Senior Lifecycle Marketing Manager

G2 is a software marketplace and source of software insights serving software buyers and sellers. The Senior Lifecycle Marketing Manager will drive end-to-end lifecycle marketing across G2’s marketplaces, leading audience strategy, segmentation, messaging, AI-assisted cross-channel campaigns, experimentation, and team development to improve engagement and retention.

Responsibilities:

• Own and drive end-to-end lifecycle programs for both software buyers and reviewers — driving engagement, retention, and advocacy across every stage of the journey
• Design and optimize onboarding, nurture, and reactivation campaigns across email and SMS, using segmentation and personalization to deliver relevant experiences at scale
• Own the full workflow: ideation, build, QA, launch, and ongoing optimization for marketing automation across channels
• Apply AI tools across the lifecycle workflow, from content generation to segmentation and journey automation, to increase program speed and scale
• Own the lifecycle metrics that matter: engagement, retention, LTV and stay accountable for moving them, not just measuring them
• Read user behavior, campaign performance, and cohort trends to decide where the biggest opportunities are and what to do next
• Drive the experimentation roadmap: sizing bets by impact and effort, prioritizing ruthlessly, and deciding what to kill, scale, or double down on based on results
• Partner with Analytics, Product, and Advisor/Advocate teams to pressure-test the strategy and keep it aligned to business goals
• Lead and develop the lifecycle team, setting the operating cadence and process for how work is prioritized, built, launched, and measured
• Identify opportunities for efficiency across the lifecycle workflow — streamlining production, QA, and reporting so the team ships more, faster
• Own the lifecycle segmentation framework across buyers and reviewers — cohorts, lifecycle-stage triggers, and the messaging, copy, and email template strategy that AI and the team execute against; partner with Content on editorial themes
• Set how lifecycle work gets prioritized, built, launched, and measured, and drive alignment with senior stakeholders through influence and results
• Drive innovation in lifecycle, coaching the team to test new approaches, channels, and AI-assisted solutions that raise the bar on impact
• Stay ahead of lifecycle, email, SMS, and AI trends, and own email/SMS best practices, deliverability, data integrity, and compliance
• Aim to own SMS end to end and coordinate with paid social — aligning messaging and timing across email, SMS, and paid social into one coherent experience, not siloed touches
• Partner with Product, Content, CRO, and Engineering to keep experiences and supporting landing pages seamless

Requirements:

• 7–10 years in lifecycle, retention, or CRM marketing — ideally in SaaS, a digital marketplace, or B2B — with a track record as a recognized subject-matter expert in the discipline
• People-management experience, with a track record of building and developing high-performing lifecycle or CRM teams
• Demonstrated, hands-on experience applying AI tools to email and lifecycle campaigns (e.g., content and subject-line generation, segmentation, send-time or journey optimization, or automated/agentic workflows) with measurable results
• Track record of driving cross-functional programs and senior-stakeholder alignment through influence rather than direct authority
• Cross-channel experience: hands-on ownership of SMS campaigns and/or close collaboration with paid social, in addition to email
• Expertise in marketing automation, segmentation, and personalization, with hands-on experience on leading platforms (e.g., Eloqua, HubSpot, Marketo, Salesforce Marketing Cloud, Braze)
• Strong analytical and experimentation skills — you size experiments by expected impact, design statistically sound tests, and make confident go/no-go and prioritization decisions based on measured results, not gut feel
• Experience scaling high-impact programs from ambiguity, and leading through influence with senior stakeholders
• A blend of enterprise-grade communication and relationship-building with a scrappy, solutions-oriented drive — an ambitious operator who finds a way to make it happen