The Senior Manager, Lifecycle Marketing oversees the lifecycle marketing strategy for the entire customer journey—from nurturing net new prospects through trial conversion, onboarding, retention, upsell, and cross-sell. This role is accountable for driving measurable revenue impact across each stage of the funnel and ensuring lifecycle marketing is a strategic growth lever for the business. They understand how their work impacts the entire customer experience and financial health of the business.
This leader oversees three individual contributors and is an experienced people manager who excels at coaching, developing, and retaining top talent in a high-growth organization. As a player-coach, they set a clear vision for the function while remaining close enough to the work to guide execution, unblock challenges, conduct QA, and elevate the team’s technical and strategic capabilities. They thrive in highly cross-functional environments, building trust and influence across teams to move complex initiatives forward.
The Senior Manager, Lifecycle Marketing deeply understands lifecycle metrics across the funnel and uses quantitative and qualitative insights to shape strategy, prioritize initiatives, and identify new growth opportunities. They partner closely with Marketing Operations, Growth Product, and Data teams to ensure data integrity, define success metrics, and translate insights into scalable lifecycle programs that evolve alongside the business.
With deep expertise in lifecycle marketing and extensive experience working within modern martech tools—including Marketo and Braze—this individual ensures the team is building effective, scalable programs rooted in strong segmentation, personalization, and experimentation frameworks.
The Senior Manager, Lifecycle Marketing reports to the Director, Global Integrated Marketing and regularly communicates performance insights, strategic recommendations, and growth opportunities to cross-functional partners and executive leadership.
What You'll Do:
Own and evolve the end-to-end lifecycle marketing strategy across engagement, conversion, adoption, retention, and cross-sell
Establish clear KPIs across the funnel and ensure lifecycle programs are driving measurable impact on pipeline, trial conversion, customer adoption, and expansion revenue
Leverage qualitative and quantitative data to identify growth opportunities and continuously optimize lifecycle programs
Manage a prioritized lifecycle roadmap, balancing experimentation with scalable program development
Contribute domain expertise to the development of strategic cross-functional projects that leverage lifecycle marketing channels
Confidently present strategy, performance insights, and recommendations to leadership and cross-functional stakeholders
Manage and develop three direct reports, providing consistent coaching, performance feedback, and career development
Act as a player-coach, remaining close to campaign builds and automation logic to guide troubleshooting, QA complex workflows, and raise the team’s technical capabilities
Foster a culture of accountability, curiosity, and continuous improvement
Communicate proactively with peers, managers, and leadership on plans, progress, and challenges
Collaborate with Creative and Product Marketing teams to craft and iterate on effective messaging for our target audience segments
Partner closely with Marketing Operations team to ensure lifecycle programs are built efficiently, data flows reliably, and tooling supports business goals
Partner with Sales and Customer Success leaders to ensure messaging alignment through the funnel
Work with Growth Product team to identify and test opportunities to deepen product adoption, increase conversion, and improve retention
Lifecycle Strategy & Revenue Impact
Team Leadership
Cross-Functional Partnership
What You Should Have:
8+ years of experience in lifecycle marketing, preferably at a B2B SaaS organization
Expertise in lifecycle marketing best practices, especially in a product-led growth environment
Extensive hands-on experience with lifecycle marketing tools such as Marketo and Braze (or similar tools)
Experience managing direct reports and developing high-performing individual contributors
Demonstrated ability to influence cross-functional stakeholders and present strategic recommendations to leadership
Strong analytical skills and ability to translate performance data into actionable insights
Excellent prioritization and project management abilities
Outstanding verbal and written communication skills
High attention to detail and commitment to quality
Four-year college degree or equivalent experience
Top Skills
What We Do
Articulate develops e-learning software, content, and resources that change the way the world learns. More than 106,000 organizations worldwide, including all 100 of Fortune 100, have created millions of courses using our online training apps, Articulate 360 and Rise.com. With Articulate 360, e-learning developers get everything they need to create courses for their learning management systems, including the award-winning authoring app Storyline 360. With Rise.com, organizations get everything they need to create, track, and manage their online training in one complete system. It's the all-in-one online training system employees love. Articulate also has the industry's largest community, E-Learning Heroes, where online training professionals get inspiration, guidance, product support, and best practices on building online training. Join the 965,000+ member of E-Learning Heroes. As a human-centered organization, Articulate is driven by our vision to empower people to live better lives. We're committed to providing the best value to customers and doing right by our employees. We're building a team that looks like the world we live in and an environment where people from diverse backgrounds feel like we belong. Learn more about why we're one of Inc. Magazine's Best Workplaces of 2020.
