Lifecycle Marketing Manager

Vaan, a Verndale Company, is a brand and commerce agency focused on optimizing commerce experiences for digitally native brands. They are seeking a B2B Lifecycle Marketing Manager to own and scale their CRM and email marketing engine, responsible for creating targeted lifecycle programs and managing a high-volume outbound cadence.

Responsibilities:

• Fully own our CRM and email marketing ecosystem (platform, data structure, segmentation, execution)
• Design and implement lifecycle strategies across the funnel: lead nurture, partner engagement, reactivation, and pipeline acceleration
• Build scalable systems that allow us to send hundreds of highly targeted emails per month
• Consolidate, clean, and enrich multiple contact databases into a unified CRM
• Develop sophisticated segmentation strategies across:
• Industry verticals (e.g., beauty, CPG, wellness, etc.)
• Technology ecosystems (e.g., Shopify, headless, etc.)
• Partner types (agencies, platforms, integrations)
• Roles/personas (founders, CMOs, eCommerce leads)
• Continuously refine segmentation logic based on engagement and conversion data
• Build and optimize lifecycle flows including:
• Lead nurturing sequences
• Partner outreach and activation
• Event follow-ups
• Case study and content distribution
• Manage a high-volume outbound cadence across segmented lists without sacrificing quality or relevance
• Implement testing frameworks (A/B testing, send time optimization, messaging variations)
• Work closely with the content and creative teams to develop compelling, educational email content
• Translate internal insights, case studies, and POVs into targeted messaging for specific cohorts
• Independently write and ship emails when needed—this is a hands-on role
• Define KPIs across lifecycle stages (open rates, CTR, MQLs, meetings booked, pipeline influenced)
• Analyze performance and continuously iterate on segmentation, messaging, and cadence
• Build reporting dashboards and share insights with leadership

Requirements:

• 4–7+ years in lifecycle, CRM, or email marketing (preferably in B2B, agency, or SaaS environments)
• Deep experience with CRM and email platforms (e.g., HubSpot, Salesforce, Klaviyo, Customer.io, etc.)
• Strong analytical mindset—you're comfortable manipulating lists, structuring data, and finding patterns
• Highly organized and systems-oriented—you think in flows, not one-off campaigns
• Strong writer—you can produce clear, compelling B2B content without heavy oversight
• Comfortable operating in a high-volume, high-velocity environment
• Collaborative but self-directed—you can work across teams but also execute independently
• Experience in eCommerce, Shopify ecosystem, or digital agencies
• Familiarity with partner marketing and co-marketing programs
• Experience building lifecycle systems from scratch or restructuring messy CRM data