Senior Manager of Lifecycle Marketing, Vestwell

• The ideal candidate combines deep technical expertise in marketing automation with strong analytical instincts, cross-functional leadership, and a passion for building intelligent, personalized customer journeys at scale
• Bachelor’s degree or equivalent experience
• 6+ years of experience in lifecycle marketing, marketing automation, or customer engagement roles
• Deep, hands-on experience with HubSpot workflows, segmentation, and lifecycle automation
• Strong understanding of customer lifecycle strategy, behavioral triggers, and personalization at scale
• Proven ability to work cross-functionally and influence without direct authority
• Strong analytical skills with the ability to translate engagement data into actionable insights
• Exceptional organizational skills and attention to detail
• Comfort operating in a fast-paced, evolving environment

Desirable

• We are looking for a strategic and execution-oriented Senior Lifecycle Marketing Manager to own, scale, and evolve Vestwell’s customer communications across the full lifecycle — from first touch through onboarding, engagement, expansion, and long-term retention
• This role will serve as the central point of ownership for lifecycle communications, partnering closely with Product, Operations, Sales, Customer Success, and Marketing to ensure customers receive the right message, at the right time, through the right channel
• You will lead the strategy, build, and ongoing optimization of fully automated, trigger-based lifecycle programs primarily powered by HubSpot
• You will define scalable customer segmentation, own the end-to-end lifecycle communications journey, and continuously iterate based on performance, engagement, and customer behavior
• You will also be responsible for evolving Vestwell’s lifecycle approach beyond email — pushing toward more omni-channel, behavior-driven experiences — while maintaining clear documentation, governance, and performance visibility across all lifecycle touchpoints
• Design, build, and manage fully automated HubSpot workflows triggered by customer behavior, lifecycle stage, product usage, and operational milestones
• Ensure lifecycle programs scale efficiently while maintaining personalization and relevance
• Maintain strong QA, governance, and change management practices across all workflows
• Create and maintain scalable, dynamic customer segmentation frameworks that power lifecycle programs and one-to-many email launches
• Partner with data, product, and operations teams to ensure segmentation logic is accurate, actionable, and durable
• Continuously refine segmentation based on performance insights and evolving business needs
• Act as the single point of contact and strategic owner for customer communications across Product, Operations, Marketing, Sales, and Customer Success
• Align messaging, timing, and channel usage to ensure a cohesive, non-duplicative customer experience
• Provide oversight and guidance on all lifecycle-related communications entering the customer journey
• Evolve the customer communications journey using innovative lifecycle and engagement best practices
• Push beyond email to test and scale omni-channel strategies (e.g., in-app, SMS, sales-assisted, operational notifications)
• Identify gaps, redundancies, and opportunities across the lifecycle and proactively propose improvements
• Map, document, and maintain the end-to-end lifecycle communications journey
• Ensure documentation reflects current workflows, ownership, triggers, and customer touchpoints
• Establish clear standards for lifecycle entry, exit, and message ownership
• Own the strategic analysis of lifecycle engagement, interactivity, and conversion across the customer journey
• Define and monitor key lifecycle performance metrics (engagement, progression, drop-off, conversion, retention signals)
• Identify opportunities to iterate and optimize journeys based on performance data and customer behavior
• Run structured testing and experimentation to determine optimal messaging, timing, cadence, and channel mix

• It starts the same for every candidate: getting to know the team members through 1-2 conversations about Vestwell, your experience, and your interests
• Next steps can vary by role, but the usual next steps are a skill or experience screen (e.g. a coding interview for an Engineer, a portfolio review for a Designer, deeper experience call for other roles) which leads to a virtual or in-person interview panel after that if the screens go well
• Before making an offer, our interview process concludes with a references check stage for your recruiter to meet with a current or former supervisor and peer
• We prioritize transparency and lack of surprise throughout the process