Senior Lifecycle Marketing Manager

About the role

Fleetio is seeking a customer-focused marketer to guide users through their journey with our fleet management software. This role involves developing data-driven programs to enhance engagement and revenue by moving customers from initial interest to long-term value. You will strategize and execute personalized experiences tailored to different customer segments and their unique needs.

Key facts

What you'll do

• Develop and refine strategies for customer engagement across all stages, from initial lead nurturing and trial conversion to ongoing adoption, expansion, and retention.
• Create segmented email and lifecycle campaigns that support product-led growth, mid-market sales, and enterprise client journeys.
• Design personalized customer experiences based on behavior, lifecycle phase, user profiles, product usage, and purchase intent.
• Identify opportunities to boost funnel conversion rates, improve onboarding completion, increase product adoption, and drive customer expansion.
• Collaborate with Product, Growth, and Customer Success teams to enhance trial activation and conversion.
• Build onboarding and engagement programs that help new users quickly adopt core features and realize value.
• Develop campaigns triggered by user behavior and product usage to guide users toward key activation milestones.
• Optimize onboarding, nurture, and lifecycle emails to improve activation, engagement, and conversion from free to paid tiers.
• Construct lifecycle programs that cater to both self-service and sales-assisted customer paths.
• Work with Demand Generation, ABM, and Sales teams to coordinate nurture and acceleration campaigns for mid-market and enterprise accounts.
• Partner with Customer Marketing and Customer Success to support cross-sell, upsell, retention, and customer engagement efforts.
• Ensure lifecycle initiatives align with broader marketing campaigns and go-to-market priorities.
• Build and manage scalable nurture and email automation programs using Marketo, Gainsight, and Salesforce.
• Collaborate with Revenue Operations to enhance lead scoring, routing, segmentation, attribution, and customer data strategies.
• Explore and implement AI-driven workflows and automation to improve lifecycle efficiency and personalization.
• Establish testing frameworks and experimentation plans to continuously optimize customer journeys, email performance, and campaign effectiveness.
• Define and report on key lifecycle metrics, including activation, conversion, engagement, retention, and customer health.
• Analyze funnel and behavioral data to pinpoint friction points and areas for improvement in the customer journey.
• Monitor and enhance email marketing performance, including deliverability, engagement, conversion, and unsubscribe rates.
• Translate customer insights into actionable recommendations to improve lifecycle performance and business results.
• Develop reports and dashboards that link lifecycle initiatives to pipeline, revenue, and customer growth.

Requirements

• A minimum of 7 years of experience in lifecycle marketing, customer marketing, growth marketing, demand generation, or similar B2B SaaS marketing roles.
• Demonstrated success in building lifecycle programs that cover acquisition, onboarding, activation, conversion, expansion, and retention.
• Significant experience supporting both product-led growth (PLG) and sales-assisted go-to-market strategies.
• A thorough understanding of trial conversion, onboarding strategies, customer engagement, and behavior-based marketing.
• Practical experience with Marketo and Salesforce is mandatory.
• Experience building nurture programs, triggered email workflows, segmentation strategies, and automated customer journeys.
• A strong analytical approach, with experience using customer, funnel, and product usage data to guide optimization.
• Familiarity with concepts like lead scoring, lead routing, segmentation, and lifecycle attribution.
• Excellent collaboration skills, with experience working across Marketing, Product, Revenue Operations, Sales, and Customer Success teams.
• Experience in creating scalable automated nurture and engagement programs.
• Comfort working in fast-paced, high-growth environments with evolving processes and priorities.

Nice to have

• Experience with Gainsight is strongly preferred.

Skills & tools

• Marketo
• Salesforce
• Gainsight (preferred)

Practical notes

• Health and dental insurance with 100% employee coverage and 50% family coverage.
• Vision insurance.
• Incentive stock options.
• 401(k) with a 4% company match.
• 4 weeks of paid time off, increasing after the second year.
• 12 paid company holidays plus 2 floating holidays.
• Parental leave: 16 weeks paid for birthing parents, 4 weeks paid for non-birthing parents.
• Flexible Spending Account (FSA) and Health Savings Account (HSA) options.
• Short-term and long-term disability insurance, with short-term disability being 100% company-paid.
• Community service funds.
• Professional development funds.
• Quarterly wellbeing fund of $150.
• Quarterly business expense stipend of $125.
• Company-provided Mac laptop and new hire equipment stipend.
• Remote work friendly since 2012.
• Fleetio provides equal employment opportunities and prohibits discrimination and harassment.
• Employment is at-will.
• For accommodation requests during the application process, call (205) 718-7500.