Lifecycle Marketing Manager

at  Bench Accounting

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WHAT YOU’LL GET UP TO:

We’re seeking a Lifecycle Marketing Manager with a passion for crafting the ideal customer experience. In this role, you’ll apply your expertise in designing personalized, data-driven customer journeys, driving engagement, retention, and loyalty from acquisition through retention. Your main objective will be to create value-driven touchpoints and experiences that deliver meaningful outcomes for our customers. You’ll also enhance the in-product experience by developing highly contextual, automated communications that inspire action in the areas that matter most to our users.

KEY RESPONSIBILITIES INCLUDE:

• In-App Communications Strategy & Execution: Design, implement, and continuously optimize a best-practice in-app communication strategy that enhances the customer journey. Focus on increasing activation, driving feature adoption, reducing time to value, and boosting user retention.
• Email Marketing Strategy & Campaigns: Contribute to the development and execution of a comprehensive email marketing strategy, including upsell, cross-sell, and reactivation campaigns. Collaborate with key stakeholders to ensure communications are tailored, automated, and optimized to drive customer engagement, retention, and revenue growth.
• Program Performance & Reporting: Generate weekly, monthly, and quarterly reports that analyze impact, highlight trends, and identify gaps in expected results.
• Upsell & Cross-Sell Campaigns: Plan and execute upsell and cross-sell campaigns across various customer segments, aimed at driving revenue expansion.
• Reactivation Campaigns: Develop and implement reactivation strategies to re-engage inactive and churned customers.
• Cross-Functional Collaboration: Work closely with Product Marketing, Product, Revenue Expansion, Growth, Client Success, and Operations teams to ensure your work contributes to and is aligned with business priorities, new product enhancements, and launch initiatives.
• Customer Surveys, Feedback & Advocacy: Develop and implement customer feedback forms and surveys (NPS, CES, CSAT) to gather actionable insights. Share these insights across the organization to ensure they inform product enhancements, messaging strategies, and customer experience improvements, keeping the customer’s voice at the heart of everything we do.

WHAT YOU NEED TO BE SUCCESSFUL IN THIS ROLE:

• You have 5+ years of experience in customer marketing, lifecycle marketing, and/or product marketing.
• You are experienced with marketing automation platforms like Marketo, HubSpot, or Pardot, and in-app communication tools such as Appcues, Pendo, or Gainsight PX.
• You have a proven track record creating and optimizing in-app communications to enhance customer journeys, drive engagement, and increase feature adoption.
• You know email marketing best practices, including automation, segmentation, and personalization, to optimize campaign performance.
• You use performance data and customer insights to refine strategies, deliver value, and improve the customer lifecycle journey.
• You can craft clear, engaging, and persuasive messaging that resonates with your audiences across various channels.
• You take a resourceful and fearless approach to your work. You default to action and are unafraid to take risks in the spirit of driving results and change
• You thrive in fast-paced environments where priorities shift and enjoy working with evolving stakeholder needs.
• You are a team player, ready to pitch in and contribute wherever you’re needed most.