Senior Lifecycle Marketing Specialist

Cambium Learning Group

27d • Remote

About The Position

The Senior Lifecycle Marketing Specialist designs and executes integrated customer lifecycle strategies that connect Product Marketing, Regional Marketing, and Customer Success touchpoints across Learning A-Z and ExploreLearning's portfolio of K-12 educational products (literacy, math, and science). This role orchestrates cohesive prospect engagements and pipeline building, and customer experiences that accelerate product adoption and engagement from onboarding through advocacy. The Specialist oversees the development and optimization of end-to-end lifecycle campaigns and journeys, partnering with cross-functional leaders to align messaging, timing, and sequencing across departments. Success in this role requires deep customer insight, data-driven decision-making, and the ability to synthesize inputs from multiple stakeholders into a coherent lifecycle experience strategy. The Senior Lifecycle Marketing Specialist owns the marketing lifecycle strategy and orchestration across two interconnected customer phases: (1) trial>opportunity acceleration in partnership with Sales, and (2) customer lifecycle engagement in partnership with Customer Success, Product Marketing, and Regional Marketing.

Requirements

• 4+ years in marketing campaign development, lifecycle, retention, CRM, or customer marketing roles, ideally with at least 2+ years focused on B2B SaaS or educational/mission-driven software
• Demonstrated experience designing and executing multi-channel lifecycle campaigns that drive measurable impact on user activation, engagement, retention, and expansion metrics
• Proven expertise with marketing automation platforms such as HubSpot, Pendo, Marketo, Pardot, or Iterable, including segmentation, personalization, journey design, and campaign optimization
• Exceptional analytical skills and ability to partner with internal data teams
• Experience leading A/B testing and experimentation programs, and proven ability to iterate quickly based on results
• Dynamic cross-functional collaboration experience with Product, Sales, Customer Success, and other marketing functions; demonstrated comfort influencing without direct authority and building alignment across teams
• Excellent written communication and storytelling skills, with ability to craft compelling persona-based messaging that drives customer action and resonates with educational audiences
• Ability to synthesize complex inputs from multiple stakeholder groups and distill them into coherent, actionable strategies

Responsibilities

• Prospect-to-Trial Acceleration (Sales Partnership) Design and execute targeted nurture and trial engagement campaigns that accelerate prospect movement through evaluation, shortening sales cycles and increasing trial conversion rates Partner with Sales Enablement (GTM) and Product/Regional Marketing to develop playbooks, messaging frameworks, and content
• Customer Lifecycle Engagement (Cross-Functional Partnership) Own the end-to-end marketing customer journey from onboarding through expansion and renewal, orchestrating coordinated touchpoints across Customer Success, Product Marketing, and Regional Marketing, to develop and align the overall customer experience Optimize retention and maximize lifetime value by identifying at-risk segments and designing proactive engagement interventions in coordination with Customer Success support efforts Enable expansion revenue growth through strategic upsell and cross-sell campaigns informed by Regional Marketing's market insights, customer usage patterns, and Product Marketing's competitive positioning
• Foundation Across Both Phases Develop multi-persona communication strategies that reflect the distinct decision-making and usage patterns of teachers, administrators, and district leaders—ensuring every lifecycle touchpoint resonates with its intended audience Establish shared success metrics with each partner function to maintain alignment, accountability, and visibility into how coordinated efforts drive prospect conversion, customer adoption, retention, and expansion outcomes
• Lifecycle Strategy & Design Architect and own comprehensive customer journey maps for K-12 buyers (teachers, administrators, IT decision-makers) that address distinct needs across lead nurture, onboarding, feature adoption, engagement, retention, and expansion stages Define lifecycle segmentation strategies and identify critical "moments of truth" where customer decisions directly impact adoption, retention, and expansion; align programs with product roadmap and feature releases Establish shared lifecycle metrics and success criteria with Product Marketing, Customer Success, and Regional Marketing to ensure coordinated measurement and accountability across touchpoints
• Multi-Channel Campaign Execution & Optimization Design and execute omni-channel lifecycle campaigns (email, paid media, in-app, direct mail) with persona-specific messaging that addresses distinct priorities of teachers, administrators, and IT stakeholders; develop and optimize automated nurture flows using marketing automation platforms Conduct rigorous A/B and multivariate testing on messaging, timing, and creative treatments; partner with content and design teams to ensure messaging consistency and alignment across channels Track campaign performance against lifecycle KPIs; synthesize qualitative and quantitative insights to continuously refine strategy and identify new opportunities
• Data Analysis, Insights, & Optimization Establish and own comprehensive lifecycle dashboards that track feature activation, engagement velocity, time-to-value, expansion revenue, renewal rates, and NRR; identify patterns in customer success, at-risk segments, and expansion opportunities Partner with Marketing Services and DnA teams to conduct cohort analysis, and partner on the development of attribution models connecting lifecycle campaigns to business outcomes Communicate performance findings and strategic recommendations to marketing leadership and cross-functional partners to inform ongoing optimization and planning
• Cross-Functional Orchestration & Alignment Lead strategy sessions and ongoing alignment with Product, Product Marketing, Customer Success, Regional Marketing, and Sales to ensure lifecycle initiatives support business goals and create seamless customer experiences Define and manage handoff criteria between marketing and customer success touchpoints; develop integrated plays and ensure retention efforts complement product adoption and support strategies Coordinate with Regional Marketing on geographic variations in school buying cycles and implementation timelines; influence Sales and Account Management through insights, playbooks, and customer lifecycle stage positioning
• Content Strategy & Execution Write and design engaging content for email and in-app channels, maintaining brand voice and consistency Collaborate with design and copy teams as needed to enhance visual and written storytelling

Benefits

• As part of our Remote-First benefits, Cambium offers reimbursement to help cover the cost of setting up your home or remote office.
• We will provide reasonable accommodations for qualified individuals with disabilities.

What This Job Offers

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