Member Lifecycle Strategy & Engagement Manager

Member Lifecycle Strategy & Engagement Manager

As Manager of Member Lifecycle & Engagement, you will define and execute AAA's end-to-end member lifecycle strategy. You will identify the moments that matter across the member journey, develop programs that increase engagement, value realization, and retention, and cross-functional efforts that help AAA become indispensable to members throughout their lifetime relationship with the organization. This role oversees engagement-related touchpoints including onboarding, notifications, personalization, lifecycle journeys, messaging, AI experiences, loyalty systems, and other membership recommendations.

Directs the development, planning and implementation of product and process development for new products. Activities include, but are not limited to, conducting thorough market analysis and research, defining product features and workflows, developing and implementing new product features, developing distribution plans, creating cost-benefit analysis, working with the assigned marketing team to create a marketing plan and appropriate support materials, and interfacing with both internal and external resources to implement programs. Responsible for managing timelines and internal and external resources to launch products on time and within budget.

What You Will Do

• Define and evolve the lifecycle framework across acquisition, onboarding, activation, engagement, renewal, retention, advocacy, and household growth — overseeing all member touchpoints, engagement offers, and member communication, identifying pain points and implementing improvements to increase renewal rates. Prioritize initiatives that improve activation, retention, stickiness, and customer lifetime value.
• Analyze member behavior, market trends, competitive dynamics, and operational performance to identify opportunities that strengthen membership value and market differentiation.
• Develop member segmentation strategies based on behaviors, needs, tenure, household relationships, value, and engagement patterns to deliver personalized experiences at scale.
• Partner with Analytics and Finance to understand the drivers of member retention, renewal, household growth, and lifetime value, translating insights into actionable lifecycle strategies.
• Evaluate and develop loyalty, rewards, recognition, and benefit strategies — including earning structures, redemption categories, and partner benefits — that reinforce member engagement and retention objectives and connect to AAA's broader membership identity.
• Partner with Marketing, Digital Engineering, Analytics, Finance, Legal, and Operations teams to align priorities and deliver cohesive member experiences.
• Define and monitor key performance indicators including member engagement, retention, and member satisfaction; translate insights into actionable decisions.
• Track outcomes obsessively with dashboards, turning data into actionable next steps that accelerate impact.
• Build trusted relationships across the organization by driving collaboration, communicating clearly, influencing without direct authority, and maintaining focus on member and business outcomes.
• Hire, coach, manage, and motivate staff to achieve lifecycle and engagement goals and objectives.

Who Thrives at Auto Club Enterprises

• You design the lifecycle strategies and engagement platforms that will power AAA's core membership for generations to come.
• You work to influence journeys and peace of mind for more than 18 million members.
• You use evidence to make decisions. You know how to brief a data science partner, interpret what the numbers show, and translate findings into program action — you close the loop, you don't just report it.
• Your success is measured by real outcomes and business value.
• You like owning outcomes, setting clear goals, choosing your path, and rallying partners without waiting for top-down direction.
• You love working with and learning from peers who have deep, end-to-end lifecycle strategy expertise.

What You Bring

• Minimum 7 years leading customer lifecycle strategy, membership programs, loyalty or retention programs, subscription businesses, or related consumer services through the full customer or member lifecycle.
• Demonstrated experience developing customer, member, subscriber, loyalty, or retention strategies that improved engagement, retention, renewal, customer lifetime value, or household growth.
• Experience designing lifecycle frameworks, customer journey maps, engagement models, segmentation strategies, or retention programs for membership, loyalty, subscription, financial services, travel, hospitality, insurance, or consumer business.
• Strong strategic thinking skills with the ability to connect vision into execution plans, business cases, and measurable outcomes.
• Proven ability to partner with Analytics or Data Science teams to define success metrics, design experiments, interpret results, and translate findings into member journey improvements.
• Experience working cross-functionally with Marketing, Finance, Operations, Legal, and executive stakeholders to influence decisions and deliver results.
• AI-fluent and comfortable leveraging modern tools to accelerate analysis, prototyping, communication, and execution.
• Bachelor's degree in a technical, quantitative, or business field, or equivalent practical experience.

Join us to redefine how people move, protect what matters, and discover the world, all while advancing your craft alongside a passionate, supportive team.

The starting pay range for this position is:

$145,900.00 - $194,600.00

Additionally, for full time positions, you will be eligible to participate in our incentive program based upon the achievement of organization, team and personal performance.

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Remarkable benefits:
•    Health coverage for medical, dental, vision

•    401(K) saving plans with company match AND Pension    

•    Tuition assistance

•    Floating holidays and PTO for community volunteer programs

•    Paid parental leave

•    Wellness programs

•    Employee discounts (membership, insurance,

travel, entertainment, services and more!)

Auto Club Enterprises is the largest club within the national AAA federation. We have nearly 17,000 employees in 24 states helping more than 18 million members. The strength of our organization is our employees. Bringing together and supporting different cultures, backgrounds, personalities, and strengths creates a team capable of delivering legendary, lifetime service to our members. When we embrace our diversity – we win. All of Us! With our national brand recognition, long-standing reputation since 1900, and constantly growing membership, we are seeking career-minded, service-driven professionals to join our team.

“Through dedicated employees we proudly deliver legendary service and beneficial products that provide members peace of mind and value.”

AAA is an Equal Opportunity Employer

Our organization participates in E-Verify

The Automobile Club of Southern California will consider for employment all qualified applicants, including those with criminal histories, in a manner consistent with the requirements of applicable federal, state, and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance (FCIHO), the Unincorporated Los Angeles County (ULAC) regulation, and the California Fair Chance Act (CFCA).