Principal, Lifecycle Marketing

This is a fully remote position, open to applicants in Canada.

📋 Description

• Take full ownership of the complete journey for prospects and customers.

• Create continuous programs aimed at acquiring new logos, onboarding, promoting adoption, fostering cross-product engagement, facilitating expansion, and ensuring renewal.

• Outline customer and prospect journeys from onboarding to renewal, or from the initial touchpoint to Sales Accepted Opportunity (SAO) and win-back.

• Identify key customer moments, cohorts, triggers, and requirements needed for the Go-To-Market (GTM) engineer.

• Evaluate accounts based on fit and intent to assist with the target-account strategy and achieve sales objectives.

• Formulate messaging strategies tailored by cohort, channel, and timing across email, in-product notifications, website content, webinars, community interactions, and account-manager discussions.

• Modify messaging according to market, tier, and whether the customer is new or returning across North America, Australia and New Zealand, and Europe.

• Spearhead onboarding and adoption initiatives while establishing activation objectives in collaboration with Product and Support teams.

• Implement programs focused on expansion conversion.

• Develop cross-sell initiatives for Planner, Creators, User-Generated Content (UGC), and Digital Asset Management (DAM), including pricing strategies and peer examples.

• Track activation rates, expansion pipeline, retention, and nurture conversions, providing recommendations for improvements.

• Collaborate with the GTM engineer to utilize AI for automating manual lifecycle program processes.

• Independently create, enhance, test, and refine programs using Claude, CRM, and data warehouse tools.

⛳️ Requirements

• A minimum of 8 years of experience in B2B SaaS marketing, including at least 3 years in lifecycle, customer, or growth marketing.

• Proven success in developing continuous lifecycle programs that enhance activation, expansion, or retention.

• Proficient in creating segmentation, cohort, and account scoring models, and transforming them into actionable triggers and journeys.

• Exceptional creative judgment regarding formats, channels, and communications.

• Familiarity with HubSpot or a comparable platform and Intercom.

• Understanding of how product usage data informs triggers and segmentation strategies.

• Capability to translate data into actionable decisions, write requirements, and effectively brief an engineer on development needs.

• Practical experience using AI to streamline workflows.

• Background in travel, tourism, or destination marketing is advantageous.

🏝️ Benefits

• Attractive salary and comprehensive benefits package.

• Parental leave.

• Opportunities for extended learning and development through the DevDollars program.

• Equity incentives.

• Feel-Good Fridays: half-day off every other Friday during the summer.

• No-meeting Fridays throughout the year.

• Flexible working hours.

• Regular team social activities and events.

• Up to 8 weeks of vacation.

• Up to $3000 towards your next travel adventure.

• Opportunity to travel and work from a country of your choice for up to 90 days.

• Accommodations provided for the interview process upon request.