Senior Customer Lifecycle Marketing Manager

Demandbase

5d•Hybrid

About The Position

Demandbase is seeking a Senior Marketing Manager to develop and execute programs that engage customers throughout their lifecycle, driving product adoption, expansion, and retention. This is a senior individual contributor role that collaborates with Customer Marketing, Customer Experience, Product, Product Marketing, Sales, and Professional Services. The role involves owning integrated customer campaigns, scaled communications, and triggered lifecycle programs. It's a builder role focused on creating new programs and frameworks in a dynamic environment. A near-term priority is driving Demandbase AI (DBAI) adoption through targeted campaigns. Key responsibilities include developing and executing integrated campaigns for product adoption, expansion, and engagement; leading DBAI adoption campaigns; building land-and-expand campaigns; partnering with Sales and Customer Experience on account-based expansion plays; collaborating with Product Marketing on product launches and customer-facing campaigns; building campaigns across various channels (email, in-product, events, webinars, content, Sales/CS outreach); and measuring campaign performance for optimization. The role also involves mapping the customer journey to identify key moments for scaled marketing programs; partnering with various teams to build triggered lifecycle programs based on customer behavior and product usage; developing programs for onboarding, activation, adoption, renewal, expansion, and re-engagement; creating differentiated engagement strategies based on customer persona and role; and building repeatable programs to complement high-touch Customer Success engagement. Additionally, the position owns the strategy and execution of scaled customer communications, coordinating across platforms like Marketo, ChurnZero, and Pendo. It includes developing a customer segmentation and activation framework, bridging fragmented customer data and tools, owning the customer communications calendar, serving as a communications steward with established templates and editorial standards, and planning recurring communications such as newsletters and product updates.

Requirements

7-10 years of experience in lifecycle marketing, customer marketing, integrated campaigns, CRM marketing, or a related discipline, ideally within B2B SaaS.
Demonstrated experience building integrated campaigns tied to measurable outcomes such as product adoption, expansion, engagement, or retention.
Experience developing account-based or expansion campaigns within enterprise accounts, including engaging multiple personas, buying groups, or business units.
Strong understanding of the B2B SaaS customer journey and experience partnering across Marketing, Customer Success, Product, Sales, and Operations.
Excellent editorial judgment and a strong understanding of brand, voice, tone, and content quality, with the ability to turn product concepts into clear and compelling customer communications.
Strong cross-functional leadership skills and the ability to independently bring structure, strategy, and momentum to programs involving multiple teams and stakeholders.
Hands-on experience with Marketo or similar marketing automation platforms, with a strong understanding of segmentation, targeting, database management, and campaign operations.
Experience working across multiple customer data sources and activation platforms to build practical audience segmentation and triggered lifecycle programs.
Comfortable using AI as part of the day-to-day marketing workflow to improve efficiency, personalization, content development, analysis, and campaign execution.
Analytical mindset and comfort using campaign, customer, and product usage data to identify opportunities, develop audiences, and measure impact.

Nice To Haves

Familiarity with Demandbase One is a huge plus.
Experience with platforms such as ChurnZero and Pendo is a plus.
Experience marketing or driving adoption of AI-powered products or features is a plus, including the ability to translate AI capabilities into practical customer use cases and value.

Responsibilities

Develop and execute integrated campaigns that drive product adoption, expansion, and customer engagement across lifecycle touchpoints.
Lead near-term campaigns focused on DBAI adoption, developing audience strategies, messaging, offers, and journeys that encourage customers to discover and use Demandbase AI.
Build and execute land-and-expand campaigns that help Demandbase grow within enterprise customers by identifying and engaging new business units, child accounts, buying groups, and stakeholders beyond the existing customer footprint.
Partner with Sales and Customer Experience to develop account-based expansion plays that combine scaled marketing programs with personalized account team outreach.
Partner with Product Marketing on product launches and translate launches into customer-facing campaigns that drive awareness, education, adoption, and continued usage.
Build campaigns across channels including email, in-product experiences, customer events and user groups, webinars, educational content, and Sales/CS outreach.
Measure campaign performance and use engagement, product adoption, and expansion signals to continuously optimize programs.
Map the customer journey and identify key moments that matter where scaled marketing programs can improve the customer experience and business outcomes.
Partner with Customer Experience, Product, Sales, and Professional Services to build triggered lifecycle programs based on customer behavior, lifecycle stage, and product usage.
Develop programs for moments such as customer welcome and onboarding, new-user activation, product adoption, renewal preparation, expansion opportunities, and re-engagement.
Develop differentiated engagement strategies based on customer persona and role, from individual users and practitioners to executive stakeholders.
Build repeatable programs that complement high-touch Customer Success engagement and allow Demandbase to deliver a more personalized customer experience at scale.
Own the strategy and execution of scaled customer communications, creating a coordinated approach across Marketo, ChurnZero, Pendo, and other customer-facing channels.
Develop a customer segmentation and activation framework that connects customer data and capabilities across platforms, determining how account attributes, product usage, lifecycle stage, persona, and behavioral signals inform who we communicate with, when, and through which channel.
Partner with Revenue Operations, Customer Experience, Product, and other teams to bridge fragmented customer data and tools and establish clear audience governance around targeting, suppression, frequency, and prioritization.
Own the customer communications calendar and work cross-functionally to identify overlaps, gaps, and opportunities across communications originating from Marketing, Product, Customer Experience, and other teams.
Serve as a customer communications steward, establishing templates and editorial standards that ensure scaled communications meet a high bar for brand voice, tone, content quality, relevance, and overall customer experience.
Plan and execute recurring customer communications, including newsletters, product communications, customer education, and event promotion.

Benefits

Options for up to 100% paid Medical, Dental, and Vision premiums for you and your entire family
$1,000 personal development stipend
Flexible PTO policy
No internal meeting Fridays
Modern Health mental wellness platform
Headspace
Ginger
13 paid holidays
2 additional weeks where all Demandbase employees take off (week of July 4th and Thanksgiving)
401(k)
Short-term/long-term disability
Life insurance