Responsibilities

• Lifecycle Strategy & Programs
• - Develop and manage customer lifecycle strategies across onboarding, engagement, first-to-second purchase, retention, reactivation, and win-back.
• - Maintain a lifecycle roadmap that prioritizes customer needs and opportunities to increase revenue, repeat purchase, digital adoption, retention, and customer lifetime value.
• - Identify gaps and opportunities across lifecycle stages and recommend programs to improve customer progression and engagement.
• - Lead the development and optimization of coordinated lifecycle programs across relevant marketing and customer touchpoints.
• Segmentation & Customer Journeys
• - Define actionable customer audiences using lifecycle stage, account and customer attributes, engagement signals, digital behavior, purchase history, product interest, and value indicators.
• - Partner with Analytics, Data, and MarTech teams to validate audience definitions, data availability, and activation requirements.
• - Design differentiated journeys for prospects, first-time purchasers, active customers, at-risk customers, and lapsed customers.
• - Apply behavioral triggers, progressive profiling, personalization, and testing to improve journey relevance and performance.

Requirements

• Bachelor's Degree in Marketing, Business, or a related field
• 3-4 years of experience in B2B eCommerce, distribution, manufacturing, technology, or another complex customer and product environment.
• Experience with customer data platforms, customer segmentation, personalization, or journey orchestration.
• Working knowledge of customer analytics and experience partnering with analysts or data scientists.
• Experience using testing and measurement to improve customer journeys or retention programs.
• Experience incorporating voice-of-customer or customer research into lifecycle strategies.
• Excellent communication and collaboration skills, with experience influencing cross-functional teams.
• Strong project management skills and ability to manage multiple priorities in a fast-paced environment.