Director, Customer Lifecycle Marketing

What you’ll do here

Lead Marketing’s Contribution to Client Growth

• Lead lifecycle marketing’s contribution to Net Revenue Retention (NRR), product adoption, client engagement, expansion pipeline, and expansion revenue
• Develop and execute a client lifecycle strategy that supports activation, adoption, retention, expansion, and advocacy
• Build scalable programs that influence client behavior and drive measurable business outcomes across the client journey
• Partner with Account Management, Sales and Onboarding teams to support expansion opportunities, adoption initiatives, and risk mitigation efforts
• Create programs that reinforce FareHarbor’s value proposition and strengthen long-term client loyalty

Define & Optimize the Client Journey

• Define and continuously optimize the client journey across onboarding, adoption, renewal, expansion, and advocacy
• Identify key lifecycle moments that drive retention, product engagement, expansion readiness, and client satisfaction
• Use client insights, behavioral data, and engagement patterns to uncover opportunities to improve the client experience, differentiated by their segment
• Continuously evaluate where client experiences break down and partner cross-functionally to improve them

Build the Lifecycle Marketing Engine

• Design and scale a cohesive lifecycle marketing system across campaigns, client communications, product launches, events (including our annual Spark user conference) adoption programs, community engagement and expansion initiatives
• Establish segmentation, personalization, automation, AI enhancements and journey orchestration capabilities that improve relevance and efficiency at scale
• Lead the evolution of lifecycle marketing from reactive communications to strategic, behavior-based client engagement
• Create testing and experimentation frameworks that continuously improve lifecycle performance
• Ensure lifecycle marketing investments are aligned to measurable client and business outcomes

Partner Across the Business

• Partner closely with Account Management, Sales and Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, Creative Services, Product, and Revenue Operations
• Align on client engagement definitions, expansion signals, adoption indicators, and retention risk factors
• Surface client insights that inform product strategy, positioning, go-to-market planning, and client experience improvements
• Ensure visibility into client lifecycle performance across segments, regions, products, and stages
• Use data to challenge assumptions and help the organization make better decisions about where to invest

Drive Client-Led Growth

• Build programs that turn engaged clients into advocates, referral sources, references, reviewers, and community champions
• Identify opportunities to leverage client success stories, testimonials, and proof points to support both client expansion and new client acquisition
• Partner with Growth and Product Marketing to create stronger connections between client marketing and demand generation efforts
• Help FareHarbor evolve toward a more unified revenue operating model where client growth and new business growth reinforce one another

Lead & Develop a High-Performing Team

• Lead, develop, and inspire a team of 4-5 lifecycle marketers
• Establish clear priorities, operating rhythms, and accountability frameworks that improve execution and impact
• Build organizational capabilities in lifecycle strategy, client segmentation, marketing automation, journey design, and client growth marketing
• Drive strategic thinking, planning, measurement, and performance across the function
• Foster a culture of experimentation, client obsession, collaboration, and continuous improvement
• Identify areas of opportunity for process improvement based on integration of AI; lead team in adoption of AI tools and practices

Success in This Role Looks Like

• Increased Net Revenue Retention and expansion revenue
• Increased client engagement and product adoption across key segments
• Stronger lifecycle performance across all relevant metrics
• Growth in client advocacy, referrals, reviews, and client-generated proof points
• Increased effectiveness and scalability of lifecycle marketing programs
• Strong alignment across Marketing, Client Success, Commercial, Product, and Revenue Operations