Lifecycle Marketing Manager

PlanHub

2d•$105,000 - $120,000•Remote

About The Position

The Lifecycle Marketing Manager will define and operate lifecycle programs for general contractors, subcontractors, and suppliers. The role partners with Marketing Operations, Product, Product Marketing, Design, Engineering, Sales, and Customer Success to improve activation, repeat usage, retention, upgrades, and reactivation through relevant customer communications and measurable experiments. The manager will build and optimize HubSpot workflows and messaging across onboarding, activation, Basic-to-Premier upgrades, retention, and win-back. They will segment and personalize communications using trade, geography, behavior, and plan; plan channels including email and in-app messaging; and measure program impact through experiments, cohort and funnel analyses, and lifecycle reporting. The role will also lead lifecycle requirements for a planned email platform and user-profile migration, including event definitions, consent and suppression needs, vendor evaluation, and launch validation. It will monitor engagement, deliverability, and suppression practices to support healthy sending. In the first 90 days, the manager is expected to audit existing programs, workflows, and data; recommend a prioritized roadmap; launch or improve activation programs for general contractors and subcontractors; establish lifecycle reporting and activation definitions; and deliver migration requirements and acceptance criteria. Success is measured by improvements in activation, repeat usage, 90-day retention, upgrades, and reactivation attributable to lifecycle programs, while maintaining healthy email metrics. This is a remote position open to candidates located in the United States. Candidates must be authorized to work in the United States; visa sponsorship and employment outside the United States are not available. PlanHub is an equal opportunity employer and complies with applicable nondiscrimination laws.

Requirements

Five or more years of experience in lifecycle marketing, CRM, or marketing automation.
Deep, hands-on HubSpot experience, including workflows, lists, properties, segmentation, and the underlying data model.
Strong analytical skills, including cohort and funnel analysis, experiment design, and experience using SQL or a business intelligence tool.
Experience running high-volume email programs, including campaigns and automated sends, with examples of tests and improved results.
Experience building behavioral and event-triggered programs.
A record of setting lifecycle strategy and personally building, launching, and optimizing programs.
Strong copywriting skills and ability to turn product value into clear, relevant customer communications.
Working knowledge of email deliverability, consent management, suppression practices, and compliance requirements.
Clear communication and ability to work effectively with Marketing Operations, Product Marketing, Product, Engineering, Sales, and Customer Success.
Candidates must be authorized to work in the United States.

Nice To Haves

Experience in a marketplace, product-led, or SaaS business with a high-volume user base.
Experience with a customer data platform (CDP).
Experience with Braze, Iterable, Klaviyo, or a similar orchestration platform.
Experience supporting an email platform migration or implementing new behavioral data and messaging capabilities.
Background in B2B marketplaces, construction, or SMB customers.
Knowledge of email deliverability and compliance requirements.

Responsibilities

Define user lifecycle journeys, activation milestones, and progression criteria with Marketing Operations and Product, with distinct programs for general contractors, subcontractors, and suppliers.
Design, build, and optimize HubSpot workflows for onboarding, activation, Basic-to-Premier upgrades, retention, and win-back.
Own lifecycle messaging, copy, cadence, and campaign execution in partnership with Product Marketing and Design.
Segment and personalize communications by trade, geography, behavior, and plan, and partner with Product on relevant project-recommendation signals.
Plan and manage communications across email, in-app messaging, and other channels where they improve results.
Run experiments with clear hypotheses, success measures, and appropriate comparison groups to assess activation, repeat usage, retention, and upgrades.
Build and maintain lifecycle reporting with Marketing Operations, including cohort and funnel analysis, and communicate findings to Marketing, Product, and leadership.
Lead lifecycle program requirements for the planned email platform and user-profile migration, including event definitions, consent and suppression needs, vendor evaluation, and launch validation.
Monitor email engagement, deliverability, and suppression practices, working with Marketing Operations, Product, and Engineering to maintain healthy sending practices.
Audit existing lifecycle programs, workflows, and data availability; recommend a prioritized lifecycle roadmap.
Launch or improve activation programs for general contractor and subcontractor users.
Establish a lifecycle dashboard with agreed activation definitions and baseline cohort reporting, including 30-, 60-, and 90-day retention where historical data is available.
Deliver a lifecycle migration requirements document covering program priorities, required events and attributes, consent and suppression needs, and launch acceptance criteria.