VP, Consumer Growth & Marketing (Hybrid/Remote: Madison, WI)

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 the end‑to‑end consumer growth engine, driving profitable acquisition, engagement, retention, and lifetime value across direct‑to‑consumer and partner‑led (B2B2C) ecosystems. As a member of the Marketing Leadership Team, the Head of Consumer Growth & Lifecycle Marketing is accountable for full‑funnel consumer performance—linking marketing actions to clear business outcomes, unit economics, and sustainable growth. This position reports to the SVP, Chief Marketing and Brand Officer. 

Role Overview 

We are seeking a performance‑driven senior 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, and cross‑sell—while modernizing how growth is delivered through AI‑first, data‑driven marketing strategies. 

This role is responsible for shifting the organization from static, campaign‑led execution to journey‑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 the End‑to‑End Consumer Growth Engine 

• Own full‑funnel consumer growth strategy across awareness, consideration, acquisition, onboarding, engagement, retention, and cross‑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 

• Lead AI‑first consumer marketing strategies, including precision targeting and segmentation, personalization, and next‑best‑action decisioning 

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

• Move the organization from static campaigns to journey‑based experiences that optimize engagement across the full lifecycle 

3. Performance Marketing & Channel Optimization 

• Scale high‑performing acquisition 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 the highest‑return journeys 

4. Lifecycle, Value Expansion & Engagement 

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

• Drive lifetime value expansion through cross‑sell, multi‑product adoption, and retention strategies 

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

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

5. B2B2C & Partner‑Led Consumer Growth 

• Own B2B2C audience strategy and performance across partner‑led consumer journeys 

• Partner with Brand, Creative and B2B Marketing to align consumer growth strategies with partner ecosystems 

• Ensure consistent measurement and performance accountability across direct and partner‑driven growth motions 

6. Cross‑Functional Leadership & Team Development 

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

• Lead, coach, and develop a high‑performing consumer growth and lifecycle organization 

• Foster a culture of accountability, experimentation, and data‑driven decision‑making 

The above statement of duties is not intended to be all‑inclusive and other 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 scaling full‑funnel consumer growth engines, with accountability for acquisition, retention, lifetime value, and unit economics  

• Proven ability to design and operationalize AI‑first growth strategies, including personalization, precision targeting and 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  

• Demonstrated people‑leadership experience building and leading high‑performing, multidisciplinary teams with clear accountability for outcomes, performance management, and talent development 

Preferred Experience 

• Experience shifting organizations from campaign‑led execution to journey‑based, lifecycle‑driven marketing models 

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

• Experience driving cross‑sell, multi‑product adoption, and loyalty strategies to expand lifetime value 

• Experience operating across direct‑to‑consumer and B2B2C growth models, including partner‑led consumer 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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