The Role
Own prospect lifecycle and email strategy: design, build, and optimize automated journeys, nurture and re‑engagement programs, and campaign sends. Execute day‑to‑day email production, segmentation, personalization, testing, and deliverability monitoring while partnering with Marketing and Revenue Operations to measure performance and improve pipeline contribution.
Summary Generated by Built In
Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Novara is hiring a Lifecycle & Email Marketing Manager to build, manage, and optimize the email journeys that support demand creation and conversion. This role will own prospect lifecycle strategy, email campaign execution, nurture programs, re-engagement, testing, deliverability, and channel performance.
The Lifecycle & Email Marketing Manager will translate integrated campaign priorities into thoughtful communication journeys for different audiences and stages of the buying process. This person will be hands-on in Marketo or a comparable marketing automation platform, while partnering with Marketing Operations on system administration, routing, data governance, and technical architecture.
Responsibilities:
- Develop the prospect lifecycle and email strategy in partnership with the Director of Demand Generation.
- Create communication plans for key audience stages, including new prospects, engaged buyers, marketing-qualified leads, event and webinar participants, long-cycle buyers, stalled prospects, and closed-lost opportunities.
- Manage the master email calendar, send volume, audience prioritization, contact frequency, and channel cadence.
- Balance campaign priorities, buyer experience, engagement, and list health across the full email program.
- Identify gaps in the prospect journey and recommend new nurture, re-engagement, or conversion programs. Journey design and campaign execution
- Build and launch automated email journeys, nurture programs, follow-up sequences, and triggered communications.
- Translate integrated campaign briefs into email plans that define audience, message sequence, timing, personalization, handoff, and measurement.
- Manage day-to-day email production, including content coordination, build, responsive formatting, personalization, testing, approvals, scheduling, and quality assurance.
- Develop or edit email copy and calls to action in partnership with campaign, content, and Product Marketing stakeholders.
- Create scalable templates and repeatable program structures that increase speed without sacrificing quality or relevance. Audience segmentation and personalization
- Develop audience and contact strategies based on persona, industry, account tier, lifecycle stage, engagement, intent, product interest, and prior campaign history.
- Define segmentation, personalization, suppression, and eligibility requirements for email programs.
- Partner with Marketing Operations on audience implementation, data availability, field logic, consent, and governance.
- Use dynamic content and modular messaging to make communications more relevant without creating unsustainable production complexity.
- Monitor audience overlap and contact pressure to protect the buyer experience and reduce fatigue. Nurture and re-engagement programs
- Own always-on and campaign-specific nurture programs that help prospects progress from initial engagement to sales readiness.
- Build follow-up journeys for webinars, events, content engagement, digital behavior, and high-intent actions.
- Develop re-engagement programs for inactive leads, stalled accounts, previous high-intent prospects, and closed-lost opportunities.
- Partner with the Senior Manager, Integrated Demand Generation & Account-Based Marketing to create email journeys for priority verticals and account audiences.
- Coordinate with Customer Marketing when a communication may affect existing customers, advocates, or former champions. Testing, optimization, and deliverability
- Develop an ongoing A/B and multivariate testing roadmap across subject lines, send times, message structure, calls to action, creative, frequency, and journey design.
- Monitor deliverability, inbox placement, bounce rates, unsubscribe rates, spam complaints, engagement, and list health.
- Identify performance issues and implement improvements to content, cadence, segmentation, personalization, or technical setup.
- Document test findings and turn them into practical email standards and future program recommendations.
- Stay current on email best practices, privacy requirements, consent, accessibility, and anti-spam regulations. Measurement and insights
- Monitor email and lifecycle performance across engagement, conversion, progression, sales handoff, and program contribution.
- Build clear recurring summaries that explain what changed, why it matters, and what should happen next.
- Partner with Revenue Operations and Marketing Operations on reporting, attribution, data quality, and measurement requirements.
- Use campaign and audience insights to improve future nurture design and advise the broader Demand Generation team.
- Recommend process improvements that increase execution efficiency, quality, and buyer relevance.
Lifecycle and email strategy
How Success is Measured:
- Email- and lifecycle-sourced and influenced pipeline, and overall channel health.
- MQL-to-SQO conversion and opportunity progression driven by nurture and re-engagement journeys.
- Quality, reliability, and timeliness of email campaign execution.
- Effectiveness of audience segmentation, personalization, and contact strategy.
- Deliverability, list health, consent compliance, and reduction of unnecessary audience fatigue.
- Testing velocity and the practical value of documented learnings.
- Ability to turn integrated campaign priorities into cohesive lifecycle experiences that measurably advance pipeline.
Knowledge, Experience, Requirements:
- 4 or more years of B2B email, lifecycle, nurture, or marketing automation experience, with direct ownership of campaigns and journeys.
