Senior Lifecycle Marketing Manager

Senior Lifecycle Marketing Manager

Making videos is easy. Making them work for your business? That is where Wistia shines. Our end-to-end platform gives businesses the tools to create, host, share, and analyze videos and webinars, all in one place.

We are a growing, profitable company with tens of thousands of paying customers and over half a million active accounts. Our mission? To be the go-to video and webinar platform for businesses. And we know that mission starts with a team that feels valued, supported, and empowered to do their best work.

Why This Role Matters

The Senior Lifecycle Marketing Manager will play a critical role in helping our users discover, adopt and realize ongoing value with our product and features. This role will combine strategic thinking with analytical rigor and exceptional execution to serve a wide range of customers with unique needs, delivering the right message at the right moment.

This role will identify opportunities through customer insights and product data, design sophisticated lifecycle programs, lead customer engagement strategies for new products and features, and continuously evolve the user experience through experimentation. You'll partner closely with Growth Product, Product Marketing, Content, Demand Generation, Customer Success and more to shape what content gets created based on what the lifecycle program needs, connect what happens next when someone clicks an email and lands in the product, and build customer delight programs that turn satisfied users into advocates for the brand.

This role reports to our Senior Director of Demand Generation, and partners closely with the Growth Marketing, Content, Marketing Operations, Growth Product, Demand Generation and Customer Success teams.

This is a hands-on, high-ownership IC role that will own the strategy and the execution. You'll be the person in the room asking whether something is actually right for the person receiving it, not just convenient for an upcoming initiative, and you'll proactively mine the database for what's missing: which segments are underserved, which lifecycle moments have no coverage, where we're leaving user potential on the table. While your primary, initial execution is email, your thinking extends beyond that, asking what happens after the click and flagging when a complementary channel, in-product moment, or webinar should be running alongside it.

This role will leverage AI to meaningfully scale what they are able to do — accelerate experimentation, sharpen segmentation, find patterns in the database faster than any manual process could — and bring what you learn back as a resource for the broader marketing team, not just apply it to your own work. You will regularly translate what you are seeing in customer behavior into input that shapes what the rest of marketing invests in next.

Key Responsibilities

• Deeply understand our users and our product to help them succeed and grow
• Own the strategy and execution of 1:many and 1:few lifecycle programs, primarily through email, focused on driving product adoption, feature awareness, and cross-sell/purchase readiness across trial and customer audiences — setting users up for the expansion moments that matter, upstream of the transactional triggers.
• Build and evolve a trigger-based, behavior-driven email program that supports what users are actually doing in the product.
• Proactively mine and analyze our existing database for opportunities: identify underserved segments, under-engaged users, and untapped lifecycle moments that email can address, and build programs around what you find.
• Develop a customer delight program to reward and celebrate our customers for their success, turning them into advocates for our brand.
• Partner closely with Content to identify gaps and shape what gets created based on what the lifecycle program needs to drive adoption and awareness. Yes, you'll use existing assets, but also actively influence the content roadmap.
• Partner with Events, Webinar, and Product Marketing stakeholders to ensure lifecycle email is integrated with launches, live programming, and feature releases and vice versa. When a feature ships or a webinar goes live, this person should already have a lifecycle angle ready.
• Work alongside Marketing Ops as a partner on HubSpot strategy and architecture, having input into how the platform is structured and maintained to support lifecycle goals.
• Leverage AI tools to scale the sophistication and output of the email program in the short term while also planning ahead for what will be needed in the future.
• Define and track KPIs tied to adoption, engagement, and cross-sell readiness. Translate those signals into input for the broader marketing team by surfacing what the data tells us about user behavior, content needs, and where we are leaving value on the table.
• Collaborate cross-functionally with Content, Growth Marketing, Growth Product, Marketing Ops, and Customer Success to ensure the email program is working in concert with the broader GTM motion and that your insights about the customer lifecycle are actively shaping how the team operates.

What We're Looking For

• 9+ years of email and lifecycle marketing experience at a B2B SaaS company, with a consistent track record of owning strategy and program outcomes — not just execution.
• You may have managed a team at some point in your career, and you are choosing to stay hands-on. You know your leverage is in your craft, your systems, and your ability to scale through smart use of AI — not headcount — and you have built your career around that.
• You are already using AI tools in meaningful, practical ways to scale output and program sophistication — from content generation to segmentation logic to experimentation velocity. You bring that muscle into this role and keep pushing it forward.
• Deep HubSpot expertise: you can architect segmentation, automation workflows, and dynamic content at a program level, and you are comfortable co-owning the platform with an Ops partner rather than operating within someone else's setup.
• A strong cross-functional influencer, particularly with Content, Events, Webinars, Product Marketing, and Growth Product teams that produce things the lifecycle program should be amplifying and integrating.
• You know how to identify what the lifecycle program needs, build alignment with partners who have their own priorities, and get results without direct authority.
• A genuine user advocate — you think about what is right for the person receiving the email, not just what is useful for the business sending it, and that instinct makes the programs you build more effective.
• Analytically sharp: you can look at funnel and engagement data, identify where email can move the needle, and build a compelling case for what to prioritize next.
• Experience with adoption and engagement-focused programs — you think about email beyond acquisition and conversion and understand how to use it to build product habits and deepen customer relationships over time.
• Experience with PLG or product-led growth motions — trial activation, feature adoption signals, self-serve upgrade behavior — is a meaningful plus.

Why You'll Love Working at Wistia

At Wistia, we are building the leading video platform for small and medium B2B businesses, and we know that starts with our team. We support, challenge, and celebrate one another, and we invest deeply in connection. Why? Because strong relationships drive better outcomes, and because work is more meaningful when we genuinely care about the people we do it with.

We care a lot, so our benefits are actually benefits, not just the fun stuff like swag and snacks in the office (though we have lots of those too!). We know the biggest investment we can make is in our employees, so we provide:

• A competitive compensation package that includes employee stock options
• 401k with 3% company contribution, regardless of whether you contribute (Roth 401k available)
• Fully paid healthcare, dental, and vision insurance premiums (family plans included)
• Pre-tax FSA and Dependent Care Account
• 16 weeks of paid parental leave
• Flexible Time Off. Everyone should get out of their office to recharge and reboot.
• Annual professional development stipend (courses, conferences, and more)
• New hire bonus to enhance your home office setup
• Pet insurance discount

Wistia provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.