Lifecycle Marketing Manager - Onboarding & Activation

Boulevard is a client experience platform for appointment-based self-care businesses, aiming to enhance customer interactions. The Lifecycle Marketing Manager will focus on creating effective onboarding and activation experiences, ensuring that new customers are supported and successful as they start using Boulevard's platform.

Responsibilities:

• Design and execute multi-channel onboarding and activation lifecycle programs (email, in-app, SMS, where appropriate) that guide customers from close to first value
• Own the onboarding lifecycle strategy, ensuring communications align with product-led onboarding flows and real customer behavior
• Partner closely with Product to support in product onboarding experiences, activation milestones, and education moments
• Collaborate with the Onboarding team to ensure lifecycle programs complement live onboarding workflows and reduce friction for new customers
• Define and optimize activation journeys based on product usage, setup progress, and engagement signals
• Build proactive nudges, reminders, and educational moments to support stalled or at-risk onboarding experiences
• Own lifecycle execution systems and campaign logic within Customer.io and Chameleon to ensure accurate targeting and reliable delivery
• Work closely with Ops and Data to align onboarding programs with customer data, lifecycle events, and infrastructure (Salesforce, Snowflake, etc)
• Establish and maintain a scalable onboarding lifecycle architecture that supports automation, segmentation, and testing
• Analyze onboarding and activation performance to improve time to value, engagement, and completion rates
• Collaborate with lifecycle counterparts (acquisition and adoption) to ensure a seamless transition across lifecycle phases

Requirements:

• A strong customer-centric mindset with a passion for improving onboarding and early product experiences
• 3+ years in lifecycle marketing, product marketing, onboarding, or growth roles (preferably in SaaS)
• Proven experience building or supporting product-led onboarding or activation programs
• Comfort partnering closely with Product and Onboarding teams to shape customer journeys
• Strong technical fluency with Customer.io, Chameleon, and behavioral segmentation
• Ability to manage multiple initiatives across cross-functional teams while maintaining attention to detail
• Strong execution and measurement skills with experience launching, iterating, and optimizing lifecycle programs
• Experience working on product-led growth or activation-focused initiatives
• Familiarity with in-product onboarding patterns, walkthroughs, or experimentation
• Experience supporting implementation or onboarding teams in a SaaS environment
• Background in behavioral lifecycle triggers or early journey analytics
• Experience working with data teams to define activation metrics and onboarding success indicators