Head of Lifecycle Marketing

About the role

You will own the end-to-end lifecycle marketing strategy for PandaDoc, defining and refining campaigns that guide prospects from initial education through adoption, expansion, and long-term retention. You will lead a team of Campaign Managers, each responsible for a distinct stage of the customer journey, ensuring every interaction is relevant and impactful for both self-serve and sales-assisted customers. This role requires you to think in systems, building scalable processes that turn lifecycle marketing into a measurable growth lever rather than a series of communications. You will leverage AI as a core force multiplier, enabling your team to test more quickly, personalize at scale, and operate with efficiency that was previously impossible. You will act as a strategic partner to leaders across Growth Marketing, Product Marketing, Sales, Customer Success, and Product, aligning on shared OKRs and advocating for the resources and clarity your team needs to succeed.

Key facts

What you'll do

Orchestrate the end-to-end lifecycle campaigns strategy, defining the roadmap for prospect conversion, onboarding, product adoption, and customer expansion and retention.

Lead, develop, and empower a high-performing team of Campaign Managers, setting a high bar for strategic thinking, execution quality, and continuous experimentation.

Own the integrated campaign function, ensuring major go-to-market initiatives land consistently across every lifecycle stage with seamless handoffs between teams.

Directly manage the Campaign Manager responsible for integrated campaigns, coordinating efforts so that each lifecycle stage is enabled to activate its audience effectively.

Champion the use of AI and automation to scale experimentation velocity, freeing team capacity for high-value strategic work and rapid iteration.

Partner with Marketing Ops to design and implement agentic campaign systems, leveraging tools and data to streamline workflows and improve performance.

Shape the strategy and execution of lifecycle campaigns across owned channels, including email and in-app messaging, to create a cohesive customer experience.

Collaborate closely with Product Marketing, Sales, Customer Success, and Product teams to align messaging, offers, and journeys with business objectives and customer needs.

Define and own the metrics that prove the impact of lifecycle programs, using data to drive decisions and continuously optimize performance.

Act as the internal advocate for the lifecycle team, securing the tools, data access, and cross-functional alignment required to execute at scale.

Develop playbooks and documentation that codify best practices, enabling the team to maintain consistency and speed as programs scale.

Oversee the creation and iteration of onboarding and adoption journeys, ensuring new customers achieve value quickly and stay engaged over time.

Design and manage expansion and retention campaigns that nurture long-term relationships, reduce churn, and unlock additional value within existing customer accounts.

Establish a culture of learning and experimentation, encouraging the team to test new ideas, document results, and apply insights to future campaigns.

Serve as a thought leader for lifecycle marketing within PandaDoc, influencing company-wide standards and approaches to customer engagement.

Requirements

You must have a proven track record of owning lifecycle marketing strategy in a B2B SaaS environment, with experience spanning both self-serve and sales-assisted motions.

You have deep experience managing a team of campaign managers or marketers, with a strong track record of hiring, developing, and scaling high-performing marketing talent.

You are fluent in end-to-end campaign management, from initial concept through execution, measurement, and optimization, with comfort in ambiguous, fast-paced environments.

You possess a strong strategic mindset and the ability to translate business objectives into cohesive, multi-stage customer journeys that drive measurable outcomes.

You have a history of partnering cross-functionally with Sales, Customer Success, Product, and Revenue Operations to align on goals and share accountability for results.

You are comfortable making decisions with incomplete information and prioritizing initiatives in a dynamic, high-growth environment where frameworks must adapt quickly.

You have a strong command of marketing automation platforms and email tools, with experience integrating them into broader campaign systems.

You are data-driven and rigorous in your measurement, using insights to iterate on campaigns and justify investments in marketing programs.

Nice to have

Experience working with AI tools to augment marketing workflows, such as content generation, segmentation, or personalization strategies.

Background in document automation, e-signature, or revenue operations environments where complex sales and lifecycle journeys intersect.

Practical notes

This role is remote within the United States; candidates must be eligible to work in the country without sponsorship at this time.

No specific hours are mandated, but the position expects self-direction and collaboration across time zones.

There is no required travel for this role.

Candidates should be prepared to discuss how they have driven measurable impact through lifecycle marketing in past roles.