Own lifecycle strategy and execution from onboarding through renewal, coordinating with Marketing, Product, Sales, and Customer Success to maximize activation, retention, and expansion through data‑driven journeys and constant optimization.

Lifecycle Design: from onboarding to renewal, shaping segments and messaging to drive adoption and expansion.
Cross‑Functional Execution: align programs with adoption, retention, and revenue goals across teams.
Measurement and Voice of Customer: monitor engagement and churn, uncover friction, and incorporate member insights to optimize journeys.

Job Description

Responsibilities

Design and execute multi‑stage lifecycle journeys including onboarding, activation, feature adoption, renewal, and expansion.
Develop segmented engagement strategies based on member type, maturity, and behavioral data.
Partner cross‑functionally with Marketing, Product, Sales, and Customer Success to align lifecycle programs with adoption, retention, and revenue goals.
Create campaign briefs, workflow documentation, and journey logic to support scalable execution.
Analyze engagement, usage, and retention data to identify friction points, risks, and growth opportunities.
Conduct member interviews and incorporate voice‑of‑the‑customer insights into journey and messaging optimization.
Continuously test and optimize messaging, timing, and channel mix (email, in‑platform messaging, webinars, SMS, etc.).
Support initiatives that increase feature utilization, reinforce member value, and drive renewal readiness.
Collaborate on cross‑sell and upsell lifecycle initiatives tied to expansion outcomes.
Measure, monitor, and report lifecycle KPIs including activation, engagement lift, churn reduction, and expansion impact.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field.
5+ years of B2B digital marketing experience with direct ownership of onboarding, engagement, or retention programs.
Experience working in subscription, SaaS, or platform‑based environments.
Strong understanding of customer journey mapping and lifecycle segmentation.
Demonstrated ability to use quantitative and qualitative data to inform strategy and optimize performance.
Working knowledge of marketing automation platforms (HubSpot preferred; certification a plus).
Experience with CRM systems (Microsoft Dynamics 365 preferred).
Familiarity with project management tools (MS Planner, Jira, or similar).
Comfort analyzing engagement and product usage data.
Familiarity with user engagement tools such as Appcues, LogRocket, Heap, or similar.

Preferred

Experience in the promotional products industry or related B2B industries.
Experience partnering closely with Product, Sales, and Customer Success teams.
Familiarity with lifecycle automation, member health scoring, and retention analytics.

Benefits

Medical, Dental, and Vision coverage, available on day one of employment.
Paid maternity and paternity/bonding leave (12 weeks paid for birthing/primary parent and 4 weeks paid for secondary parent) and a parent support group.
12 weeks of paid daycare for new parents (14 weeks at our onsite daycare center, Lots of Love).
Free Health and Wellness programs.
Free 24/7 access to Magellan Employee Assistance Program and Teladoc.
Day one 401(k) with company match.
Paid holidays, floating days, and paid time off (PTO).
Office amenities with onsite café, Starbucks, 24/7 free gym access and classes, onsite daycare, EV charging stations, creative spaces such as our community garden club, music room, art room, and relaxation space.

Advertising Specialty Institute

4.3 Glassdoor

The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry. ASI connects suppliers and distributors through ASI’s robust industry-leading network, which boasts over 25,000 supplier and distributor members. ASI members have access to the world's most powerful promotional product network, ESP, where three out of every four promotional product searches occur. ASI is fully committed and dedicated to providing members with cutting edge interactive tools, member support, trade shows, educational information and resources that improve business efficiency, drive traffic and win sales. What is ASI’s mission?ASI bridges suppliers and distributors by providing catalogs, information directories, newsletters, magazines, websites, databases, interactive e-commerce, and robust marketing and selling tools.What are advertising specialties?Advertising specialties, also known as promotional products, are practical, entertaining or decorative products like mugs and tee shirts often imprinted with an advertiser’s name, logo, slogan or message and given away. These products are often kept by recipients for months, offering great exposure for the advertiser’s message.Featured Products:ESP Web: Source and order every promotional product in the industry from 3,500+ suppliers with ESP Web. ESP Websites: A user-friendly e-commerce enabled website solution. Choose from 100s of designs. Requires no design experience needed. Catalogs: Give clients new ideas and ways of using promo products and stay one step ahead of competitors.Magazines: ASI offers a wide range of award-winning publications to help keep your finger on the pulse of the industry.Show Booths: Display your products in front of thousands of industry distributors at three strategically timed ASI shows.

