Senior Manager, Lifecycle Marketing

The role

This leader will build, run, and optimize lifecycle programs to drive customer engagement, adoption, retention, expansion, and cross-sell growth. They will turn lifecycle strategy into automated customer journeys and own their day-to-day performance.

What you will do

• Build and manage lifecycle programs across conversion, onboarding, activation, adoption, retention, renewal support and cross-sell.
• Design customer journeys that align messaging, offers, channels and timing to customer needs and business priorities.
• Translate key lifecycle moments and customer signals into triggers, segments and journey logic.
• Launch segmented, behavior-based programs to improve engagement, product usage, retention and revenue growth.
• Work with Product Marketing, Customer Success, Sales, Revenue Operations and Analytics to plan, launch and measure programs.
• Run lifecycle-driven cross-sell programs end to end.
• Build cross-sell audiences and journeys using customer behavior, product usage, firmographic data, lifecycle stage and propensity signals.
• Coordinate with Sales and Customer Success on cross-sell handoff points, enablement materials and follow-up processes.
• Implement AI-powered workflows, automation and personalization across lifecycle programs.
• Maintain lifecycle dashboards and reporting tied to engagement, adoption, retention, expansion and revenue.

Required qualifications

• 10+ years of experience in lifecycle marketing, customer marketing, growth marketing, CRM marketing, marketing automation or related roles.
• 2+ years of experience managing people or leading lifecycle, CRM or marketing automation programs.
• Hands-on experience running cross-sell, expansion, upsell or customer growth programs with measurable results.
• Strong technical skills in marketing automation, journey orchestration, segmentation, campaign operations and personalization.
• Advanced, hands-on proficiency in Marketo or a similar platform.
• Experience building complex automated journeys using behavioral triggers, customer attributes, lifecycle stages, scoring, suppression logic and dynamic content.
• Solid understanding of customer lifecycle management, retention, adoption, engagement, renewal support and expansion motions.
• Experience using data to build audiences, measure performance and optimize campaigns.
• Familiarity with CRM, CDP, product analytics, web analytics and data warehouse environments such as Salesforce, Snowflake, BigQuery or similar.
• Experience applying AI, predictive analytics, personalization or experimentation in marketing programs.

Nice to have

• Experience in B2B SaaS, technology, or fintech
• Experience supporting product-led, sales-led or hybrid go-to-market motions.
• Knowledge of customer segmentation, propensity modeling, lead scoring, product usage signals, customer health scoring and revenue attribution.
• Experience with AI-enabled marketing tools, generative AI workflows, decisioning engines or predictive recommendation models.
• Working knowledge of SQL, no-code data tools or modern data stack concepts.
• Strong understanding of privacy, consent, deliverability and compliance requirements for customer communications.
• Bachelor's degree in marketing, business, analytics or a related field, or equivalent practical experience.

Benefits

• Cash compensation (overtime, bonus/commissions if eligible)
• Equity
• Benefits

About the company

Toast creates technology to help restaurants and local businesses succeed in a digital world. They are building a Customer Marketing team to create meaningful connections with the restaurant and retail operators they serve.