Jacqueline Hanselmann

About

I help growing brands turn email and lifecycle marketing into a stronger retention, engagement, and revenue channel. I bring 12+ years of experience across lifecycle marketing, email strategy, CRM, campaign operations, deliverability, and customer journey optimization. I’ve supported enterprise brands and growing businesses across retail, healthcare, hospitality, technology, and professional services, helping teams improve how they onboard, nurture, retain, and re-engage customers. My work includes lifecycle audits, welcome and post-purchase flows, win-back strategy, campaign calendars, segmentation, email QA, deliverability reviews, and performance optimization. I’m especially strong at helping teams move from ad hoc email sends to a more intentional lifecycle program with clear audiences, messaging, timing, and KPIs. I’m a good fit for founders, lean marketing teams, and growing brands that need senior-level email/lifecycle strategy with hands-on execution support.

Experience

• Manager · Deloitte03-01-2021 – 11-30-2025

  Lifecycle Marketing and Customer Engagement Leader with 14+ years of experience designing end-to-end customer journeys across onboarding, activation, engagement, retention, and re-engagement. Brings deep experience across healthcare, B2B technology, SaaS, and professional services, designing lifecycle programs for Medicare member onboarding, patient engagement, provider communications, pharmacy initiatives, patient education, and member services. Proven track record of developing segmentation strategies, personalized messaging, automated workflows, experimentation roadmaps, and measurement frameworks that improve customer experience and business performance. Skilled at building scalable programs from the ground up and partnering across Product, Sales, Customer Success, Analytics, and Technology to turn customer insights into measurable growth, adoption, and long-term value. CORE COMPETENCIES Lifecycle Marketing Strategy | Customer Journey Design | Onboarding & Activation | Product Adoption & Retention | Customer Engagement & Re-engagement | Segmentation & Personalization | Behavioral Triggers & Automation | Omnichannel Campaign Strategy | A/B & Multivariate Testing | Customer Analytics & Experimentation | KPI Frameworks & Performance Reporting | Lifecycle Roadmaps | Cross-functional Leadership | Healthcare & B2B Marketing | Marketing Operations & Governance Designed end-to-end lifecycle strategies spanning Medicare member onboarding, patient engagement, provider communications, pharmacy engagement, claims and member services, patient education, retention, and re-engagement for enterprise healthcare systems, health plans, and technology organizations. Developed segmentation and personalization strategies using behavioral, demographic, and lifecycle-stage data to deliver relevant customer experiences across email, SMS, web, CRM, and paid channels. Built automated customer journeys using Salesforce Marketing Cloud, Pardot, Marketo, Eloqua, and Braze to support onboarding, patient education, product adoption, preventive care, and ongoing customer engagement. Partnered with Marketing, Product, Customer Success, Clinical, Analytics, and Technology teams to identify customer friction points, optimize lifecycle experiences, and align engagement strategies with business and patient needs. Led experimentation initiatives through A/B testing, journey optimization, customer behavior analysis, and KPI reporting to continuously improve engagement, retention, and campaign performance. Established lifecycle governance, operating models, and measurement frameworks that standardized customer engagement processes across complex enterprise organizations. Managed cross-functional teams across multiple client engagements, providing resource planning, coaching, delivery oversight, and executive stakeholder management. Owned global marketing and lifecycle programs supporting onboarding, engagement, expansion, and retention for cloud infrastructure and data center solutions across North America and EMEA. Built segmented nurture programs and automated customer journeys using behavioral signals, account attributes, and engagement data. Collaborated with Sales and Customer Success to strengthen customer adoption, improve lead handoffs, and identify opportunities for account growth.

• Digital Marketing Manager · INAP07-01-2020 – 03-01-2021

  Owned global marketing and lifecycle programs supporting onboarding, engagement, expansion, and retention for cloud infrastructure and data center solutions across North America and EMEA. Built segmented nurture programs and automated customer journeys using behavioral signals, account attributes, and engagement data. Collaborated with Sales and Customer Success to strengthen customer adoption, improve lead handoffs, and identify opportunities for account growth.

• Integrated Marketing Manager · JLL02-01-2019 – 05-31-2020

  Developed integrated customer engagement programs using behavioral segmentation, personalized nurture strategies, webinars, email, digital advertising, and web experiences. Designed marketing campaigns that aligned messaging with customer needs across multiple stages of the buyer journey. Partnered with regional marketing and business stakeholders to execute integrated campaigns and measure performance across global markets. Improved reporting through KPI dashboards, campaign analytics, and standardized marketing processes. Oversaw more than $3M in program budgets while coordinating agency and vendor workstreams against plan, timeline, and scope.

• Senior Marketing Analyst · Accenture04-01-2017 – 02-28-2019

  Analyzed campaign performance and customer behavior to optimize messaging, lifecycle progression, and conversion across digital channels. Managed webinars, paid social, email marketing, and content syndication initiatives supporting customer acquisition and expansion. Developed strategic customer engagement initiatives for enterprise financial services and insurance clients, translating business priorities into targeted marketing programs. Supported account-based marketing strategies through audience segmentation, personalized communications, executive presentations, and thought leadership. Conducted market research and competitive analysis to identify customer opportunities and inform account growth strategies. Collaborated with cross-functional teams on more than 50 strategic proposals supporting approximately $10M in new business opportunities.

• Email Production Lead · YesMail Interactive10-01-2015 – 04-30-2017

  Managed production and deployment of enterprise email marketing programs supporting automated lifecycle communications and customer engagement. Led the redesign and implementation of more than 125 automated email triggers during a large-scale client rebranding initiative. Coordinated campaign execution across production, account management, and client teams while maintaining quality assurance and delivery timelines. Monitored campaign deployment, reporting, and data accuracy while supporting continuous process improvements.

• Product Marketing Specialist · American Bar Association11-01-2011 – 09-30-2015

  Marketed continuing legal education programs, legal publications, and business law events to attorney audiences, developing positioning, campaigns, and engagement strategies for professional legal products. Launched new legal publications and ran member sales campaigns, including Cyber Monday and seasonal promotions, coordinating pricing offers, email marketing, and product positioning to drive member purchases and event registrations.

Education

• DePaul UniversityBachelor of Science, Marketing

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