- Develop and execute customer lifecycle programs across onboarding, adoption, value realization, expansion, renewal and re-engagement
- Map customer journeys and identify milestones, behaviors and communication opportunities
- Translate lifecycle priorities into campaigns, workflows and customer experiences
- Maintain and optimize always-on customer programs
- Develop onboarding, education and adoption campaigns aligned to customer needs and use cases
- Increase awareness and usage of products, features, integrations and services
- Partner with Product Marketing, PLG and Customer Success to create targeted communications
- Help customers understand and communicate the value received from ActivTrak
- Build programs supporting customer engagement and renewal readiness
- Develop cross-sell, upsell and re-engagement campaigns
- Partner with Sales, Customer Success and PLG on customer growth initiatives
- Segment customers by lifecycle stage, use case, persona, product adoption, account characteristics and maturity
- Use behavioral and account signals to improve communication timing and relevance
- Test messaging, audiences, channels, timing and journey structure
- Explore responsible uses of AI for personalization and program efficiency
- Define program goals and success measures
- Track email engagement, activation, adoption, expansion activity, retention indicators and lifecycle progression
- Use results and customer insights to identify improvements
- Share performance, learnings and recommendations with cross-functional partners
Requirements
- 5 years of experience in lifecycle marketing, customer marketing or growth marketing related to a B2B SaaS role
- Experience developing and executing email campaigns, nurture programs or automated customer journeys
- Understanding of the SaaS customer lifecycle and factors influencing adoption, retention and expansion
- Experience using customer, account or behavioral data to create segmented communications
- Ability to manage programs from planning through launch, measurement and optimization
- Strong project-management and cross-functional collaboration skills
- Excellent written communication and campaign-development skills
- Data-informed mindset and interest in understanding how marketing programs influence customer behavior
- Familiarity with marketing automation, CRM, customer engagement or analytics platforms
Core Competencies
Demonstrates expertise in developing and executing customer lifecycle programs, including onboarding, adoption, and re-engagement strategies. Proficient in leveraging customer insights and data to optimize marketing campaigns and enhance customer experiences in a B2B SaaS environment.
Highest-signal resume keywords
- Lifecycle Marketing Experience
- Email Campaign Development
- Customer Segmentation
- Project Management Skills
- Marketing Automation Familiarity
Hard Skills
- Customer Lifecycle Programs
- Email Campaigns
- Nurture Programs
- Behavioral Data Analysis
- Program Measurement
- Customer Journey Mapping
- Cross-Sell Campaigns
- Upsell Campaigns
- Data-Driven Decision Making
- Customer Engagement Strategies
Soft Skills
- Cross-Functional Collaboration
- Written Communication
- Project Management
Industry Keywords
- B2B SaaS
- Customer Retention
- Customer Adoption
- Customer Insights
- Growth Marketing
Tools & Technologies
- Marketing Automation Platforms
- CRM Systems
- Customer Engagement Tools
- Analytics Platforms
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