Senior Lifecycle Marketing Manager - Adaptive Planning

Workday•Pleasanton, CA

1d•Hybrid

About The Position

Your work days are brighter here. We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too. About the Team The Adaptive Marketing team is a high-impact, fast-moving group responsible for shaping how Adaptive shows up in the market—from demand generation and customer engagement to product launches and brand storytelling. This role sits within Adaptive’s Growth Marketing team, which is responsible for accelerating growth across the entire customer lifecycle—from first value realization through long-term expansion. Operating as a performance-driven, campaign-led team, Growth Marketing blends digital execution, experimentation, and analytics to drive measurable business outcomes. In close partnership with Customer Marketing, this team forms the backbone of Adaptive’s post-sale growth engine: driving adoption, reducing churn, and turning customers into long-term advocates. About the Role As Senior Lifecycle Marketing Manager, you will own the programs and campaigns that keep customers engaged, successful, and growing with Adaptive Planning. Your primary mandate is to improve customer retention—across both logos and dollars—and to increase customer satisfaction and NPS. You’ll achieve this by driving higher product adoption, reinforcing ongoing value, and creating repeatable lifecycle motions that keep Adaptive Planning embedded in customers’ day-to-day workflows. This is a hands-on, execution-heavy role focused on campaign design, digital delivery, and performance optimization—not product positioning or new-logo demand generation.

Requirements

8–12+ years of B2B SaaS marketing experience, with deep expertise in lifecycle, retention, or growth marketing
Experience operating in global, matrixed organizations as well as high-growth SaaS startup environments
Proven experience building and running campaign-driven programs that increase adoption and reduce churn
Strong understanding of post-sale customer journeys and expansion motions
Experience partnering closely with Customer Success, Product, Sales, and Marketing Operations
Comfort operating as both a hands-on individual contributor and functional leader
Strong analytical skills and ability to connect programs to retention, NPS, and revenue outcomes
A data-informed mindset, with experience defining and tracking program and advocacy performance metrics
Highly collaborative, entrepreneurial, and comfortable influencing without authority

Nice To Haves

Hands-on experience with marketing automation and CRM platforms (e.g., Marketo, HubSpot, Salesforce) and comfort building, launching, and optimizing campaigns end-to-end
Strong segmentation and targeting skills, including experience using product usage data, behavioral signals, and firmographic data to drive lifecycle programs
Experience designing and managing always-on nurture programs alongside time-bound campaign plays
Experience working closely with Marketing Operations on campaign infrastructure, scoring, routing, and measurement

Responsibilities

Design, launch, and optimize onboarding, activation, adoption, and re-engagement campaigns across email, digital, in-product, web, and events
Partner with Product, Customer Success, and Marketing Operations to identify adoption gaps, churn risk indicators, and key moments of customer value
Translate product usage data, customer maturity, and behavioral signals into targeted lifecycle plays
Reinforce best practices, new capabilities, and ongoing value to keep Adaptive Planning embedded in customers’ workflows
Drive expansion and upsell demand within the install base, aligned to sales and account team motions
Work closely with Customer Marketing to convert highly engaged users into advocates, references, and storytellers
Own lifecycle campaign calendars, execution plans, and performance reporting
Run testing and experimentation on messaging, cadence, channels, and offers
Track and optimize against lifecycle KPIs, including adoption, engagement, churn indicators, and expansion pipeline

Stand Out From the Crowd

Upload your resume and get instant feedback on how well it matches this job.

Upload and Match Resume