Lifecycle Marketing Manager

SG Talent is partnering with a growing B2B technology company to hire a Lifecycle Marketing Manager focused on driving expansion revenue from an established customer base.

This is a commercially focused lifecycle role built around cross-sell, upsell, funnel progression and expansion pipeline .

It is not an email-production or marketing-automation position.

You’ll work closely with sales and account management to identify growth opportunities within existing customers, improve progression through the funnel and build programs that convert single-product customers into broader, multi-product relationships.

What You'll Own

Own lifecycle-sourced expansion pipeline across existing customer accounts

Build and execute cross-sell and upsell strategies based on customer segmentation, account tiering and product ownership

Develop nurture journeys, sequencing, offers and timing designed to move existing customers toward new opportunities

Improve progression through the funnel from marketing-qualified through sales-accepted and sales-qualified stages

Partner with marketing operations and sales to establish clear routing rules, handoff processes and nurture frameworks

Run account-based marketing programs focused on identifying whitespace and new buying opportunities within existing accounts

Work closely with account managers and sales leaders to identify and engage additional buying committees

Own conversion rate optimization and stage-velocity improvements across the lifecycle funnel

Manage nurture architecture, scoring models and customer segmentation standards

Help maintain strong list and account-data governance

Coordinate customer references and case study opportunities with brand and content teams

Report on lifecycle-sourced pipeline, funnel conversion and expansion performance

What We're Looking For

At least 2+ years of hands-on experience specifically in lifecycle marketing, customer marketing or expansion marketing

Experience building programs focused on cross-sell, upsell and customer expansion

A strong understanding of B2B funnels, lifecycle stages and lead/account progression

Experience working closely with sales, account management or customer success teams

Comfortable owning a pipeline target or being directly accountable for commercial outcomes

Experience marketing a multi-product B2B SaaS or technology platform

Strong working knowledge of HubSpot and Salesforce

Confidence working directly with senior sales and account-management stakeholders

Comfortable negotiating ownership, handoffs and engagement rules with account teamsl

Strong analytical skills and an ability to connect lifecycle activity to pipeline and revenue

Austin-based and comfortable working in a hybrid environment

Nice to Have

Experience running account-based marketing programs within an existing customer base

Experience working with account-level data across multiple CRM environments

Exposure to CRM migrations, consolidation or data-cleanup projects

Experience within fintech, financial services, compliance or another regulated B2B market

The marketing team actively incorporates AI into its day-to-day workflows.

This includes customer segmentation, cohort analysis, nurture development, campaign copy and research into additional buying committees within existing accounts.

We’re particularly interested in candidates who are already comfortable using tools such as Claude, ChatGPT or HubSpot’s native AI capabilities to improve the quality and speed of their work.

What Success Looks Like
Success in this role will be measured by the commercial impact of lifecycle marketing.

You’ll help create a predictable expansion engine that generates measurable pipeline from existing customers, improves conversion between lifecycle stages and increases the number of customers expanding from one product into multiple solutions.

Over time, account teams should see lifecycle marketing as a strategic partner that helps identify new opportunities, warm additional stakeholders and create coverage within accounts they may not be reaching themselves.

Location
This position is based in Austin, Texas and operates on a hybrid working model (Tues-Thurs).

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