Senior Lifecycle Marketing Manager

Avalara is an AI-first company that provides cloud compliance solutions. They are seeking a Senior Lifecycle Marketing Manager to build and optimize lifecycle marketing programs that enhance customer engagement, retention, and cross-sell growth.

Responsibilities:

• Build and manage lifecycle marketing programs across onboarding, activation, adoption, retention, renewal support, expansion, and cross-sell
• Translate lifecycle strategy into executable campaign briefs, audience logic, journey flows, always on email nurtures, and trigger-based programs
• Identify key customer moments, behaviors, and signals that indicate opportunities for engagement, adoption, renewal support, or cross-sell
• Develop segmented and behavior-based programs that improve customer engagement, product usage, retention, and expansion outcomes
• Partner with Product Marketing, Customer Success, Sales, Revenue Operations, Analytics, and Marketing Operations to align lifecycle programs with customer and revenue goals
• Build and optimize lifecycle-driven cross-sell programs, including audience selection, journey design, campaign execution, testing, and performance reporting
• Use customer behavior, product usage, firmographic data, lifecycle stage, customer health, and propensity signals to identify relevant cross-sell opportunities
• Create campaigns that support both self-serve and sales-assisted expansion motions
• Partner with Sales and Customer Success to support cross-sell handoffs, follow-up motions, enablement, and feedback loops
• Measure cross-sell program performance across engagement, conversion, pipeline influence, bookings, attach rate, and incremental revenue
• Recommend improvements to segmentation, messaging, offers, timing, and channel mix based on performance insights
• Apply AI tools and workflows to improve lifecycle campaign efficiency, personalization, segmentation, content development, testing, and optimization
• Support the implementation of AI-enabled lifecycle use cases such as predictive audiences, propensity-based targeting, next-best-action recommendations, dynamic content, and automated insights
• Partner with Analytics, Product, and Marketing Operations to activate customer signals and predictive models in lifecycle programs
• Identify opportunities to reduce manual work through automation, templates, reusable components, and AI-assisted workflows
• Build and manage test-and-learn plans across messaging, subject lines, journey logic, segmentation, timing, personalization, offers, and channel mix
• Analyze campaign and journey performance to identify trends, gaps, and optimization opportunities
• Monitor lifecycle KPIs tied to engagement, activation, adoption, retention, renewal support, expansion, and cross-sell
• Partner with Analytics to build or improve dashboards and reporting frameworks
• Translate performance data into actionable recommendations for future program improvements
• Share insights and learnings with product, sales, customer success, and operations partners

Requirements:

• 8+ years of experience in lifecycle marketing, customer marketing, growth marketing, marketing automation, demand generation, or related roles
• Hands-on experience building and managing lifecycle, nurture, CRM, customer engagement, or marketing automation programs
• Proven experience building complex automated journeys using behavioral triggers, customer attributes, lifecycle stages, scoring, suppression logic, dynamic content, and personalization
• Experience executing cross-sell, upsell, expansion, adoption, retention, or customer growth campaigns with measurable impact
• Strong understanding of customer lifecycle management, including onboarding, activation, adoption, engagement, retention, renewal support, and expansion
• Experience building audiences, segments, campaign logic, and performance reports using customer, product, CRM, and marketing engagement data
• Experience using AI, predictive analytics, personalization, experimentation, or next-best-action approaches in marketing programs
• Ability to work cross-functionally with Marketing Operations, Revenue Operations, Sales, Customer Success, Product Marketing, Analytics, Product, and Legal
• Strong communication skills, with the ability to explain program logic, performance insights, and optimization recommendations clearly