Associate Marketing Manager, Marketing Programs & Customer Lifecycle

Purpose:
We are seeking an Associate Marketing Manager to build, execute, and optimise data-driven marketing programs that strengthen customer engagement across the full customer lifecycle. This role will be responsible for translating customer data, segmentation insights, campaign performance, and business priorities into structured lifecycle programs that improve onboarding, adoption, engagement, retention, renewal readiness, cross-sell, and upsell opportunities.

The ideal candidate is a strong program builder with a balance of marketing strategy, campaign execution, analytical thinking, stakeholder management, and operational discipline. The role requires close collaboration with sales, product marketing, customer experience, digital marketing, analytics, and business operations teams to design scalable programs that deliver measurable customer and revenue outcomes.

What you will be doing:

Customer Lifecycle Program Development

• Design and manage customer lifecycle marketing programs across key stages, including onboarding, activation, engagement, expansion readiness, retention, renewal, and advocacy.
• Develop customer journey maps, communication cadences, and content frameworks tailored to customer segments, lifecycle stages, personas, and business objectives.
• Move marketing execution from ad hoc campaign activity toward structured, always-on lifecycle programs that support customer value, retention, and revenue growth.
• Identify key customer milestones and trigger points to deliver relevant communications at the right time through the appropriate channels.

Data-Driven Segmentation & Personalisation

• Leverage customer data, CRM insights, installed base information, campaign engagement, behavioural signals, support trends, and renewal timelines to define target cohorts and program priorities.
• Build segmentation strategies based on customer lifecycle stage, product ownership, industry, account size, engagement level, propensity signals, and renewal risk.
• Partner with analytics and sales operations teams to interpret dashboards, customer health indicators, funnel metrics, and campaign performance data.
• Translate insights into actionable marketing programs, nurture journeys, and sales handover triggers.

Campaign Execution & Marketing Automation

• Plan and execute multi-touch marketing programs across email, landing pages, digital channels, webinars, customer portals, and sales-enabled touchpoints.
• Work with marketing automation platforms and CRM systems to build nurture flows, trigger-based journeys, scoring rules, suppression logic, and customer communication governance.
• Ensure lifecycle communications are coordinated to avoid over-communication and maintain a consistent customer experience.
• Collaborate with content, brand, digital, and product teams to develop relevant assets such as welcome guides, usage tips, thought leadership articles, case studies, renewal toolkits, value summaries, and campaign landing pages.

Performance Measurement & Optimisation

• Define program success metrics, including engagement, conversion, pipeline influence, renewal readiness, expansion opportunities, meeting bookings, customer satisfaction indicators, and revenue impact.
• Monitor campaign and lifecycle program performance, identify trends, and recommend data-driven optimisation actions.
• Build regular reporting updates for stakeholders, including program status, insights, learnings, and recommended next steps.
• Support attribution and measurement frameworks to connect marketing activities with sales pipeline, customer retention, and business outcomes.

Cross-Functional Program Management

• Lead cross-functional alignment with sales, product marketing, customer experience, analytics, digital marketing, agencies, and business stakeholders to deliver programs on time and at scale.
• Manage program timelines, campaign calendars, stakeholder reviews, dependencies, and execution risks.
• Coordinate sales enablement requirements, including call guides, battle cards, follow-up actions, and lead handover processes.
• Continuously improve program workflows, content operations, campaign governance, and marketing execution processes.

Key Skills & Competencies

• Strong understanding of customer lifecycle marketing, customer journey design, segmentation, nurture strategy, and campaign orchestration.
• Analytical mindset with the ability to interpret customer data, campaign performance, funnel metrics, and business insights.
• Hands-on experience with CRM and marketing automation platforms such as Salesforce, Pardot, Marketo, HubSpot, or similar tools.
• Ability to translate data into practical marketing actions, customer programs, and measurable business outcomes.
• Strong project management skills with the ability to manage multiple programs, timelines, and stakeholders.
• Excellent written and verbal communication skills, with the ability to develop clear briefs, updates, campaign messaging, and stakeholder presentations.
• Customer-centric mindset with a strong focus on relevance, value delivery, and experience quality.

What are we looking for:

• Bachelor’s degree in Marketing, Business, Communications, Data Analytics, or a related discipline.
• 4 to 6 years of experience in marketing programs, lifecycle marketing, marketing operations, demand generation, CRM marketing, or customer engagement roles.
• Proven experience building and executing multi-touch marketing campaigns or customer nurture programs.
• Experience working with customer data, segmentation, reporting dashboards, and campaign performance analytics.
• Experience in B2B marketing, technology, managed services, SaaS, print solutions, digital transformation, or related industries is advantageous.
• Familiarity with Power BI, Tableau, Google Analytics, Excel, or similar reporting tools is preferred.
• Experience working with sales teams and supporting lead handover, pipeline tracking, or revenue-linked campaign measurement is preferred.