About this role.
Articulate is seeking a Senior Manager to own lifecycle marketing strategy across the full customer journey, including prospect nurture, trial conversion, onboarding, retention, upsell, and cross-sell. The role manages three individual contributors while serving as a hands-on player-coach for campaign automation, QA, troubleshooting, and program optimization. Success depends on connecting lifecycle initiatives to measurable funnel, adoption, pipeline, and expansion-revenue outcomes. The manager will partner extensively with Marketing Operations, Growth Product, Data, Creative, Product Marketing, Sales, and Customer Success teams. Deep experience with B2B SaaS lifecycle strategy, segmentation, personalization, experimentation, Marketo, and Braze is central to the position.
Role DNA
A quick view of the complexity, pace, ownership and collaboration implied by the job description.
Job Complexity
4/5Pace & Pressure
4/5Autonomy Level
5/5Communication Load
5/5Salary analysis
Estimated compensation compared with the broader US market for similar roles.
Core skills
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Sample interview questions
I begin by mapping customer stages, audiences, desired behaviors, channel touchpoints, and baseline conversion metrics. I then prioritize the largest opportunity areas, develop segmented programs with clear hypotheses, and measure incremental impact on outcomes such as activation, retention, expansion, and pipeline. Regular testing and stakeholder reviews keep the roadmap focused on scalable improvements.
I design programs around clean data definitions, event triggers, audience rules, suppression logic, personalization attributes, and clear ownership. Before launch, I use a QA checklist to validate data flow, edge cases, rendering, links, timing, and reporting. I also document workflow logic so the team can troubleshoot efficiently and maintain programs as the product and data model evolve.
I would define the target audience and primary conversion event, then compare conversion performance against a meaningful baseline or control group. I would also assess leading indicators such as product engagement, key-feature adoption, email engagement, and time to activation. Finally, I would examine downstream quality measures, including retention or expansion, to ensure the campaign is driving durable value rather than short-term conversions alone.
I set clear expectations tied to business outcomes and provide each team member with ownership of defined programs or strategic areas. Through regular one-on-ones, campaign reviews, and feedback, I coach both technical execution and strategic thinking. I also create development plans that build capabilities in analytics, automation, stakeholder management, and leadership.
I align stakeholders around a shared customer problem, the expected business impact, and measurable success criteria. I make dependencies, tradeoffs, and decisions visible through a concise roadmap and regular communication, while incorporating partner expertise into the plan. This approach builds trust and helps teams move from differing priorities toward a coordinated launch and learning agenda.
The Senior Manager, Lifecycle Marketing oversees the lifecycle marketing strategy for the entire customer journey—from nurturing net new prospects through trial conversion, onboarding, retention, upsell, and cross-sell. This role is accountable for driving measurable revenue impact across each stage of the funnel and ensuring lifecycle marketing is a strategic growth lever for the business. They understand how their work impacts the entire customer experience and financial health of the business.
This leader oversees three individual contributors and is an experienced people manager who excels at coaching, developing, and retaining top talent in a high-growth organization. As a player-coach, they set a clear vision for the function while remaining close enough to the work to guide execution, unblock challenges, conduct QA, and elevate the team’s technical and strategic capabilities. They thrive in highly cross-functional environments, building trust and influence across teams to move complex initiatives forward.
The Senior Manager, Lifecycle Marketing deeply understands lifecycle metrics across the funnel and uses quantitative and qualitative insights to shape strategy, prioritize initiatives, and identify new growth opportunities. They partner closely with Marketing Operations, Growth Product, and Data teams to ensure data integrity, define success metrics, and translate insights into scalable lifecycle programs that evolve alongside the business.
With deep expertise in lifecycle marketing and extensive experience working within modern martech tools—including Marketo and Braze—this individual ensures the team is building effective, scalable programs rooted in strong segmentation, personalization, and experimentation frameworks.
The Senior Manager, Lifecycle Marketing reports to the Director, Global Integrated Marketing and regularly communicates performance insights, strategic recommendations, and growth opportunities to cross-functional partners and executive leadership.
