What are the responsibilities and job description for the Senior Marketing Manager - Lifecycle & Targeted Channels position at HEB?
ABOUT THE ROLE
H-E-B is seeking a Senior Marketing Manager, of Lifecycle Marketing & Targeted Channels to lead the strategy, execution, and evolution of how we communicate with our customers across email, push notifications, and SMS. This role sits at the intersection of customer intelligence, channel operations, and loyalty innovation — and will be a key architect of the next generation of H-E-B's customer relationship model.
This leader will build and govern a best-in-class owned channel program while advancing H-E-B's vision for loyalty rooted in how customers feel — known, valued, and given access to experiences that reflect their relationship with the brand. The role reports to senior marketing leadership and works cross-functionally with analytics, technology, marketing strategy and design teams.
KEY RESPONSIBILITIES:
Lifecycle Marketing Strategy & Execution
- Develop and govern H-E-B's end-to-end lifecycle marketing strategy across the full customer journey — acquisition through win-back — for all owned channels
- Define trigger logic, cadence frameworks, suppression rules, and contact governance to ensure relevance without fatigue
- Manage the subscriber program end-to-end: opt-in growth, segmentation health, engagement scoring, and churn mitigation
- Partner with Customer Data & MarTech to activate segments, propensity models, and behavioral signals in campaign execution / work within a Customer Data Platform
- Drive offer strategy across the lifecycle, including personalized promotions, milestone moments, and re-engagement levers
Channel Management: Email, Push & SMS
- Own the channel roadmap and operating model for H-E-B's three primary owned channels, ensuring technical health, deliverability, and compliance (CAN-SPAM, TCPA, TDPSA)
- Establish channel-level KPIs and attribution frameworks in partnership with Marketing Operations and Analytics, and maintain shared reporting dashboards that track owned channel health and business impact
- Collaborate with design and development partners to optimize templates, A/B testing pipelines, and automation workflows
- Govern channel architecture decisions including audience suppression, frequency caps, and cross-channel sequencing logic
- Champion the evolution of H-E-B's loyalty philosophy: moving beyond transactional points mechanics toward an experience-led model