Fractional Growth Journeys & Lifecycle Automation Marketing Lead
Gofractional, San Francisco, CA, United States
Role Overview
We are looking for a senior, hands‑on consultant to design and implement the systems that convert digital interest into bound policies.
This is not a traditional lifecycle marketing role. You will act as a growth systems architect and builder, owning how prospects and customers move from inquiry → quote → bind → renew across digital, agent, and partner‑driven experiences.
A critical part of this role is defining and operationalizing the data layer that powers these journeys—working closely with Engineering to ensure the right events, signals, and integrations are in place to trigger intelligent, automated workflows.
Key Responsibilities Audit Journeys & Data Readiness
Assess current prospect and customer journeys across digital, agent‑led, and referral flows
Evaluate the underlying data layer and event tracking that support lifecycle automation
Identify gaps in:
Event capture (e.g., quote started, quote abandoned, high‑intent signals)
Data availability and structure
Triggering logic for workflows
Define requirements for what data needs to be exposed and where
Define & Build the Data‑Driven Journey Architecture
Partner with Engineering to:
Define key events, triggers, and data schemas
Ensure behavioral and intent data is accessible in HubSpot (or equivalent)
Enable real‑time or near‑real‑time workflow triggering
Translate business needs into clear technical requirements for tracking and integrations
Ensure seamless data flow across systems (CRM, quoting platform, product)
Build & Optimize Growth Journeys (Hands‑On)
Design and implement automated workflows directly in HubSpot, including:
Lead intake, scoring, and routing
Behavioral and event‑triggered nurture, and follow‑up
Abandonment recovery (e.g., quote started, not bound)
Create multi‑channel engagement (email, SMS, alerts) driven by user behavior and intent
Ensure no loss of context across stages (no re‑keying, full visibility into user actions)
Drive Conversion & Efficiency
Improve key funnel metrics:
Lead → quote
Quote → bind
Referral → conversion
Implement lightweight experimentation frameworks to optimize timing, messaging, and workflows
Reduce manual effort and improve agent productivity (“protect licensed time”)
Establish Scalable Foundations
Define lifecycle stages, segmentation logic, and governance for workflows
Improve CRM structure, data hygiene, and automation best practices
Create a foundation for ongoing optimization and scale
What You Bring
7–10+ years in Growth, Lifecycle Marketing, Marketing Automation, or Product‑Led Growth roles
Deep, hands‑on expertise in HubSpot (required) — including complex workflows, custom properties, and integrations
Proven experience building event‑driven, automated journeys tied to behavioral data
Experience working closely with Engineering teams on data tracking, APIs, and integrations
Ability to translate between:
Business needs (conversion, lifecycle)
Technical requirements (events, schemas, data flows)
Experience in B2B or B2B2C environments with complex, multi‑step journeys
Strong bias for execution — able to diagnose and implement quickly
What Success Looks Like (First 90 Days)
Clear definition of required event tracking and data layer improvements
Key behavioral triggers (e.g., quote started, abandoned, high intent) successfully exposed and usable in HubSpot
Launch of core automated journeys (lead follow‑up, abandonment recovery, referral tracking)
Measurable lift in conversion and engagement
Reduced manual effort for agents
Regular cadence of reporting/analytics that drive data‑based decisions
A prioritized roadmap for continued optimization
Engagement Details
15–20 hours per week to start
Initial focus on execution and quick wins
Opportunity to expand scope based on impact
Reports into CMO; works cross‑functionally with Product, Engineering, Sales, and RevOps
Who This Role Is For Someone who has built growth systems powered by real data—not just campaigns. You’re comfortable working in HubSpot, defining event tracking with engineers, and shipping workflows that drive real business outcomes
#J-18808-Ljbffr
This is not a traditional lifecycle marketing role. You will act as a growth systems architect and builder, owning how prospects and customers move from inquiry → quote → bind → renew across digital, agent, and partner‑driven experiences.
A critical part of this role is defining and operationalizing the data layer that powers these journeys—working closely with Engineering to ensure the right events, signals, and integrations are in place to trigger intelligent, automated workflows.
Key Responsibilities Audit Journeys & Data Readiness
Assess current prospect and customer journeys across digital, agent‑led, and referral flows
Evaluate the underlying data layer and event tracking that support lifecycle automation
Identify gaps in:
Event capture (e.g., quote started, quote abandoned, high‑intent signals)
Data availability and structure
Triggering logic for workflows
Define requirements for what data needs to be exposed and where
Define & Build the Data‑Driven Journey Architecture
Partner with Engineering to:
Define key events, triggers, and data schemas
Ensure behavioral and intent data is accessible in HubSpot (or equivalent)
Enable real‑time or near‑real‑time workflow triggering
Translate business needs into clear technical requirements for tracking and integrations
Ensure seamless data flow across systems (CRM, quoting platform, product)
Build & Optimize Growth Journeys (Hands‑On)
Design and implement automated workflows directly in HubSpot, including:
Lead intake, scoring, and routing
Behavioral and event‑triggered nurture, and follow‑up
Abandonment recovery (e.g., quote started, not bound)
Create multi‑channel engagement (email, SMS, alerts) driven by user behavior and intent
Ensure no loss of context across stages (no re‑keying, full visibility into user actions)
Drive Conversion & Efficiency
Improve key funnel metrics:
Lead → quote
Quote → bind
Referral → conversion
Implement lightweight experimentation frameworks to optimize timing, messaging, and workflows
Reduce manual effort and improve agent productivity (“protect licensed time”)
Establish Scalable Foundations
Define lifecycle stages, segmentation logic, and governance for workflows
Improve CRM structure, data hygiene, and automation best practices
Create a foundation for ongoing optimization and scale
What You Bring
7–10+ years in Growth, Lifecycle Marketing, Marketing Automation, or Product‑Led Growth roles
Deep, hands‑on expertise in HubSpot (required) — including complex workflows, custom properties, and integrations
Proven experience building event‑driven, automated journeys tied to behavioral data
Experience working closely with Engineering teams on data tracking, APIs, and integrations
Ability to translate between:
Business needs (conversion, lifecycle)
Technical requirements (events, schemas, data flows)
Experience in B2B or B2B2C environments with complex, multi‑step journeys
Strong bias for execution — able to diagnose and implement quickly
What Success Looks Like (First 90 Days)
Clear definition of required event tracking and data layer improvements
Key behavioral triggers (e.g., quote started, abandoned, high intent) successfully exposed and usable in HubSpot
Launch of core automated journeys (lead follow‑up, abandonment recovery, referral tracking)
Measurable lift in conversion and engagement
Reduced manual effort for agents
Regular cadence of reporting/analytics that drive data‑based decisions
A prioritized roadmap for continued optimization
Engagement Details
15–20 hours per week to start
Initial focus on execution and quick wins
Opportunity to expand scope based on impact
Reports into CMO; works cross‑functionally with Product, Engineering, Sales, and RevOps
Who This Role Is For Someone who has built growth systems powered by real data—not just campaigns. You’re comfortable working in HubSpot, defining event tracking with engineers, and shipping workflows that drive real business outcomes
#J-18808-Ljbffr