Responsibilities

• Drive the company’s lifecycle marketing strategy across email, SMS, and in-product communication channels.
• Design and execute customer journey orchestration strategies that move audiences through key lifecycle stages, including awareness, acquisition, onboarding, activation, adoption, upgrade, renewal, and retention.
• Build, test, and optimize scalable automated marketing programs, nurture campaigns, triggered messaging, and behavior-based communications.
• Develop education-forward segmentation and personalization strategies tailored to diverse audiences, including families, school administrators, district leaders, SGOs, and education providers and vendors.
• Create and manage lifecycle campaigns supporting: Cold outreach and awareness generation; Account creation and onboarding; Product education and feature adoption; Upgrade and expansion opportunities; Renewal and retention initiatives; Re-engagement and win-back campaigns.
• Partner cross-functionally with Product, Sales, and Customer Success teams to align messaging strategies with business goals and customer needs.
• Be an expert in national education policy updates, partnering with content teams to craft high-performing, multimedia educational messaging.
• Manage multiple marketing automation platforms, event tracking, and customer data workflows to ensure accurate targeting, trigger logic, and campaign execution.
• Establish experimentation frameworks, including A/B testing, multivariate testing, and iterative optimization strategies.
• Analyze campaign performance metrics and customer behavior data to identify insights and improve lifecycle conversion rates.
• Develop and maintain cross-audience customer communication calendars, lifecycle maps, and messaging governance standards.
• Ensure compliance with email, SMS, and data privacy regulations and best practices.