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Justin McSwain

@justinmcswain

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B2C CRM and lifecycle marketing leader driving retention, personalization, and subscription growth.

United States

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What I'm looking for

I'm looking for a leadership role focused on lifecycle, retention, and personalization where I can build teams, scale automated programs, and use analytics to drive revenue and long-term customer loyalty.

I am a B2C lifecycle and CRM marketing leader with over 10 years' experience driving retention, engagement, and subscription growth across email, SMS, social, and direct channels.

At SHRM I established the organization's first B2C demand generation function, built multi-channel strategies and integrations that enabled automated follow-ups and lifecycle tracking, and authored a 50+ page Marketo SOP while creating Adobe CJA and Google Analytics dashboards to improve targeting and reduce churn.

I founded McSwain Media and have delivered end-to-end digital marketing for startups, SMBs, and nonprofits, translating consumer behavior into segmentation frameworks, automated lifecycle programs, and measurable revenue growth.

Experience

Work history, roles, and key accomplishments

Lead, B2C Demand Generation

Society for Human Resource Management

Oct 2024 - Aug 2025 (10 months)

Established SHRM’s first B2C demand generation function, defining strategy, team structure, and operating model. Managed senior specialists and budget and owned multi-channel programs that directly influenced revenue growth.

Demand Generation Lifecycle Marketing Email SMS Paid Media SEO Marketing Operations Team Leadership

Lead, Product Marketing

Society for Human Resource Management

Aug 2023 - Oct 2024 (1 year 2 months)

Built and executed product marketing strategies for 12+ high-priority products including a 500+ item store, directing omni-channel campaigns that improved retention and grew average order value and recurring revenue. Implemented segmentation and personalization to increase adoption and cross-sell.

Product Marketing Segmentation Personalization Cross Sell Campaign Strategy Email Marketing Analytics

Senior Specialist, Digital Marketing

Society for Human Resource Management

Apr 2022 - Aug 2023 (1 year 4 months)

Managed consumer-facing campaign deployment, CRM segmentation, and engagement reporting while modernizing nurture and retention programs (onboarding, renewal, win-back) to increase customer lifetime value. Developed tagging and UTM standards to improve lifecycle reporting accuracy.

Segmentation Marketo Deployment Analytics A B Testing Reporting

Digital Marketing Strategist

Consolidated Planning, Inc.

Nov 2021 - Apr 2022 (5 months)

Built omnichannel digital strategies across email, SEO, and social to drive B2C2B client acquisition and implemented campaign tracking and reporting to enable iterative improvements. Created web content and distributed press materials to support growth initiatives.

Email Marketing SEO Social Media Campaign Tracking Content Creation Analytics Reporting

Digital Media Specialist

Founders Federal Credit Union

Jul 2019 - Oct 2021 (2 years 3 months)

Developed and executed integrated marketing campaigns across social, direct mail, in-app messaging, email, and digital platforms, managing paid social and SEO to increase brand visibility and new accounts. Produced branded video and podcast content to support community engagement.

Social Media Paid Social SEO Email Marketing Content Production Direct Mail

Founder & Digital Marketing Specialist

McSwain Media

Jun 2012 - Mar 2021 (8 years 9 months)

Founded and operated a consultancy delivering end-to-end digital marketing solutions (web development, SEO, paid media, analytics, eCommerce), acting as a full marketing department and driving measurable increases in traffic, leads, and sales for startups and SMBs.