What You’ll Do:
Lifecycle Strategy & Revenue Impact
Own and evolve the end-to-end lifecycle marketing strategy across engagement, conversion, adoption, retention, and cross-sell
Establish clear KPIs across the funnel and ensure lifecycle programs are driving measurable impact on pipeline, trial conversion, customer adoption, and expansion revenue
Leverage qualitative and quantitative data to identify growth opportunities and continuously optimize lifecycle programs
Manage a prioritized lifecycle roadmap, balancing experimentation with scalable program development
Contribute domain expertise to the development of strategic cross-functional projects that leverage lifecycle marketing channels
Confidently present strategy, performance insights, and recommendations to leadership and cross-functional stakeholders
Manage and develop three direct reports, providing consistent coaching, performance feedback, and career development
Act as a player-coach, remaining close to campaign builds and automation logic to guide troubleshooting, QA complex workflows, and raise the team’s technical capabilities
Foster a culture of accountability, curiosity, and continuous improvement
Communicate proactively with peers, managers, and leadership on plans, progress, and challenges
Collaborate with Creative and Product Marketing teams to craft and iterate on effective messaging for our target audience segments
Partner closely with Marketing Operations team to ensure lifecycle programs are built efficiently, data flows reliably, and tooling supports business goals
Partner with Sales and Customer Success leaders to ensure messaging alignment through the funnel
Work with Growth Product team to identify and test opportunities to deepen product adoption, increase conversion, and improve retention
Team Leadership
Cross-Functional Partnership
What You Should Have:
8+ years of experience in lifecycle marketing, preferably at a B2B SaaS organization
Expertise in lifecycle marketing best practices, especially in a product-led growth environment
Extensive hands-on experience with lifecycle marketing tools such as Marketo and Braze (or similar tools)
Experience managing direct reports and developing high-performing individual contributors
Demonstrated ability to influence cross-functional stakeholders and present strategic recommendations to leadership
Strong analytical skills and ability to translate performance data into actionable insights
Excellent prioritization and project management abilities
Outstanding verbal and written communication skills
High attention to detail and commitment to quality
Four-year college degree or equivalent experience
Compensation
The pay range for this position is $129,900 to $172,144 for all US locations. This range represents our good faith expectation of what we reasonably expect to pay for this role based on factors including (but not limited to) skills, experience, training, licensure and certifications, education, and other business and organizational needs.
This position is bonus-eligible. Articulate also offers a robust suite of benefits — visit the website for a full list.
This is a US-based role and can be performed remotely from anywhere within the United States. Occasional travel for company events may be required. Employees must physically reside and work within the US throughout their employment and must immediately notify Articulate of any change of address.
The application window for this position is expected to close 90 days from the original posting date.
Additional Information
About us
Articulate Global, LLC, is the leading SaaS provider of creator platforms for online workplace training. Founded by Adam Schwartz in 2002, Articulate provides creator tools and services that make it simple for enterprises and SMBs to develop, deliver, and analyze online workplace training that’s engaging and effective. Increasingly, organizations must reskill employees for ever-changing remote and hybrid work environments, create learning cultures that attract and retain employees in a tight labor market, and use training to build more equitable, empowering, and engaging workplaces. Articulate helps organizations address these critical business needs with its creator platform for workplace training. Articulate 360—a suite of creator tools for online courses—was named the 7th most-loved product in the world by TrustRadius in 2021. And Rise—an all-in-one online training system that makes online training easy to create, enjoyable to take, and simple to manage—is the first creator platform for SMBs and departments within the enterprise. Articulate has more than 118,000 customers in 170 countries and counts all 100 of the Fortune 100 companies as customers.
Named one of Inc. Magazine’s Best Workplaces 2022 and a leader in building a human-centered organization, Articulate is guided by a commitment to provide the best value to customers, do right by employees, and create an equitable, empowering workplace for all. As a human-centered organization, we honor people’s humanity knowing that each person’s unique history, vulnerabilities, and social location inform how we show up with one another. We embrace our connectedness, aware that what we do and say impacts others. We give each other grace because we are all works in progress, learning and evolving every day. And we take responsibility for ourselves and are serious about our accountability to each other. In all we do, we strive to create an equitable, sustainable, and empowering workplace while we drive results for the business and make a positive impact in the world. Read more about our values here.
Articulate Global, LLC is an Equal Employment Opportunity and Affirmative Action employer and complies with all applicable federal, state, and local fair employment practices laws. All employment decisions at Articulate are based on business needs, job requirements, and individual qualifications directly related to the job, without regard to any protected characteristic or class, including, but not limited to, race, creed, color, religion, gender, sexual orientation, gender identity/expression, national origin, disability, age, genetic information, veteran status, marital status, pregnancy or related condition (including breastfeeding), or any other basis protected by law. Qualified candidates with criminal histories will be considered for this role in a manner consistent with applicable law. Articulate is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or an accommodation related to the application process due to a disability, you may contact us at hr@articulate.com.
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