Founded in 1950

Trevose, Pennsylvania, USA

1.8K employees (460 in marketing)

www.asicentral.com

92% recommend to a friend

95% CEO approval

Traffic Signals

Monthly Visitors

638.2K

Monthly Google Ads Budget

$8.2K

Traffic Source Mix

16.4%

Direct

75.4%

Referral

5.8%

Social

1.6%

Paid

0.6%

Headcount Trend

Current headcount: ~1.8K

Marketing Team

Marketing Team Size

327 (18% of company)

Median Career Experience

12.5 years

Median Tenure

5 years

People

Marketing Leadership

Narissa Johnson

Vice President, Brand and Event Marketing

At the company for 1 year 7 months

Kimberly McDade

Director of Product Marketing

At the company for 8 years 11 months

Brendan Menapace

Content Director - Print & Promo Marketing

At the company for 2 years 3 months

Jim Hollis

Executive Director, Demand Generation

At the company for 2 years 11 months

Recent News

Grow & Protect Your Business with ASI Connect™

Sep 22, 2025 • asicentral.com

ASI Announces 2026 CEO Transition Plan

Sep 17, 2025 • members.asicentral.com

ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech

Aug 7, 2025 • asicentral.com

Responsibilities

Design and execute multi‑stage lifecycle journeys including onboarding, activation, feature adoption, renewal, and expansion.
Develop segmented engagement strategies based on member type, maturity, and behavioral data.
Partner cross‑functionally with Marketing, Product, Sales, and Customer Success to align lifecycle programs with adoption, retention, and revenue goals.
Create campaign briefs, workflow documentation, and journey logic to support scalable execution.
Analyze engagement, usage, and retention data to identify friction points, risks, and growth opportunities.
Conduct member interviews and incorporate voice‑of‑the‑customer insights into journey and messaging optimization.
Continuously test and optimize messaging, timing, and channel mix (email, in‑platform messaging, webinars, SMS, etc.).
Support initiatives that increase feature utilization, reinforce member value, and drive renewal readiness.
Collaborate on cross‑sell and upsell lifecycle initiatives tied to expansion outcomes.
Measure, monitor, and report lifecycle KPIs including activation, engagement lift, churn reduction, and expansion impact.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related field.
5+ years of B2B digital marketing experience with direct ownership of onboarding, engagement, or retention programs.
Experience working in subscription, SaaS, or platform‑based environments.
Strong understanding of customer journey mapping and lifecycle segmentation.
Demonstrated ability to use quantitative and qualitative data to inform strategy and optimize performance.
Working knowledge of marketing automation platforms (HubSpot preferred; certification a plus).
Experience with CRM systems (Microsoft Dynamics 365 preferred).
Familiarity with project management tools (MS Planner, Jira, or similar).
Comfort analyzing engagement and product usage data.
Familiarity with user engagement tools such as Appcues, LogRocket, Heap, or similar.

Preferred

Experience in the promotional products industry or related B2B industries.
Experience partnering closely with Product, Sales, and Customer Success teams.
Familiarity with lifecycle automation, member health scoring, and retention analytics.

Benefits

Medical, Dental, and Vision coverage, available on day one of employment.
Paid maternity and paternity/bonding leave (12 weeks paid for birthing/primary parent and 4 weeks paid for secondary parent) and a parent support group.
12 weeks of paid daycare for new parents (14 weeks at our onsite daycare center, Lots of Love).
Free Health and Wellness programs.
Free 24/7 access to Magellan Employee Assistance Program and Teladoc.
Day one 401(k) with company match.
Paid holidays, floating days, and paid time off (PTO).
Office amenities with onsite café, Starbucks, 24/7 free gym access and classes, onsite daycare, EV charging stations, creative spaces such as our community garden club, music room, art room, and relaxation space.