Lifecycle Marketer

Baselayer • New York, NY

4d • $120,000 - $150,000 • Hybrid

About The Position

Baselayer is seeking its first dedicated Lifecycle Marketer to manage the customer journey from initial sign-up through all subsequent nurture, upsell, and win-back activities. This role involves architecting communication sequences to convert new sign-ups into active customers, identifying high-intent users for Sales, and re-engaging lapsed users. The position requires a hands-on approach to writing briefs, building automation flows, setting up triggers, and analyzing results. A key responsibility will be the end-to-end ownership of the Business Profile nurture program, including designing welcome and activation sequences, engagement nurtures, upgrade paths, and the associated analytics.

Requirements

• 4+ years of experience in lifecycle, CRM, email, or growth marketing, with a proven track record of owning programs rather than just executing campaigns.
• Demonstrated experience in architecting nurture sequences from hypothesis generation to readout, including segmentation, flow design, copy creation, and instrumentation.
• Hands-on proficiency in at least one major ESP/lifecycle automation platform (e.g., Iterable, Braze, Customer.io, HubSpot, Marketo, Klaviyo).
• Experience translating intent signals (product behavior, third-party intent data, website activity) into triggered campaigns.
• Strong analytical skills with the ability to connect engagement metrics to conversion outcomes using data.
• Proficiency in SQL or comfort with data warehouses is a significant advantage.
• Experience with experimentation, including designing, running, and analyzing tests to inform program improvements.
• Excellent written communication skills, capable of crafting engaging copy and clear briefs for execution.
• A bias towards shipping and launching Minimum Viable Products (MVPs) rather than striving for perfection in documentation.

Nice To Haves

• Experience launching lifecycle programs for new product features or surfaces from inception.
• Experience designing and managing loyalty, gifting, or referral programs.
• Familiarity with intent data providers (e.g., 6sense, Bombora, Demandbase, Common Room, Koala) or in-house intent scoring systems.
• Experience with Customer Data Platforms (CDPs) like Segment, RudderStack, or Hightouch, and reverse-ETL workflows.
• Experience building engagement-to-conversion dashboards using BI tools (e.g., Looker, Mode, Hex, Metabase).
• Background in fintech, compliance, or B2B SaaS with a similar buyer profile.

Responsibilities

• Own the early customer lifecycle, including welcome series, sign-up confirmation, onboarding nudges, and activation flows to drive customers to first value quickly.
• Collaborate with growth and product teams to bridge the gap between sign-up and the realization of customer value.
• Define the activation milestone and implement its tracking across the customer journey.
• Design and construct nurture sequences to guide users through different stages of the funnel: top-of-funnel education, mid-funnel consideration, and post-activation deepening.
• Treat nurture sequences as products, ensuring they are versioned, instrumented, and continuously improved.
• Develop a reusable template and modular content system to expedite campaign deployment without compromising quality.
• Build upsell journeys to introduce add-on products and expansion features based on user behavior and account signals.
• Design re-engagement sequences for inactive or at-risk users with defined targets and exit criteria.
• Create retention and gifting programs for active customers, including loyalty moments, milestone touchpoints, and personalized gifting flows.
• Translate behavioral and product signals (e.g., page visits, feature usage, search behavior, third-party intent data) into triggered communication flows.
• Identify high-intent users based on signals and route them to Sales at the appropriate time with relevant offers.
• Establish operational handoffs between lifecycle automation and sales-assisted processes.
• Define and instrument the funnel from email/SMS engagement to in-product conversion.
• Maintain a weekly scorecard linking email/SMS metrics to revenue outcomes, cohort conversion, time-to-action, and incremental lift.
• Conduct cohort and funnel analyses to identify points of friction in the customer journey and integrate findings into the planning cycle.
• Serve as the lifecycle owner for the Business Profile launch, designing the messaging journey from sign-up to ongoing engagement.
• Build and manage the Business Profile nurture program within the ESP/automation platform, including an experimentation roadmap for continuous improvement.
• Manage the campaign calendar, briefs, quality assurance, deliverability, segmentation, consent, and post-send analysis.
• Collaborate closely with Product, Growth, Sales, Data, and Customer Success teams to ensure effective lifecycle marketing execution.

Benefits

• Base salary range of $120,000 - $150,000
• Equity package
• Unlimited vacation
• Fully paid health insurance, dental, and vision
• Ownership from day one: responsibility for lifecycle as a function and leading the launch of a flagship product surface.
• Direct access to leadership and cross-functional partners (Product, Data, and CS).

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed