VP, Lifecycle Marketing

Risepoint is an education technology company that provides world-class support and trusted expertise to more than 100 universities and colleges. We primarily work with regional universities, helping them develop and grow their high-ROI, workforce-focused online degree programs in critical areas such as nursing, teaching, business, and public service. Risepoint is dedicated to increasing access to affordable education so that more students, especially working adults, can improve their careers and meet employer and community needs.

The Marketing Channels team sits within the Marketing & Operations teams. The team is responsible for the development and execution of a comprehensive audience, channel and creative strategy across all distribution channels (including traditional, digital, field, email and organic). The team focuses on both short-term performance and long-term innovation and driving the evolution of channel marketing capabilities to meet future market demands.

Job Summary

The Vice President of Lifecycle Marketing will lead our CRM, email and SMS efforts, owning strategy and execution lifecycle communications focused on nurturing and converting prospective students through the funnel into enrollment. This person will be responsible for designing and implementing high-impact campaigns that increase engagement, re-engagement, and conversion. They will partner closely with analytics to define and segment audiences based on behavioral, site, and engagement data, and will own execution of all lifecycle communications through Salesforce.

The ideal candidate has deep expertise in CRM, lifecycle marketing, and cross-channel campaign management. They thrive in a fast-paced environment, can balance long-term nurture strategies with immediate performance goals, and have a proven ability to build audience-centric campaigns that deliver measurable business outcomes.

Key Duties and Responsibilities

Re-engagement and Nurture Strategy & Execution

• Own the re-engagement and nurturing marketing strategy across email and SMS, ensuring alignment with business and university partner goals.
• Develop segmentation and targeting strategies in partnership with analytics to deliver personalized, high-impact communications that nurture prospective students.
• Design and execute campaigns for lead nurturing, re-engagement, and conversion, ensuring scalability and automation.

Innovation & Personalization

• Champion innovation in lifecycle marketing, introducing new campaign frameworks, testing approaches, personalization tactics and AI enablement.
• Anticipate changes in data privacy, messaging regulations, and marketing technology to keep our communications compliant, competitive, and future-ready.
• Shape the future state of our CRM ecosystem, driving automation, personalization, and agility at scale.

Cross-functional collaboration

• Partner with analytics, integrated marketing, creative, channels marketing and student success center teams to ensure lifecycle communications complement broader marketing initiatives.
• Collaborate with enrollment and partner teams to align lifecycle campaigns with business objectives and student needs.

Team Leadership and Development:

• Build, mentor, and lead the lifecycle marketing team, equipping them with the skills and tools needed to deliver both today’s campaigns and tomorrow’s innovations.
• Foster a culture of testing, optimization, and continuous improvement within the team.

Data-Driven Performance and Optimization

• Define KPIs and success metrics for lifecycle campaigns, focusing on engagement, conversion, and lifetime value (LTV).
• Drive adoption of advanced analytics and reporting to measure and optimize lifecycle performance.
• Implement robust testing strategies to continually improve messaging, creative, timing, and channel mix.

Additional Position Responsibilities

• Perform in accordance with Risepoint Policies
• Perform other duties as assigned

QUALIFICATIONS

Education Level

Bachelor’s degree

MBA

Experience Level

• 10+ years of experience in lifecycle, CRM, or retention marketing, with at least 7 years in a senior leadership role in large-scale organizations.
• Proven track record of developing and executing lifecycle strategies that drive measurable engagement and conversion.
• Expertise in Salesforce Marketing Cloud or equivalent enterprise CRM platforms.
• Deep knowledge of segmentation, automation, and personalization frameworks.
• Strong understanding of compliance and regulatory requirements in email/SMS marketing.
• Demonstrated success in leading teams and managing cross-functional collaboration.

Risepoint is an equal opportunity employer.  We celebrate diversity and are committed to creating an equitable environment for all employees. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status, or any other characteristic protected by applicable state or federal laws.

Risepoint is an equal-opportunity employer and supports a diverse and inclusive workforce.