action. Across every touchpoint, from emails to town halls to messaging at XYPN events, you make sure members feel that human connection.

Serving as the primary subject-matter expert for lifecycle marketing across the organization, you will collaborate and work cross-functionally with key departments and stakeholders across the organization, keeping members engaged and supported at every stage.

• Develop and execute the lifecycle strategy for XYPN Emerald and Sapphire members (onboarding, benefit activation, retention, reactivation, expansion).
• Drive adoption of benefits, services, and premium offerings via targeted campaigns.
• Refine member segmentation models using CRM attributes, lifecycle stage, behavioral data, and member-stated interests.
• Maintain communication governance, including audience selection, channel strategy, messaging, contact frequency, and a member preference strategy that lets members choose the communications they receive.
• Consult on demand gen and prospect campaigns with the Sales and Marketing teams and support strategic initiatives as needed.

• Design, build, and run recurring, triggered, and automated campaigns across email, member Portal, and other member channels.
• Manage core journeys, including onboarding sequences, weekly member communications, benefit adoption campaigns, and cross-sell programs.
• Manage the member communications calendar, coordinating cadence across all member-facing campaigns and keeping messaging aligned with the prospect marketing team.
• Own marketing communications for twice-yearly Townhalls, XYPN events, and the annual XYPN LIVE conference, driving member engagement and pass sales.
• Write clear, compelling copy in a warm, human voice that matches XYPN’s brand, and collaborate on asset production.

• Translate member research and performance metrics into actionable lifecycle recommendations
• Execute structured testing roadmaps (messaging, segmentation, timing, channels) to optimize engagement.
• Track and report on core lifecycle KPIs (retention, engagement, reactivation, LTV) to leadership.
• Analyze program outcomes to evaluate impact on member behavior and business goals.

• Member Onboarding Activation Rates (first-90-day key actions)
• Member Engagement Metrics (campaign and subscription-based email open rates and click-through rates, portal engagement metrics as available)
• Campaign-Driven Benefit Adoption
• XYPN LIVE Member Campaign Performance

• 3-5+ years in lifecycle, CRM, or customer marketing with proven strategy and execution ownership.
• Strong copywriting skills with experience maintaining brand voice across multiple channels.
• Deep expertise in marketing automation platforms (HubSpot preferred) and journey mapping.
• Proficiency in audience segmentation using CRM, product, and behavioral data.
• Experience using A/B testing and analytics to optimize key metrics (retention, conversion, LTV).
• Understanding of email deliverability, list hygiene, and privacy compliance.
• Strong project management skills, including familiarity with project tools (Monday, Notion).
• Legally authorized to live and work in the United States without present or future need for sponsorship.

• Experience scaling lifecycle marketing programs or building them from scratch.
• Hands-on experience with multi-channel lifecycle tools (in-product messaging, SMS, push).
• Background in event or conference promotion and attendee engagement.
• Experience in membership, subscription, SaaS, or financial services industries.
• Experience crafting messaging frameworks and core value propositions aligned to brand identity, collaborating with creative partners to translate strategy into targeted campaigns.