Lifecycle Marketing Manager

Bentley Systems • Arvada, CO

30d • Hybrid

About The Position

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle marketing programs. The role is accountable for how customers are engaged from the point of purchase through onboarding, activation, adoption, retention, and expansion, and for translating that lifecycle into a coordinated program of cross-channel communications with measurable business impact. Working across Product Marketing, Product, Customer Success, Sales, Marketing Operations, and Analytics, you will define lifecycle journeys and audience segmentation, and build and maintain the programs that deliver them. The position calls for equal fluency in program strategy, marketing automation, and performance analysis.

Requirements

• Five or more years of experience in lifecycle marketing, customer marketing, CRM marketing, or marketing automation, including ownership of programs from strategy through execution.
• Demonstrated experience designing and operating multi-stage customer journeys tied to retention or expansion goals.
• Hands-on proficiency with Marketo, including program build, smart campaign logic, and administration.
• Strong command of segmentation, personalization, and behavioral targeting.
• Analytical fluency, including performance reporting, cohort analysis, and test design.
• Excellent project management and cross-functional communication skills.
• Bachelor’s degree in Marketing, Business, Communications, or equivalent experience.

Nice To Haves

• Experience with Salesforce CRM and connected marketing data models.
• Experience in B2B SaaS, subscription, or enterprise software environments.
• Experience with in-product or in-app messaging tools.
• Experience with ON24 or another enterprise webinar platform.
• Familiarity with customer health scoring, churn modeling, or lifecycle analytics.
• Experience operating global programs across multiple regions and languages.

Responsibilities

• Own the customer lifecycle marketing roadmap spanning onboarding, activation, adoption, engagement, retention, renewal, cross-sell, and win-back.
• Map customer journeys by persona, lifecycle stage, and product usage, identifying the moments where marketing intervention changes outcomes.
• Define the contact strategy and communication governance that determine cadence, channel priority, and message hierarchy across the customer base.
• Develop segmentation and personalization frameworks grounded in behavioral, firmographic, and product usage data.
• Translate business objectives for adoption, retention, and expansion into program-level goals, forecasts, and reporting commitments.
• Build and maintain automated customer journeys, nurture streams, and triggered campaigns in Marketo.
• Coordinate lifecycle messaging across email, in-product and in-app communications, web, and paid retargeting where appropriate.
• Partner with Product Marketing and Customer Success to define messaging, offers, and content requirements for each lifecycle stage.
• Perform end-to-end quality assurance on emails, landing pages, forms, data flows, and automation logic prior to launch.
• Maintain database health, subscription preferences, suppression logic, deliverability, and compliance with regional privacy requirements.
• Define and report the metrics that govern lifecycle performance, including engagement, activation, product adoption, retention, churn risk, expansion, and customer lifetime value.
• Build and operate a testing roadmap covering audience, offer, creative, timing, and channel.
• Analyze cohort and program performance and convert findings into a prioritized set of program changes.
• Support lifecycle scoring and customer health models in partnership with Marketing Operations and Analytics.
• Establish scalable, documented processes and standards for lifecycle marketing across regions.

Benefits

• An attractive salary and benefits package.
• A commitment to inclusion, belonging and colleague wellbeing through global initiatives and resource groups.
• A company committed to making a real difference by advancing the world’s infrastructure for better quality of life, where your contributions help build a more sustainable, connected, and resilient world.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level