Director of Customer Lifecycle Marketing, FareHarbor

• 8-10+ years of experience in demand generation, lifecycle marketing, client/customer marketing, or retention marketing in B2B environments, preferably in the technology sector
• Have built and run lifecycle marketing systems that connect segmentation, campaign sequencing, and measurement into a repeatable engine
• Strong grasp of lifecycle math: retention rates, expansion conversion, revenue per member, and how to use those numbers to prioritize programs
• Experience building multi-touch campaign sequences across the member journey, not just individual sends
• Strong understanding of segmentation strategy and how to tailor communications to different personas, roles, regions and lifecycle stages
• Experience designing campaigns and communications that drive measurable retention and expansion
• Experience leading teams that plan and produce events of different formats and sizes, including user conferences
• Ability to translate product launches and platform updates into strategic, value-led member communications
• Experience working cross-functionally with product marketing, and operations teams
• Proven ability to use engagement metrics, lifecycle performance, and data to drive continuous improvement
• Strong point of view on what works (and what doesn't) in B2B member and client/customer marketing
• Active use of AI tools to improve performance, insight, automation and efficiency
• Comfort with ambiguity and building from scratch
• Some travel is required, including international travel
• Demonstrated leadership experience aligned to our Leadership Anchors (Adapt & Innovate, Build Your Team, Communicate & Collaborate, Drive Execution)

Desirable

• The Director of Customer Lifecycle Marketing is the front-line owner of marketing’s contribution to Net Revenue Retention (NRR) at FareHarbor
• This role is responsible for building and leading the systems, programs, and team that drive client engagement, product adoption, retention, expansion, and advocacy across the client lifecycle
• As a key leader within the Marketing organization, you will transform client lifecycle marketing into a strategic growth engine that strengthens relationships, increases platform adoption, creates expansion opportunities, and reinforces FareHarbor’s position as the long-term platform of choice for operators around the world
• You will define how FareHarbor engages clients at every stage of their journey—from onboarding and activation through adoption, renewal, expansion, and advocacy
• Working closely with Account Management, Creative, Sales, Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, and Revenue Operations, you will create scalable programs that complement human-led account management while delivering measurable impact on client growth outcomes
• This role requires a systems thinker who can connect client insights, segmentation, automation, content, and cross-functional collaboration into a unified lifecycle strategy
• You will guide FareHarbor beyond a system that relies heavily on one-size-fits-all communications toward highly targeted, personalized experiences that help clients realize more value from the platform, grow their businesses, and deepen their partnership with FareHarbor
• Lead lifecycle marketing’s contribution to Net Revenue Retention (NRR), product adoption, client engagement, expansion pipeline, and expansion revenue
• Develop and execute a client lifecycle strategy that supports activation, adoption, retention, expansion, and advocacy
• Build scalable programs that influence client behavior and drive measurable business outcomes across the client journey
• Partner with Account Management, Sales and Onboarding teams to support expansion opportunities, adoption initiatives, and risk mitigation efforts
• Create programs that reinforce FareHarbor’s value proposition and strengthen long-term client loyalty
• Define and continuously optimize the client journey across onboarding, adoption, renewal, expansion, and advocacy
• Identify key lifecycle moments that drive retention, product engagement, expansion readiness, and client satisfaction
• Use client insights, behavioral data, and engagement patterns to uncover opportunities to improve the client experience, differentiated by their segment
• Continuously evaluate where client experiences break down and partner cross-functionally to improve them
• Design and scale a cohesive lifecycle marketing system across campaigns, client communications, product launches, events (including our annual Spark user conference) adoption programs, community engagement and expansion initiatives
• Establish segmentation, personalization, automation, AI enhancements and journey orchestration capabilities that improve relevance and efficiency at scale
• Lead the evolution of lifecycle marketing from reactive communications to strategic, behavior-based client engagement
• Create testing and experimentation frameworks that continuously improve lifecycle performance
• Ensure lifecycle marketing investments are aligned to measurable client and business outcomes
• Partner closely with Account Management, Sales and Onboarding, Product Marketing, Growth Marketing, Community, Partnerships, Creative Services, Product, and Revenue Operations
• Align on client engagement definitions, expansion signals, adoption indicators, and retention risk factors
• Surface client insights that inform product strategy, positioning, go-to-market planning, and client experience improvements
• Ensure visibility into client lifecycle performance across segments, regions, products, and stages
• Use data to challenge assumptions and help the organization make better decisions about where to invest
• Build programs that turn engaged clients into advocates, referral sources, references, reviewers, and community champions
• Identify opportunities to leverage client success stories, testimonials, and proof points to support both client expansion and new client acquisition
• Partner with Growth and Product Marketing to create stronger connections between client marketing and demand generation efforts
• Help FareHarbor evolve toward a more unified revenue operating model where client growth and new business growth reinforce one another
• Lead, develop, and inspire a team of 4-5 lifecycle marketers
• Establish clear priorities, operating rhythms, and accountability frameworks that improve execution and impact
• Build organizational capabilities in lifecycle strategy, client segmentation, marketing automation, journey design, and client growth marketing
• Drive strategic thinking, planning, measurement, and performance across the function
• Foster a culture of experimentation, client obsession, collaboration, and continuous improvement
• Identify areas of opportunity for process improvement based on integration of AI; lead team in adoption of AI tools and practices
• Success in This Role Looks Like:
• Increased Net Revenue Retention and expansion revenue
• Increased client engagement and product adoption across key segments
• Stronger lifecycle performance across all relevant metrics
• Growth in client advocacy, referrals, reviews, and client-generated proof points
• Increased effectiveness and scalability of lifecycle marketing programs
• Strong alignment across Marketing, Client Success, Commercial, Product, and Revenue Operations
• A client lifecycle engine that is viewed as a strategic driver of client growth and company performance