Director, Customer Lifecycle Marketing

FareHarbor•Denver, CO

6h•$137,365 - $206,048•Hybrid

About The Position

The Director of Customer Lifecycle Marketing is the front-line owner of marketing’s contribution to Net Revenue Retention (NRR) at FareHarbor. This role is responsible for building and leading the systems, programs, and team that drive client engagement, product adoption, retention, expansion, and advocacy across the client lifecycle. As a key leader within the Marketing organization, you will transform client lifecycle marketing into a strategic growth engine that strengthens relationships, increases platform adoption, creates expansion opportunities, and reinforces FareHarbor’s position as the long-term platform of choice for operators around the world. You will define how FareHarbor engages clients at every stage of their journey—from onboarding and activation through adoption, renewal, expansion, and advocacy. Working closely with Account Management, Creative, Sales, Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, and Revenue Operations, you will create scalable programs that complement human-led account management while delivering measurable impact on client growth outcomes. This role requires a systems thinker who can connect client insights, segmentation, automation, content, and cross-functional collaboration into a unified lifecycle strategy. You will guide FareHarbor beyond a system that relies heavily on one-size-fits-all communications toward highly targeted, personalized experiences that help clients realize more value from the platform, grow their businesses, and deepen their partnership with FareHarbor.

Requirements

8-10+ years of experience in demand generation, lifecycle marketing, client/customer marketing, or retention marketing in B2B environments, preferably in the technology sector
Have built and run lifecycle marketing systems that connect segmentation, campaign sequencing, and measurement into a repeatable engine
Strong grasp of lifecycle math: retention rates, expansion conversion, revenue per member, and how to use those numbers to prioritize programs
Experience building multi-touch campaign sequences across the member journey, not just individual sends
Strong understanding of segmentation strategy and how to tailor communications to different personas, roles, regions and lifecycle stages
Experience designing campaigns and communications that drive measurable retention and expansion
Experience leading teams that plan and produce events of different formats and sizes, including user conferences
Ability to translate product launches and platform updates into strategic, value-led member communications
Experience working cross-functionally with product marketing, and operations teams
Proven ability to use engagement metrics, lifecycle performance, and data to drive continuous improvement
Strong point of view on what works (and what doesn't) in B2B member and client/customer marketing
Active use of AI tools to improve performance, insight, automation and efficiency
Comfort with ambiguity and building from scratch
Some travel is required, including international travel
Demonstrated leadership experience aligned to our Leadership Anchors (Adapt & Innovate, Build Your Team, Communicate & Collaborate, Drive Execution)

Nice To Haves

Experience with B2B SaaS or enterprise software
Experience with HubSpot
Background in the travel industry
Familiarity with account-based marketing (ABM) approaches
Experience across both acquisition and lifecycle marketing

Responsibilities

Lead Marketing’s Contribution to Client Growth: Lead lifecycle marketing’s contribution to Net Revenue Retention (NRR), product adoption, client engagement, expansion pipeline, and expansion revenue
Develop and execute a client lifecycle strategy that supports activation, adoption, retention, expansion, and advocacy
Build scalable programs that influence client behavior and drive measurable business outcomes across the client journey
Partner with Account Management, Sales and Onboarding teams to support expansion opportunities, adoption initiatives, and risk mitigation efforts
Create programs that reinforce FareHarbor’s value proposition and strengthen long-term client loyalty
Define & Optimize the Client Journey: Define and continuously optimize the client journey across onboarding, adoption, renewal, expansion, and advocacy
Identify key lifecycle moments that drive retention, product engagement, expansion readiness, and client satisfaction
Use client insights, behavioral data, and engagement patterns to uncover opportunities to improve the client experience, differentiated by their segment
Continuously evaluate where client experiences break down and partner cross-functionally to improve them
Build the Lifecycle Marketing Engine: Design and scale a cohesive lifecycle marketing system across campaigns, client communications, product launches, events (including our annual Spark user conference) adoption programs, community engagement and expansion initiatives
Establish segmentation, personalization, automation, AI enhancements and journey orchestration capabilities that improve relevance and efficiency at scale
Lead the evolution of lifecycle marketing from reactive communications to strategic, behavior-based client engagement
Create testing and experimentation frameworks that continuously improve lifecycle performance
Ensure lifecycle marketing investments are aligned to measurable client and business outcomes
Partner Across the Business: Partner closely with Account Management, Sales and Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, Creative Services, Product, and Revenue Operations
Align on client engagement definitions, expansion signals, adoption indicators, and retention risk factors
Surface client insights that inform product strategy, positioning, go-to-market planning, and client experience improvements
Ensure visibility into client lifecycle performance across segments, regions, products, and stages
Use data to challenge assumptions and help the organization make better decisions about where to invest
Drive Client-Led Growth: Build programs that turn engaged clients into advocates, referral sources, references, reviewers, and community champions
Identify opportunities to leverage client success stories, testimonials, and proof points to support both client expansion and new client acquisition
Partner with Growth and Product Marketing to create stronger connections between client marketing and demand generation efforts
Help FareHarbor evolve toward a more unified revenue operating model where client growth and new business growth reinforce one another
Lead & Develop a High-Performing Team: Lead, develop, and inspire a team of 4-5 lifecycle marketers
Establish clear priorities, operating rhythms, and accountability frameworks that improve execution and impact
Build organizational capabilities in lifecycle strategy, client segmentation, marketing automation, journey design, and client growth marketing
Drive strategic thinking, planning, measurement, and performance across the function
Foster a culture of experimentation, client obsession, collaboration, and continuous improvement
Identify areas of opportunity for process improvement based on integration of AI; lead team in adoption of AI tools and practices