Lifecycle Marketing Manager

• You treat a revenue number as yours, and you design every journey toward adoption, retention or expansion.
• You have high agency. When a journey underperforms, you find out why and fix it.
• You are commercially minded. You turn customer signals into revenue.
• You are analytical and cohort-fluent. You read behaviour and act on where customers stall or grow.
• You think in systems. You would rather build a repeatable, automated flow than run another one-off campaign.
• You work cleanly across Growth, CS, PMM and GTM Ops without needing to own their surfaces, and you turn ambiguous boundaries into working agreements.
• You build with AI. Agents and agentic workflows are how you get work done.

What you will own

• Onboarding and adoption. The marketing-led 30/60/90 program that gets new paying customers to first value, plus ongoing adoption of key capabilities and education, including driving traffic to TD Academy and running education webinars end to end. You own the day-0 handoff: the trigger and the data that enrol a new customer in the right journey.
• Segmentation and journey orchestration. Segmenting paying customers on profile, product usage, engagement, lifecycle stage, adoption state, expansion propensity and churn risk, then designing, building and QA-ing the journeys and triggers on top, so the right cohort gets the right play at the right moment.
• Expansion and cross-sell. Plays that grow existing accounts through seats, add-ons and cross-sell. You co-define expansion signals with Growth and CS, turn them into segments and plays, and route qualified opportunities to Sales and CS, with GTM Ops implementing detection and actions.
• Retention and win-back. Proactive plays against at-risk cohorts, air cover for CS retention efforts, re-engagement of dormant accounts, and win-back of churned accounts where it is commercially worthwhile.
• Renewal-moment marketing. Value-recap and air-cover campaigns timed to the renewal window, reinforcing realised value ahead of the CS conversation.
• Customer communications. Audience, segmentation, timing and orchestration for the customer newsletter, customer webinars, feature and release comms, and lifecycle-triggered in-app announcements. PMM owns the message. You own distribution.
• Advocacy and review sites. Identifying advocates and triggering review, referral, testimonial and reference asks at the right lifecycle moment, including activating the promoters CS surfaces through NPS. You fully own review-site management and take the case studies Content and PMM produce to market.
• Lifecycle analytics and experimentation. Performance across every journey, from onboarding completion and time-to-value through to expansion, retention, renewal support and win-back. You find where customers stall, drop off, expand or disengage, and you keep improving the programs.
• AI in the workflow. Agentic workflows for segmentation, usage and account signal interpretation, journey and trigger build and testing, customer comms drafting and variants, propensity and churn scoring drafts, cohort analysis and drop-off detection. You decide what runs autonomously, what needs human judgement, and how each workflow gets operationalised with GTM Ops.

Your experience

• 5 to 7 years in lifecycle, CRM, customer or retention marketing at a B2B SaaS company.
• A track record of designing and running behaviour-triggered customer journeys, with adoption, retention or expansion outcomes you owned. You know your numbers and can walk us through them.
• Comfortable working from product-usage and account data to define segments, propensity and churn logic. You can specify the scoring and routing, even though GTM Ops builds it.
• Fluent in a marketing automation or lifecycle stack such as HubSpot, and in cohort analysis.
• Experience running expansion, cross-sell or renewal-support programs, and coordinating opportunity handoff with CS and Sales.
• A clear understanding of where lifecycle ends and Growth and CS begin, and the ability to work cleanly across those lines.
• Hands-on experience building agents or agentic workflows that do real work. You can show us what you built and what it does.
• Remote, with a minimum four-hour daily overlap with US Eastern (ET) business hours.

Product-led SaaS experience.

• More than four hours of daily overlap with US Eastern business hours.
• Background in workforce analytics, time tracking, HR tech or productivity software.
• Experience marketing to BPO, outsourcing, healthcare or tech services customers.

The team you are joining

You will report to our Director, Revenue Marketing. You will work closely with Growth and CS on expansion and churn signals, with PMM and Content on messaging and proof assets, with GTM Ops on scoring, routing and journey implementation, and with Sales and CS on the opportunities you hand forward.

How we will measure success

• Qualified expansion and cross-sell opportunities you generate and surface. This is the headline measure and the one you control most directly.
• Expansion revenue, net revenue retention contribution and at-risk recovery, which CS, Sales and Product also influence.
• Onboarding completion, time-to-value and product adoption depth among paying customers, as the leading indicators.
• Advocacy volume across reviews, referrals and references, renewal-support coverage, and revenue recovered through win-back.

Your first 90 days

• Days 1 to 30. Map the post-conversion journey and where customers stall. Audit the current 30/60/90 onboarding and customer comms. Document the conversion handoff: the trigger and the data that must travel with a new customer. Agree the first expansion and churn signals with Growth and CS, and baseline adoption, retention and expansion.
• Days 31 to 60. Launch or repair the 30/60/90 onboarding. Stand up the first expansion play and one renewal-moment campaign. Set up cohort reporting, introduce AI-assisted segmentation and comms, and get review-site management and one advocacy trigger (NPS promoters from CS) live.
• Days 61 to 90. Scale the expansion and retention plays that are working. Run a win-back pilot. Establish expansion-opportunity routing to Sales and CS with GTM Ops, then present the adoption, retention and expansion baseline alongside a lifecycle roadmap.

Why this role

• You own a real revenue number, from the moment a customer converts.
• You get a clear lane. Growth, CS, PMM and GTM Ops are your partners, and your focus is orchestration and outcomes.
• You work AI-first from day one, at a company where accelerating an AI-first operating model is an explicit expectation.
• We are profitable and bootstrapped. Your budget comes from customers, not from a burn rate.
• Fully remote and flexible, working with talented people in 30+ countries.