Email Lifecycle Manager

About the role

CoVet is looking for an experienced Email Lifecycle Manager to drive customer engagement, product adoption, and revenue growth through strategic lifecycle marketing.

Working alongside our existing Lifecycle Marketing Manager, this role will focus on onboarding, activation, product adoption, expansion, and re-engagement programs across our growing global customer base. You will collaborate closely with Sales, Customer Success, Product, and Marketing to ensure prospects and customers receive the right message at the right time.

This is a highly cross-functional role that combines strategy, execution, analytics, and automation. You'll build scalable lifecycle programs that improve trial conversion, accelerate product adoption, support enterprise onboarding, and strengthen customer retention.

What You'll Own

Onboarding & Product Adoption

• Design and optimize onboarding journeys for trials, new customers, and enterprise users.
• Build automated nurture programs that accelerate activation and adoption.
• Support new feature launches through targeted lifecycle campaigns.
• Develop educational and engagement campaigns that help users realize value faster.
• Partner with Product Marketing and Customer Success to improve customer onboarding experiences.

Re-engagement & Expansion

• Create automated campaigns designed to re-engage inactive users.
• Develop expansion and upsell programs for existing customers.
• Support customer advocacy initiatives, including referrals, reviews, testimonials, and case study recruitment.
• Identify churn risks and implement proactive retention campaigns.

Sales & Revenue Enablement

• Work closely with Sales to support enterprise opportunities through targeted nurture campaigns.
• Build segmented communication programs for prospects, trial users, decision makers, and enterprise stakeholders.
• Support webinar, event, and partnership follow-up programs.
• Develop account-based marketing (ABM) and sales enablement email sequences where appropriate.

Segmentation, Reporting & Automation

• Manage lifecycle audiences and segmentation strategies based on behavioral, product usage, CRM, and firmographic data.
• Build and maintain automated workflows across HubSpot and supporting platforms.
• Develop reporting dashboards and provide actionable recommendations to improve performance.
• Run ongoing A/B testing across subject lines, messaging, cadence, audience segments, and automation logic.

Success Metrics

• Trial-to-subscription conversion rate
• Product adoption and feature engagement
• Customer activation rates
• Retention and churn reduction
• Enterprise onboarding engagement
• Referral and review generation
• Email engagement metrics (Open Rate, CTR, Conversion Rate)
• Pipeline influenced and revenue attributed to lifecycle programs

What You Bring

• 8–10+ years of experience in email marketing, CRM, lifecycle marketing, or revenue marketing.
• Deep expertise in HubSpot and marketing automation platforms.
• Strong understanding of segmentation, personalization, and customer journey design.
• Experience supporting B2B SaaS, enterprise, or product-led growth organizations.
• Analytical mindset with experience using GA4, Looker Studio, CRM reporting, and marketing attribution.
• Strong project management and cross-functional collaboration skills.
• Ability to balance strategic thinking with hands-on execution.

Nice to Have

• Experience working with global or multilingual audiences.
• Experience supporting enterprise sales teams.
• Knowledge of account-based marketing (ABM).
• Familiarity with Zapier, Google Tag Manager, and CRM integrations.
• Veterinary, healthcare, or technology industry experience.

How You'll Help CoVet Grow

• Improve trial-to-paid conversion rates.
• Accelerate product adoption across clinics and enterprise groups.
• Increase customer retention and reduce churn.
• Support enterprise onboarding and expansion efforts.
• Strengthen collaboration between Marketing, Product, Customer Success, and Sales.
• Generate measurable revenue through lifecycle marketing programs.

Why Join Us?

• Work in a fast-paced startup environment where your work has a direct impact.
• Flexible working arrangements and growth opportunities.
• Remote-first culture with flexible working arrangements.

CoVet is an equal opportunity employer and are committed to building a diverse and inclusive team. Accommodations are available for candidates participating in all aspects of the selection process.