Senior Lifecycle Marketing Manager
Own and optimize the full customer lifecycle marketing strategy at Fleetio, building personalized, data-driven email and nurture programs across PLG, mid-market, and enterprise motions to drive activation, adoption, expansion, retention, and revenue growth. Requires 7+ years in lifecycle/growth marketing with hands-on Marketo and Salesforce experience.
About the job
Own and evolve Fleetio’s lifecycle marketing strategy
- Design and optimize lifecycle programs across the full customer journey, including lead nurture, trial onboarding, activation, conversion, customer engagement, expansion, and retention
- Build segmented lifecycle and email journeys that support Fleetio’s product-led, mid-market, and enterprise go-to-market motions
- Develop personalized experiences based on customer behavior, lifecycle stage, persona, product usage, and buying intent
- Identify opportunities to improve funnel conversion, onboarding completion, product adoption, and customer expansion
Drive product-led growth and trial conversion initiatives
- Partner closely with Product, Growth, and Customer Success teams to improve trial activation and conversion performance
- Build onboarding and engagement programs that help new users successfully set up accounts, adopt core workflows, and realize product value quickly
- Create behavioral and usage-based campaigns that guide users toward key activation milestones
- Optimize onboarding, nurture, and lifecycle email programs that improve activation, engagement, and free-to-paid conversion rates
Support multi-motion go-to-market journeys
- Build lifecycle programs that support both self-service and sales-assisted customer journeys
- Partner with Demand Generation, ABM, and Sales teams to create coordinated nurture and acceleration programs for mid-market and enterprise accounts
- Collaborate with Customer Marketing and Customer Success teams to support cross-sell, upsell, retention, and customer engagement initiatives
- Ensure lifecycle experiences align with broader integrated campaigns and GTM priorities
Operationalize and scale lifecycle programs
- Build and manage scalable nurture and email automation programs within Marketo, Gainsight, Salesforce, and related GTM systems
- Partner with Revenue Operations to improve lead scoring, lead routing, segmentation, attribution, and customer data strategy
- Evaluate and implement AI-powered workflows and automation opportunities that improve lifecycle efficiency and personalization
- Establish testing frameworks and experimentation strategies to continuously optimize customer journeys, email engagement, and campaign performance
Measure, analyze, and optimize performance
- Define and report on key lifecycle metrics including activation, conversion, engagement, retention, and customer health indicators
- Analyze funnel and behavioral data to identify friction points and optimization opportunities across the customer journey
- Monitor and improve email marketing performance including deliverability, engagement, conversion, unsubscribe rates, and lifecycle progression metrics
- Translate customer insights into actionable recommendations that improve lifecycle performance and business outcomes
- Develop reporting and dashboards that connect lifecycle initiatives to pipeline, revenue, and customer growth metrics
Your Experience
- 7+ years of experience in lifecycle marketing, customer marketing, growth marketing, demand generation, or related B2B SaaS marketing roles
- Proven success building lifecycle programs across acquisition, onboarding, activation, conversion, expansion, and retention stages
- Strong experience supporting both product-led growth (PLG) and sales-assisted go-to-market motions
- Deep understanding of trial conversion, onboarding strategy, customer engagement, and behavioral-based marketing
- Hands-on experience with Marketo and Salesforce required; experience with Gainsight strongly preferred
- Experience building nurture programs, triggered email workflows, segmentation strategies, and automated customer journeys
- Strong analytical mindset with experience using customer, funnel, and product usage data to drive optimization decisions
- Familiarity with lead scoring, lead routing, segmentation, and lifecycle attribution concepts
- Excellent cross-functional collaboration skills with experience partnering across Marketing, Product, RevOps, Sales, and Customer Success
- Experience building scalable automated nurture and engagement programs
- Comfortable operating in fast-paced, high-growth environments with evolving processes and priorities
Benefits
- Multiple health/dental coverage options (100% coverage for employee, 50% for family)
- Vision insurance
- Incentive stock options
- 401(k) match of 4%
- PTO - 4 weeks (increases at year two!)
- 12 company holidays + 2 floating holidays
- Parental leave - birthing parent (16 weeks paid) non-birthing (4 weeks paid)
- FSA & HSA options
- Short and long term disability (short term 100% paid)
- Community service funds
- Professional development funds
- Wellbeing fund - $150 quarterly
- Business expense stipend - $125 quarterly
- Mac laptop + new hire equipment stipend
- Fully stocked kitchen with tons of drinks & snacks (BHM only)
- Remote working friendly since 2012
Skills
Lifecycle Marketing, Email Marketing, Marketing Automation, Marketo, Salesforce, Gainsight, Lead Scoring, Lead Routing, Segmentation, A/B Testing, Customer Journey Mapping, Product-Led Growth, B2B Saas Marketing
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