Customer Lifecycle Marketing Manager
At a glance
Mid-level Email Marketing role at AvePoint. London · full-time.
In listing Email Marketing salary
growthroles summary, based on the employer's posting.
What you'll do
- Own and expand the B2B post-sale lifecycle from onboarding and activation through adoption, retention, and expansion
- Build automated onboarding and adoption programs that respond to customer actions and product-use signals
- Create personalized email and in-app communications, including scaled interventions across customer groups
- Work with Customer Success and Product Marketing on renewals, post-sale engagement, and reactivation
- Run A/B tests, set lifecycle KPIs, and share customer and commercial results with stakeholders
What you bring
- At least five years in lifecycle or retention marketing for B2B audiences
- Hands-on experience scaling customer journeys across direct, partner-led, reseller, and managed-service routes
- A strong grasp of onboarding, product adoption, retention, and expansion after the sale
- You can turn customer insights and behavioral signals into lifecycle strategies and personalized journeys
- You work effectively with Product, Sales, and Demand Gen teams
Who this fits
You’ll suit this role if you connect customer behavior and product usage to onboarding, adoption, renewal, and growth programs. The work is based in London and centers on cross-functional delivery with Customer Success, Product Marketing, Product, Sales, and Demand Gen. Gainsight familiarity is helpful, while experience using it is listed as a plus.
From the employer
Customer Lifecycle Marketing Manager
The position available is for a Lifecycle & Retention Marketing Manager who will be pivotal in devising and implementing strategies for the post-sale lifecycle. This role focuses on activating, engaging, retaining, and expanding the network of AvePoint customers. It is of utmost importance for enhancing customer value throughout their lifecycle, from onboarding to product education, retention, reactivation, and ultimately expansion.
Key Responsibilities
The responsibilities of the role include:
- Ownership and scaling of the B2B post-sale lifecycle strategy, guiding it through the stages of onboarding, activation, adoption, retention, and expansion.
- Experience in product-led growth lifecycle: Use product-usage, intent, and health signals to trigger personalised journeys that accelerate activation, deepen adoption, identify product-qualified expansion opportunities, and improve retention.
- Designing lifecycle programs aimed at future growth, including automated onboarding processes and adoption campaigns triggered by customer actions.
- Utilizing customer engagement data to unearth attach opportunities and enhance lifecycle performance.
- Developing and refining customer communications across diverse channels such as email, in-app messaging with personalised interventions at scale
- Collaborating closely with the Customer Success and Product Marketing to facilitate post-sale, renewal nurturing, and reactivation efforts.
- Leading data-driven experimentation and optimization efforts through methods such as A/B testing to continuously refine lifecycle processes.
- Establishing lifecycle KPIs and routinely reporting on results to stakeholders, ensuring transparency and accountability in customer satisfaction metrics.
Key Performance Indicators
Success in this role is measured through specific customer and commercial outcomes: not engagement rates alone. This includes:
- Improved onboarding completion and activation rates, reducing time to first value.
- Higher adoption of priority features and repeat, habitual product usage.
- A product-led lifecycle that uses behavioural, product-usage, and customer-health signals to deliver timely, personalised interventions at scale.
- Earlier identification and conversion of product-qualified growth signals, supporting upsell, cross-sell, and revenue growth.
- Reduced churn and stronger retention, renewal, GRR, and NRR outcomes.
- Robust lifecycle segmentation and trigger-based journeys that scale across customer tiers, maturity stages, and account potential.
Required Skills and Qualifications
Candidates for this role should possess:
- A minimum of 5 years of experience in lifecycle, retention, Gainsight, focusing on B2B audiences.
- Familiarity with Gainsight is a plus
- Experience designing and scaling customer lifecycle programmes across multiple delivery models; including direct, partner-led, reseller, and managed-service routes to market, while maintaining a consistent digital customer experience and clear ownership model.
- Comprehensive understanding of the post-sale B2B customer journey, including onboarding, product adoption, retention, and expansion strategies.
- Proven experience in designing lifecycle journeys using behavioural signals rather than solely relying on time-based communication.
- Strong analytical skills, facilitating the translation of customer insights into impactful marketing strategies.
- An ability to thrive in cross-functional collaboration with teams across Product, Sales, and Demand Gen departments.
Benefits we offer:
- Market-competitive compensation including bonus scheme
- Career progression and internal mobility opportunities
- 30 days of annual leave, in addition to public holidays
- GBP 1.000,00/Year towards our Tuition Reimbursement Program
- Company pension scheme
- Private medical insurance
- Employee Referral Program
- Corporate Donation Matching Program
- Maternity policy
- Company sponsored events / regular team building events
- Extra paid perk days - Birthday off, Family/Life Event Day, Volunteering...
Any personal data you share with us during the application process will be processed strictly in compliance with applicable data protection laws and our Privacy Notice.
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