Responsibilities

• Own the lifecycle program portfolio across prospect conversion, activation, retention, repeat spend, reactivation, and expansion.
• Map advertiser journeys using cohort analysis, product behavior, campaign performance, and customer feedback to identify high-impact growth opportunities.
• Build segmented, triggered journeys that connect advertiser needs, intent, readiness, and behavior to relevant messages and next steps.
• Lead prospect nurture and email acquisition programs. Coordinate audiences, retargeting, and conversion experiences with Growth Marketing.
• Launch onboarding and education programs that help advertisers create campaigns, understand performance, adopt capabilities, and grow their investment.
• Coordinate delivery across email, in-product and onsite experiences, retargeting, education, and sales engagement with channel and product teams.
• Test audiences, messaging, channels, timing, frequency, and offers. Use holdouts and downstream results to measure incremental customer impact.
• Define data signals, segmentation, instrumentation, automation, and measurement with Data Science, Marketing Operations, prospect intelligence teams, and Ads Engineering.
• Maintain high standards for journey quality, contact frequency, suppression, consent, and deliverability with operations and privacy partners.
• Improve activation, time to first campaign, retention, repeat spend, reactivation, and expansion. Scale effective programs and use AI to accelerate content, personalization, and analysis.

Requirements

• Demonstrate a track record of building and leading lifecycle programs from strategy through execution, with measurable activation, retention, or customer-growth results.
• Translate customer behavior into effective engagement strategies through customer empathy, clear communication, and disciplined prioritization.
• Build behavioral segmentation and triggered programs using product and customer signals across multiple channels.
• Apply cohort analysis, funnel diagnostics, retention measurement, and experimental design to distinguish engagement from incremental customer outcomes.
• Bring hands-on experience with CRM and marketing automation platforms, such as Marketo or comparable tools, including journey logic, personalization, and quality assurance.
• Lead cross-functional programs with Product, Engineering, Data Science, Sales, and Marketing Operations, aligning priorities and driving delivery.
• Set strategy and launch programs in fast-moving environments while establishing repeatable processes and reliable measurement.
• Bring experience with SMBs, self-serve products, advertising, SaaS, marketplaces, fintech, or other high-volume customer journeys. Use AI thoughtfully to improve personalization and execution.

Preferred

• Experience building lifecycle programs for SMB advertisers or self-serve advertising platforms.
• Track record launching onboarding and education programs that accelerate first campaign creation and repeat spend.
• Experience connecting email, in-product messaging, retargeting, and sales engagement into coordinated customer journeys.
• Experience using holdout tests and cohort analysis to measure incremental retention and revenue impact.
• Hands-on experience establishing behavioral triggers, automation, and measurement for new lifecycle programs.
• Experience applying AI to improve personalization, content development, and campaign analysis.