Lifecycle Marketing Manager, Expansion

Own the strategy and outcomes for prioritized, revenue-facing lifecycle motions. This is a strategic growth-marketing role that independently identifies and frames opportunities, develops journey strategy and customer experience, and recommends the tactics needed to move customers forward in their journey. The role operates within Lifecycle’s broader architecture, agreed priorities, and launch governance, and partners with Campaign Ops/MOps for production and technical execution.

What You'll Do:

• Own strategy, requirements, performance, and optimization for assigned, prioritized revenue-facing lifecycle motions, which may include PLG, PQL conversion, cross-sell, attach, expansion, or reactivation.
• Identify and frame customer growth opportunities using customer, product, and performance insights. Define the journey strategy, customer experience, direction, messaging, audience, sequencing, channel roles, and success measures for assigned motions, partnering with Creative and PMM as needed.
• Lead alignment across PMM, Product, Sales, and Legal on campaign timing, eligibility, and follow-up; resolve conflicts and make tradeoffs when needed.
• Own strategy, journey requirements, performance, and optimization for prioritized PLG motions; partner with Campaign Ops/MOps on production and launch.
• Translate the approved journey strategy into clear requirements and acceptance criteria; partner with Campaign Ops/MOps on delivery. Campaign Ops/MOps owns platform implementation, production, QA, deliverability, deployment, and operational monitoring.
• Define and track success for your programs, including attach rate, trial rates, pipeline influence, etc; deliver insights and recommendations to leadership and the broader team.
• Partner with analytics and marketing operations on cross-sell orchestration, expansion attribution, and PQL measurement.
• Make day-to-day journey decisions for assigned motions and recommend tradeoffs. Bring material scope, investment, or cross-portfolio conflicts to the Senior Manager through established prioritization and governance.
• Always be testing and learning: audiences, copy, offers, triggers, and measurement methodologies, with a growth mindset and strong ownership of results. 
• Own outcome interpretation and optimization priorities, partnering with Analytics on measurement and attribution, keeping measures tied to assigned motions.
• Use AI and automation to accelerate drafting, reporting, and routine tasks, while remaining accountable for outcomes and measurement.

What We're Looking For:

• 4-6 years of experience in email, CRM, and/or lifecycle marketing, ideally within a buyer stage-based, integrated campaign model.
• At least 2+ years of B2B experience; SaaS/enterprise software a plus.
• Proven experience owning conversion, cross-sell, expansion, or PLG motions and delivering against revenue and pipeline goals.
• Working knowledge of digital marketing technologies including CRMs (Marketo, SFDC, Pendo experience preferred), pixel tracking, attribution, and campaign tracking.
• Working knowledge of cross-functional collaboration (especially with Sales, PMM, and Product), stakeholder alignment, and project management; comfortable making tradeoffs across competing priorities.
• Strong communication skills and the ability to present data-driven insights and strategies to cross-functional stakeholders and leadership.
• Ability to turn ambiguity into a clear plan and operate with a high degree of autonomy.
• A customer-first mindset and a passion for crafting targeted, impactful user experiences.
• High attention to detail, focused on accuracy, organized.
• A constant learner who stays on top of the changing digital marketing landscape, including AI and smart automation.
• Bachelor's degree in marketing, business, or related field.