Product Growth & Lifecycle Marketing Lead

Vantaca + HOAi • Wilmington, NC

3d • Remote

About The Position

Vantaca is seeking a Product Growth & Lifecycle Marketing Lead to own the strategy that transforms residents and community managers into deeply engaged, expanding users. This role sits at the intersection of consumer growth instincts, lifecycle marketing rigor, and product experimentation. The lead will drive user value by engaging with the community through Vantaca, using behavioral data to understand user interactions and designing experiences, experiments, and lifecycle programs to make these interactions more meaningful, frequent, and valuable. The primary focus is on product adoption and expansion, resident activation and sentiment, community engagement rates, depth of interactions, AI agent usage, and the speed of new feature adoption into habit.

Requirements

• 6+ years in product growth, lifecycle marketing, or growth marketing with significant experience at a consumer, lifestyle, or high-engagement B2C or B2C-influenced product.
• Demonstrated track record of moving product adoption and user retention metrics, with the ability to show before and after data.
• Power user of Braze or equivalent lifecycle platform (Iterable, Customer.io); Pendo or equivalent in-product analytics and guidance tool (Appcues, Amplitude, Heap); product analytics tools (Amplitude, Mixpanel).
• Experimentation fluency: experience designing, shipping, and analyzing A/B and multivariate tests, treating everything as a hypothesis until data proves otherwise.
• North star fluency: ability to define a north star metric that aligns all experiments and rally a team around it.
• Sufficient data literacy to pull and interpret behavioral data without full dependency on a data team.
• UX collaboration instincts: ability to brief and work with product designers on in-product experience design.
• Experience building and leading a team: hiring for this function, developing team members, and creating a culture of experimentation and accountability.
• Genuine excitement about community, lifestyle, and the idea that software can improve the experience of where people live.
• Experience in a lifestyle, community, or transactional app where user behavior is the business model and engagement is the growth lever.
• Understanding that residents are people who want to feel good about where they live, and knowing how to build for that.
• Thinking in cohorts, retention curves, activation funnels, and experimentation frameworks.
• Experience building lifecycle programs that measurably moved adoption or retention.
• Experience in a B2C or B2C-influenced environment and energized by bringing those instincts to B2B.
• Understanding that the consumerization of enterprise is real and knowing how to lead it.

Nice To Haves

• Experience in property management software is not the primary focus; the focus is on seeing it as a platform for how people experience their homes.

Responsibilities

• Own resident and user lifecycle end-to-end, building communication architecture from first login to power user, including onboarding sequences, behavioral triggers, in-app messaging, and re-engagement flows, ensuring each touchpoint is personalized, data-driven, and tied to a specific behavior outcome.
• Drive product adoption for Resident Experience and agentic AI, defining PLG frameworks, identifying friction points, and building in-product and out-of-product motions to drive consumption and turn feature launches into behavioral habits.
• Use behavior data to design behavior change by living in product analytics, building hypotheses from user actions, drop-off points, return triggers, and retention factors, and designing, shipping, measuring, and iterating on experiments.
• Own in-product growth experimentation, collaborating with product managers and UX/UI designers to create and ship experiments such as onboarding flows, feature discovery moments, contextual nudges, and resident-facing prompts that drive engagement organically.
• Build the lifestyle brand growth motion by applying consumer growth instincts related to emotional resonance, habit loops, community dynamics, and social proof to product and lifecycle strategy, aiming to make users feel positively about their living environment.
• Partner with Product as a growth co-owner, bringing user behavior intelligence into roadmap conversations, surfacing signals about what's working, what users want, and identifying future growth levers to bridge market reality and product direction.
• Build and lead a team of lifecycle and product marketers, growth analysts, and experimentation specialists, defining the function, creating a playbook, and developing the team for scale.

Benefits

• Medical, Dental, and Vision kick in day one
• Unlimited PTO (with a requirement for employees to take a minimum of one continuous week per year)
• 401K with Company Match
• Remote Flexible - come to the office when needed
• Great parental leave benefits
• Ongoing industry and professional development trainings available to all employees

What This Job Offers

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