About the RoleThe Lifecycle & Digital Growth Marketing Manager owns customer lifecycle marketing programs and contributes to the digital-first buyer journey across prospect, trial, customer, and post-purchase experiences, for both product-led growth (PLG) users who discover, try, and buy through self-serve, and small businesses best served through an inside sales motion.
Programs are built for both motions, using trial and product usage to drive self-serve conversion and adoption, and surfacing high-intent small business accounts for timely inside sales follow-up.
The role focuses on improving the digital customer journey across acquisition, conversion, adoption, engagement, retention, and expansion. Working closely with Marketing, Product Marketing, Customer Success, Sales (inside sales), Revenue Operations, and Product & Engineering, the role identifies friction, supports experimentation, and helps drive improvements across the funnel.
Success is measured through the performance of programs within the role's scope and meaningful contribution to broader outcomes such as trial-to-paid conversion, digital bookings, inside sales pipeline and conversion, customer retention, and GRR. The role also supports broader marketing initiatives as business priorities evolve.
What You'll DoCustomer Lifecycle Marketing- Own the strategy and execution of lifecycle marketing programs across prospect, trial, customer, and post-purchase journeys to support conversion, product adoption, engagement, retention, and expansion, for both PLG self-serve users and small business customers.
- Own lifecycle email marketing and automation using HubSpot or similar platforms, including the development and optimization of programs for engagement, conversion, and downstream business impact.
- Own in-app lifecycle communications and notifications using Pendo or similar platforms across the customer journey, guiding self-serve users to activation and paid conversion.
- Identify customer segments and develop targeted programs based on lifecycle stage, product usage, and business size, distinguishing users best served through self-serve from small business accounts that warrant inside sales outreach.
- Define product usage and engagement signals (such as trial activity, team invites, and plan limits) that trigger either an automated lifecycle program or a handoff to inside sales, and partner with Sales on follow-up timing, messaging, and feedback.
- Partner with Campaign Operations and Data Engineering to build scalable, product-aware data and automation capabilities needed to support lifecycle programs.
- Partner with Customer Success on digital churn-mitigation programs, upsell and migration campaigns, including in-app messaging and lifecycle communications targeting at-risk segments, contributing to shared retention and GRR outcomes.
Paid Media & Acquisition- Manage the day-to-day relationship with the digital agency, partnering on the strategy and optimization of paid search, paid social, and display campaigns to drive qualified traffic and support Formstack trial and digital bookings goals, as well as broader pipeline goals across Formstack and Intellistack.
- Tailor acquisition strategy to both motions: low-friction, trial-oriented campaigns for self-serve buyers, and small business campaigns that generate qualified leads for inside sales.
- Bring a conversion-minded lens to landing page strategy, audience segmentation, and creative testing, coordinating with the Web Developer to implement and iterate on improvements.
- Collaborate with Marketing Design and Product Marketing on creative assets, positioning, messaging, and copy development that speak to individual and team users as well as small business owners and operators.
Additional Responsibilities- Own the planning and delivery of lifecycle and digital growth initiatives within the role's scope, coordinating cross-functional dependencies and providing clear visibility into priorities, progress, insights, and blockers.
- Own the performance, measurement, and ongoing optimization of programs within the role's scope, translating data into clear insights and recommended actions, and partnering with Revenue Operations on deeper funnel, attribution, pipeline, bookings, and retention reporting across self-serve and inside sales motions.
- Support broader digital marketing priorities, including SEO and content strategy, organic search improvements, website optimization and experimentation, and AI-powered conversational and conversion tools, as business needs evolve.
What We're Looking For- 7+ years of B2B marketing experience, with significant experience in customer lifecycle marketing, digital marketing, paid media, or related disciplines.
- Experience marketing to small businesses and to self-serve, product-led audiences, ideally within a PLG or freemium/free-trial SaaS model.
- Familiarity with inside sales motions, including lead qualification, handoff, and working with Sales to improve follow-up and conversion on small business leads.
- Hands-on experience with marketing strategy and execution, customer engagement, testing, and analytics.
- Strong understanding of customer segmentation, product usage data, behavior-based marketing, and lifecycle strategy.
- Strong analytical skills, with the ability to translate data into clear insights, recommendations, and measurable program improvements.
- Demonstrated ability to manage cross-functional marketing initiatives from strategy through execution and measurement.
- Demonstrated ability to operate independently as a senior individual contributor and drive outcomes through cross-functional influence and collaboration.
- Strong written communication, organization, adaptability, and project management skills.
- Experience with AI-powered marketing tools and a willingness to develop skills as technologies
Location: - Denver-preferred, open to remote for the right candidate
Salary Range:- $100,000-$105,000 (USD) per year + bonus up to 5% of base salary
