Lifecycle Marketing Manager

Lifecycle Marketing Manager

As Lifecycle Marketing Manager, you'll own the strategy, design and execution of the marketing systems that convert interest into pipeline. You'll sit within the Pipeline Marketing team and be responsible for building the lifecycle engine that powers demand generation—from first touch through to expansion. You'll create scalable nurture programs, lead management frameworks and email capabilities that help thousands of prospects progress through their buying journey while enabling our product marketing squads to execute consistently. This is a highly cross-functional role. You'll work closely with Product Marketing, Marketing Operations, BDRs, Sales, Customer Success and Revenue Operations to ensure our lifecycle programs drive measurable pipeline impact. We're looking for someone who enjoys building. Someone who can zoom out to design an operating model, then jump into HubSpot to make it real.

Lifecycle Strategy and Nurture

• Design and continuously improve lifecycle strategies across the prospect journey
• Build scalable nurture programs that educate, qualify and generate demand from large low-intent audiences
• Create repeatable lifecycle plays that product marketing squads can deploy consistently across products and regions
• Define entry, exit and success criteria for lifecycle programs
• Optimise journeys using behavioural signals, engagement data and conversion insights

Inbound Demand Acceleration

• Own the middle of the funnel, turning known contacts into qualified buying intent.
• Partner with BDR leadership on lead routing, recycling and hand-raiser strategies.
• Design programs that increase marketing-generated pipeline while reducing unresponsive lead volumes.
• Develop always-on reactivation and recycling motions that continuously create new opportunities.

Email Channel Ownership

• Own email as a marketing channel across the business
• Establish templates, governance, QA standards and best practices that improve quality and scalability
• Develop modular email frameworks that allow teams to build campaigns efficiently while maintaining consistency
• Drive improvements in deliverability, engagement, accessibility and mobile performance
• Partner with content teams to improve how email is planned, written and produced

Customer Lifecycle and Expansion

• Build lifecycle programs that support cross-sell and expansion
• Partner with Customer Success and Product Marketing to create campaigns that generate expansion pipeline
• Identify opportunities to increase customer engagement throughout the lifecycle

Cross-Functional Leadership

• Act as the connective tissue between Product Marketing, Marketing Operations, Revenue Operations and Sales.
• Translate business priorities into scalable lifecycle programs.
• Influence stakeholders without relying on direct authority.
• Build processes and documentation that improve consistency across teams.

Measurement and Optimisation

• Define lifecycle KPIs and reporting frameworks
• Analyse funnel performance to identify bottlenecks and opportunities
• Run structured experiments to improve engagement and pipeline conversion
• Use insights to continually evolve lifecycle programs and operating models

What do we need from you?

• 5+ years in lifecycle, marketing automation, demand generation or growth marketing within B2B SaaS
• Strong experience building lifecycle strategies rather than simply executing campaigns
• Deep experience with HubSpot (or similar) and marketing automation platforms
• Experience designing nurture programs that influence complex buying journeys
• Strong understanding of lead management, scoring, routing and sales alignment
• Excellent analytical skills with a passion for experimentation and optimisation
• Outstanding stakeholder management and communication skills

What would give you an edge?

• Experience marketing cybersecurity, enterprise SaaS or other complex B2B technology
• Experience building customer marketing and expansion programs
• Familiarity with lead scoring, intent data and behavioural marketing
• Experience working within a matrixed product marketing organisation

What's in it for you?

• Monthly Lifestyle subsidy: use this for financial, physical and mental wellbeing (all regions)
• WFH set-up allowance: to ensure you have the right environment to work in, we will help you get set-up within your first 3 months at UpGuard (all regions)
• $1500 USD annual Learning & Development allowance: to support your career development all team members will be able to expense development opportunities against this allowance (all regions)
• Annual leave: PTO plus two additional UpGuardian leave days to give you time to recharge your batteries
• 18 weeks paid Parental Leave: irrespective of parenting role (all regions)
• Personal Leave allowance: this includes sick & carer's leave (all regions)
• Fully remote working environment: whilst we have physical offices in Sydney & Hobart, we do not mandate compulsory attendance (all regions)
• Top spec hardware: all team members will be provided with top-spec laptops for their role (all regions)
• Personal device security & online privacy protection subsidy: UpGuard provides team members with a paid subscription to personal device security & online privacy protection platform (all regions)
• Generative AI subsidy: UpGuard provides paid subscriptions for all team members to access generative AI tools to support their work (all regions)