Senior Lifecycle Marketing Manager

Role Description

We're looking for a customer-obsessed lifecycle marketer who understands how to move users and accounts from interest to activation, conversion, adoption, expansion, and long-term customer value. You combine strategic thinking with operational excellence and know how to build personalized, data-driven lifecycle programs that improve engagement and accelerate revenue growth across multiple go-to-market motions.

You thrive in complex environments where different customer segments require different journeys. You understand the nuances between self-serve product-led growth, mid-market sales-assisted motions, and enterprise buying cycles—and know how to orchestrate experiences that meet customers where they are.

You are also experienced in email marketing and marketing automation, with a strong understanding of how to build scalable nurture programs, behavioral triggers, onboarding journeys, and customer communications that drive engagement and conversion across the customer lifecycle.

As Fleetio’s Senior Lifecycle Marketing Manager, you will own and evolve the customer journey across key stages of the funnel—from lead nurture and trial conversion through onboarding, product adoption, expansion, and retention. You’ll partner closely with Marketing, Product, Revenue Operations, Sales, Customer Success, and Product teams to create scalable lifecycle and email marketing programs that improve conversion rates, customer engagement, and revenue outcomes.

Your Impact

• 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

Qualifications

• 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 #LI-Remote