Lifecycle & Email Marketing Manager

Novara is a company that provides safety and operational risk management software. They are seeking a Lifecycle & Email Marketing Manager to build and optimize email journeys that support demand creation and conversion.

Responsibilities:

• Develop the prospect lifecycle and email strategy in partnership with the Director of Demand Generation
• Create communication plans for key audience stages, including new prospects, engaged buyers, marketing-qualified leads, event and webinar participants, long-cycle buyers, stalled prospects, and closed-lost opportunities
• Manage the master email calendar, send volume, audience prioritization, contact frequency, and channel cadence
• Balance campaign priorities, buyer experience, engagement, and list health across the full email program
• Identify gaps in the prospect journey and recommend new nurture, re-engagement, or conversion programs
• Build and launch automated email journeys, nurture programs, follow-up sequences, and triggered communications
• Translate integrated campaign briefs into email plans that define audience, message sequence, timing, personalization, handoff, and measurement
• Manage day-to-day email production, including content coordination, build, responsive formatting, personalization, testing, approvals, scheduling, and quality assurance
• Develop or edit email copy and calls to action in partnership with campaign, content, and Product Marketing stakeholders
• Create scalable templates and repeatable program structures that increase speed without sacrificing quality or relevance
• Develop audience and contact strategies based on persona, industry, account tier, lifecycle stage, engagement, intent, product interest, and prior campaign history
• Define segmentation, personalization, suppression, and eligibility requirements for email programs
• Partner with Marketing Operations on audience implementation, data availability, field logic, consent, and governance
• Use dynamic content and modular messaging to make communications more relevant without creating unsustainable production complexity
• Monitor audience overlap and contact pressure to protect the buyer experience and reduce fatigue
• Own always-on and campaign-specific nurture programs that help prospects progress from initial engagement to sales readiness
• Build follow-up journeys for webinars, events, content engagement, digital behavior, and high-intent actions
• Develop re-engagement programs for inactive leads, stalled accounts, previous high-intent prospects, and closed-lost opportunities
• Partner with the Senior Manager, Integrated Demand Generation & Account-Based Marketing to create email journeys for priority verticals and account audiences
• Coordinate with Customer Marketing when a communication may affect existing customers, advocates, or former champions
• Develop an ongoing A/B and multivariate testing roadmap across subject lines, send times, message structure, calls to action, creative, frequency, and journey design
• Monitor deliverability, inbox placement, bounce rates, unsubscribe rates, spam complaints, engagement, and list health
• Identify performance issues and implement improvements to content, cadence, segmentation, personalization, or technical setup
• Document test findings and turn them into practical email standards and future program recommendations
• Stay current on email best practices, privacy requirements, consent, accessibility, and anti-spam regulations
• Monitor email and lifecycle performance across engagement, conversion, progression, sales handoff, and program contribution
• Build clear recurring summaries that explain what changed, why it matters, and what should happen next
• Partner with Revenue Operations and Marketing Operations on reporting, attribution, data quality, and measurement requirements
• Use campaign and audience insights to improve future nurture design and advise the broader Demand Generation team
• Recommend process improvements that increase execution efficiency, quality, and buyer relevance

Requirements:

• 4 or more years of B2B email, lifecycle, nurture, or marketing automation experience, with direct ownership of campaigns and journeys
• Hands-on experience building automated programs in Marketo or another major marketing automation platform
• Demonstrated success developing nurture, re-engagement, lead-conversion, segmentation, or personalization programs
• Strong knowledge of email production, responsive design, quality assurance, testing methodologies, deliverability, list management, and contact strategy
• Experience using analytics to evaluate campaign performance and make practical optimization recommendations
• Strong writing and editing skills, with an understanding of how message sequence and calls to action influence buyer behavior
• Excellent project-management skills and the ability to coordinate multiple sends, campaigns, and stakeholder inputs
• Ability to work independently while collaborating closely across a distributed marketing and go-to-market organization
• Advanced hands-on experience with Marketo, including smart campaigns, programs, tokens, dynamic content, segmentation, and engagement programs
• Working knowledge of Salesforce and the relationship between CRM data, marketing automation, campaigns, and sales handoff
• Experience with B2B SaaS, multi-stakeholder buying journeys, and longer sales cycles
• Experience supporting account-based marketing, vertical campaigns, webinars, events, and intent-driven follow-up
• Basic HTML and CSS knowledge for email troubleshooting and template refinement
• Experience with deliverability tools, data-enrichment platforms, or account-intelligence platforms such as 6Sense
• Knowledge of CAN-SPAM, consent management, accessibility, and evolving privacy requirements
• Experience using AI tools to improve audience research, content variation, quality assurance, testing, or analysis