Key skills
Lifecycle MarketingRetention MarketingCRM MarketingEmail MarketingMarketing AutomationSegmentationEloquaHubSpotMarketoSalesforce Marketing CloudBrazeA/B TestingCampaign AnalysisData AnalyticsProject ManagementAnalyticsSaaSSalesforceCRMCommunicationCollaboration
About this role
G2 is the world's largest and most trusted software marketplace, aiming to transform the global B2B software industry. The Lifecycle Marketing Senior Manager will accelerate growth through comprehensive marketing strategies, focusing on customer engagement and retention.
Responsibilities:
- Develop and execute comprehensive lifecycle marketing strategies for both software buyers and vendors, driving engagement, retention, and advocacy across all stages of the customer journey
- Design and optimize email marketing campaigns to onboard, nurture, and reactivate users, leveraging segmentation and personalization to deliver relevant experiences
- Own the end-to-end management of marketing automation workflows, including campaign ideation, build, QA, launch, and ongoing optimization
- Analyze user behavior, campaign performance, and cohort trends to identify opportunities for lifecycle improvements and increased customer lifetime value
- Conduct A/B testing and leverage analytics to continuously refine messaging, creative, and channel mix for optimal results
- Partner with Analytics, Product, and Advisor/Advocate teams to ensure lifecycle strategies are aligned with business goals and informed by actionable insights
- Collaborate with Product and Content teams to ensure consistent messaging and seamless experiences throughout the customer journey
- Work closely with Product, CRO, and Engineering teams to implement messaging and engagement tactics on landing pages we leverage for Emails
- Develop programs to convert, engage, and retain buyers on Capterra, GetApp, and Software Advice
- Implement win-back and re-engagement campaigns to minimize churn and maximize retention among both buyers and vendors
- Stay current with the latest Lifecycle and Email marketing trends, technologies, and best practices, bringing innovative ideas to the team
- Manage and optimize email marketing best practices and ensure data integrity and compliance
Requirements:
- 5+ years of experience in lifecycle, retention, or CRM marketing, preferably in a SaaS, digital marketplace, or B2B environment
- Proven track record designing and executing successful Email marketing and Lifecycle marketing programs that drive engagement and retention
- Expertise in marketing automation, segmentation, and personalization; hands-on experience with leading platforms (e.g., Eloqua, HubSpot, Marketo, Salesforce Marketing Cloud, Braze)
- Strong analytical skills with experience in A/B testing, campaign analysis, and translating data into actionable insights
- Excellent project management, communication, and cross-functional collaboration skills
- Creative, customer-centric mindset with a passion for optimizing the user journey and delivering measurable business impact
- Bachelor's degree preferred, ideally in Marketing, Business, or a related field