At Dexter, we manufacture and distribute axles, accessories, and towing components primarily serving the commercial trailer, RV, marine, agriculture, and manufactured housing markets. We’re building products and systems that are rooted in a culture of safety, collaboration, and innovation.
Headquartered in Elkhart, Indiana, Dexter has manufacturing and distribution locations throughout the U.S. and Canada. Employing state-of-the-art robotics, precision welding equipment, and automated machining processes, Dexter has achieved over 65 years of success through a commitment to the principles of superior quality, continuous improvement, and unparalleled customer service.
For more information about our company, access Dexter's web site at www.dextergroup.com.
The Manager, Lifecycle Programs is responsible for building, launching and continuously improving scalable lifecycle programs that generate demand, expand customer relationships, improve retention and increase customer lifetime value. This role converts the Lifecycle Programs strategy into repeatable commercial execution across Distribution, Ecommerce, Upfit, Canada and Specialty businesses. The Manager partners closely with Demand Marketing, Commercial Intelligence, Ecommerce, Customer Success, Branch Operations, Sales and Category Management to ensure programs are consistently activated through CRM, digital channels, customer service, branches and field teams.
The mandate for the Manager: Turn commercial strategy into repeatable programs, workflows, customer journeys and activation playbooks that can be deployed consistently across markets and channels.
- Programs must be operational, not conceptual. Every program should translate into a clear audience, offer, trigger, channel path, owner, workflow and scorecard.
- Customer lists are live commercial assets. Target lists should be continuously refreshed based on buying signals, ecommerce behavior, campaign response, inventory, pricing events, propensity and churn indicators.
- Guided selling happens wherever customers buy. Programs should improve attachment, category penetration and average order value across ecommerce, phone, chat, branch, dealer and sales interactions.
- Programs improve through testing and feedback. Campaign results, sales outcomes, branch feedback and digital behavior should continuously refine offers, workflows, timing and customer prioritization.
- Successful programs become standardized playbooks. The Manager helps create common templates, workflows and operating standards that teams can execute and localize.
Key Responsibilities
- Design and operate lifecycle programs for acquisition, onboarding, re-onboarding, loyalty, seasonal selling, category expansion, competitive conquest, replenishment, retention and win-back.
- Build program mechanics including target audience, offer, trigger, cadence, customer journey, channel rules, workflow, fulfillment path and success measures.
- Coordinate program launches across Marketing, Ecommerce, Sales, Customer Service, Branch Operations, Category Management and regional teams.
- Create and maintain CRM workflows, customer journeys, guided-selling prompts and customer target lists that enable consistent execution across channels.
- Partner with Ecommerce and Digital Merchandising to support lifecycle programs through PDPs, exact-fit content, bundles, promotions, recommendations, searchandising and digital shelf coverage.
- Support direct-to-consumer conversion where Dexter should own the transaction, while also generating qualified demand for dealers, distributors, branches and partners where channel routing creates greater enterprise value.
- Monitor customer behavior, campaign engagement, ecommerce activity, purchase history, propensity, churn and category gaps; continuously recast and reprioritize strike lists based on new signals.
- Use testing and analytics to optimize offers, bundles, incentives, timing, messaging, guided-selling prompts and digital merchandising.
- Feed campaign results, sales outcomes, customer behavior and field feedback back into Commercial Intelligence and AI models to improve future targeting and program effectiveness.
- Own the lifecycle portion of monthly line reviews, including program performance, digital demand, customer movement, competitive actions, recommended next programs and actions requiring cross-functional follow-through.
- Create standardized lifecycle program templates, activation playbooks, workflow standards and scorecards that can be reused across the United States, Canada and Specialty businesses.
- Maintain the integrated lifecycle program calendar and ensure launches are coordinated with inventory, pricing, product availability, content readiness and sales/CSR support.
Education and Experience
- Bachelor’s degree in Marketing, Business, Analytics, Communications, Ecommerce, Digital Commerce, or a related field, or an equivalent combination of education and relevant professional experience
- 5+ years of progressive experience in lifecycle marketing, CRM, customer marketing, retention marketing, growth marketing, direct or database marketing, ecommerce, or commercial program management.
- 3 years of direct experience designing, launching, and optimizing lifecycle programs, automated customer journeys, triggered communications, or CRM workflows.
- Demonstrated experience owning programs across multiple lifecycle stages, such as acquisition, onboarding, re-onboarding, category expansion, loyalty, replenishment, retention, reactivation, and win-back.
- 7 or more years preferred for candidates bringing substantial B2B distribution, ecommerce, manufacturing, or omnichannel experience
- Experience using customer, purchase, ecommerce, engagement, and behavioral data to develop segments, prioritize audiences, personalize programs, and improve targeting.
- Experience designing and evaluating tests involving audience, offer, messaging, timing, cadence, channel, promotion, or customer journey.
- Demonstrated success leading complex, cross-functional launches involving Marketing, Ecommerce, Sales, Customer Success or Customer Service, Operations, Merchandising or Category Management, Analytics, and field or branch teams.
We care for our people. Here are some of our great, comprehensive Benefits:
- Dexter offers a competitive wage
- Full benefits package including Health, Dental, Vision, Life, STD, LTD, FSA, HSA
- 3% profit sharing in our Safe Harbor program
- 401(k) Plan with company contributions
- Opportunities for internal career development and growth
Apply now to join an industry leader and make a difference in what we do for the customers we serve!
Dexter is committed to attracting, developing, and retaining a highly qualified, dedicated workforce. We hire and promote individuals based on their qualifications, performance, and abilities.
It is the policy of the Company to provide equal opportunity to all qualified individuals without discrimination on the basis of race, ethnicity, national origin, gender, age, sexual orientation, disability, religion, veteran status, citizenship status or any other protected characteristic as outlined by applicable U.S. and Canada equal rights legislation protected by federal, state, province or local law.
