Lifecycle Marketer
Own the full user lifecycle from sign-up to loyal subscriber at DeepLearning.AI. Focus on reducing churn, improving free-to-paid conversion through email/CRM strategy, A/B testing, cohort analysis, and partnering with product, data, and engineering teams.
About the job
What You'll Do
Churn & Retention
- Own the win-back and re-engagement strategy for lapsed free users and at-risk paid subscribers
- Diagnose the drivers of our current subscriber plateau using Stripe, PostHog, and CRM data, and build the first corrective campaigns within 30 days
- Design and ship lifecycle flows that recover users who abandon checkout which is currently our single largest funnel drop-off at roughly 80%
- Build a recurring churn cohort analysis and present findings to marketing and product leadership monthly
Trial & Conversion
- Own the trial-to-paid journey end to end including timing, messaging, and incentive structure for every touchpoint between sign-up and subscription
- Partner with Product Marketing to align in-platform messaging with lifecycle email and notification sequences
- Run structured A/B tests on trial length, onboarding sequencing, and conversion offers, and scale what works
- Build segmentation logic across our CRM contacts so every message reflects where a person actually is in their journey whether free, trial, lapsed, or paid
Email & CRM Strategy
- Set the strategic roadmap for all lifecycle and nurture email, partnering with the Marketing Operations Coordinator who owns execution and tooling
- Define the audience segments, triggers, and journey logic inside our CRM platform (Customer.io)
- Own subject line, send time, and frequency strategy across the lifecycle calendar, balancing conversion goals against list fatigue and unsubscribe risk
- Partner with Editorial on how The Batch and other newsletters feed into lifecycle journeys rather than existing as a disconnected channel
Measurement & Reporting
- Own lifecycle KPIs including free-to-paid conversion rate, checkout completion rate, 30/60/90-day retention, and churn rate. Report on them with a consistent cadence
- Build the LTV and cohort retention views our current dashboard is missing, partnering with Data Engineering on the underlying instrumentation
- Translate lifecycle performance into a clear narrative for leadership: what's improving, what isn't, and what you're doing about it
What You Bring
Required
- 3–6 years of experience in lifecycle, CRM, or retention marketing, with direct ownership of conversion or churn metrics
- Experience in subscription, edtech, or freemium-to-paid business models
- Hands-on experience with a marketing automation or CRM platform (Customer.io, Braze, Iterable, HubSpot, or similar)
- Demonstrated ability to read funnel and behavioral data (PostHog, Amplitude, Mixpanel, or similar) and translate it into a campaign strategy
- Experience designing and analyzing A/B tests with a clear hypothesis, control, and success metric
- Comfort working with subscription billing data (Stripe or similar) to understand the relationship between marketing activity and revenue
- Strong, clear writing, you will write or closely direct the copy for every lifecycle touchpoint
- A bias toward diagnosis before action, you investigate root cause before shipping a fix
Nice to Have
- Familiarity with the AI/ML or technical education landscape
- Experience partnering with engineering on event tracking and instrumentation
- Working knowledge of SQL for self-serve data exploration
- Experience with checkout or payment flow optimization specifically
Skills
Customer.Io, Braze, Iterable, HubSpot, Posthog, Amplitude, Mixpanel, Stripe, SQL, A/B Testing, CRM, Lifecycle Marketing
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