- Hands-on experience building automated programs in Marketo or another major marketing automation platform.
- Demonstrated success developing nurture, re-engagement, lead-conversion, segmentation, or personalization programs.
- Strong knowledge of email production, responsive design, quality assurance, testing methodologies, deliverability, list management, and contact strategy.
- Experience using analytics to evaluate campaign performance and make practical optimization recommendations.
- Strong writing and editing skills, with an understanding of how message sequence and calls to action influence buyer behavior.
- Excellent project-management skills and the ability to coordinate multiple sends, campaigns, and stakeholder inputs.
- Ability to work independently while collaborating closely across a distributed marketing and go-to-market organization.
Preferred Experience:
- Advanced hands-on experience with Marketo, including smart campaigns, programs, tokens, dynamic content, segmentation, and engagement programs.
- Working knowledge of Salesforce and the relationship between CRM data, marketing automation, campaigns, and sales handoff.
- Experience with B2B SaaS, multi-stakeholder buying journeys, and longer sales cycles.
- Experience supporting account-based marketing, vertical campaigns, webinars, events, and intent-driven follow-up.
- Basic HTML and CSS knowledge for email troubleshooting and template refinement.
- Experience with deliverability tools, data-enrichment platforms, or account-intelligence platforms such as 6Sense.
- Knowledge of CAN-SPAM, consent management, accessibility, and evolving privacy requirements.
- Experience using AI tools to improve audience research, content variation, quality assurance, testing, or analysis.
Compensation:
Annual Base Salary Range of 80k-100k
Annual Bonus Opportunity of 10%
As a growing company, Novara values its employees by supporting them with a full benefits package including Medical, Dental, Vision, Flexible Spending Accounts, PTO, Paid and Floating Holidays, 401k with Company match and immediate vesting, Company-funded Life Insurance, Employee Assistance Programs, and No-cost Mental Health Benefits.
About Novara
Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Novara, a Providence Equity portfolio company, provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Novara launched January 1 2026, as an independent company, a spin-off of the Flex and RMC software businesses formerly part of KPA.
Don’t meet every job requirement? At Novara, we are dedicated to building a diverse, inclusive, and authentic workplace. Studies have shown that women and people of color are less likely to apply unless they meet every requirement. If you’re excited about the role but your past experience doesn’t align perfectly with every qualification, we still encourage you to apply! You might just be the right candidate for this or other roles.
Please note that we may use AI tools to assist in the initial screening of resumes to help identify qualified candidates more efficiently. All decisions are reviewed by a human recruiter, and no hiring determination is made solely by automated means.
Novara is committed to providing equal opportunity in all of our employment practices, including selection, hiring, promotion, transfer, and compensation, to all qualified applicants and employees without regard to race, religion, religious dress/grooming, color, ethnicity, sex (including sex stereotyping), sexual orientation, gender identity or gender expression, national origin, ancestry, citizenship status, creed, uniform service member status, military or veteran status, marital status, pregnancy, breast-feeding and/or pregnancy-related conditions, age, protected medical condition, leave status, physical or mental disability, genetic characteristics, or any other legally-protected status in accordance with the requirements of all federal, state and local laws. In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire.
If you need assistance or an accommodation due to a disability, you may contact us at [email protected].
Please see our Candidate Privacy Notice Included Here
Skills Required
- 4 or more years of B2B email, lifecycle, nurture, or marketing automation experience with direct ownership of campaigns and journeys.
- Hands-on experience building automated programs in Marketo or another major marketing automation platform.
- Demonstrated success developing nurture, re-engagement, lead-conversion, segmentation, or personalization programs.
- Strong knowledge of email production, responsive design, quality assurance, testing methodologies, deliverability, list management, and contact strategy.
- Experience using analytics to evaluate campaign performance and make practical optimization recommendations.
- Strong writing and editing skills with understanding of message sequencing and calls to action.
- Excellent project-management skills and ability to coordinate multiple sends, campaigns, and stakeholders.
- Ability to work independently while collaborating across a distributed marketing and go-to-market organization.
- Advanced hands-on Marketo experience (smart campaigns, programs, tokens, dynamic content, engagement programs).
- Working knowledge of Salesforce and CRM-marketing automation integration.
- Experience with B2B SaaS, multi-stakeholder buying journeys, and longer sales cycles.
- Experience supporting account-based marketing, vertical campaigns, webinars, events, and intent-driven follow-up.
- Basic HTML and CSS knowledge for email troubleshooting and template refinement.
- Experience with deliverability tools, data-enrichment platforms, or account-intelligence platforms such as 6Sense.
- Knowledge of CAN-SPAM, consent management, accessibility, and evolving privacy requirements.
- Experience using AI tools to improve audience research, content variation, QA, testing, or analysis.
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The Company
What We Do
Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
