Lifecycle Marketing Manager

Summary

Cognito Forms is a fast-growing SaaS company that enables users to quickly build forms and form-driven business solutions without developer support. The Lifecycle Marketing Manager will own the customer journey from acquisition through retention and expansion by designing automated, data-driven, multi-channel lifecycle programs, optimizing customer engagement, and improving conversion and retention.

Responsibilities

• Own and evolve lifecycle marketing strategy across the full funnel: acquisition nurture, trial/onboarding activation, engagement, retention, and expansion/upsell
• Design, build, and optimize automated email and in-app messaging journeys that guide users toward key activation and retention milestones
• Segment our user base by behavior, plan type, and lifecycle stage to deliver relevant, timely messaging at scale
• Partner with Product, Sales, and Customer Success to identify lifecycle moments (trial start, key feature adoption, renewal, churn risk) and build programs around them
• Continuously test and iterate on messaging, timing, channels, and triggers to improve conversion, activation, and retention rates
• Define, track, and report on core lifecycle metrics (activation rate, trial-to-paid conversion, retention/churn, expansion revenue) and translate data into actionable recommendations
• Maintain a testing roadmap and bring a strong experimentation mindset to everything you ship
• Collaborate with content, design, and product marketing to ensure lifecycle messaging reflects brand voice and product positioning

Skills

• Proven track record designing and managing automated, multi-channel lifecycle campaigns (email, in-app, and beyond)
• Strong analytical skills — comfortable pulling and interpreting data to guide strategy, not just report on results
• Hands-on experience with marketing automation platforms and CRM tools
• Experience with segmentation, A/B testing, and funnel/cohort analysis
• Excellent written communication skills; you can write compelling lifecycle copy or brief others effectively
• A self-starter mentality — comfortable owning a broad mandate and prioritizing independently in a remote environment
• 3–5 years of experience in lifecycle, retention, CRM, or email marketing, ideally at a SaaS or product-led growth company
• Bonus: experience in a PLG (product-led growth) or self-serve SaaS environment

Qualifications

Must Haves

• Proven track record designing and managing automated, multi-channel lifecycle campaigns (email, in-app, and beyond)
• Strong analytical skills — comfortable pulling and interpreting data to guide strategy, not just report on results
• Hands-on experience with marketing automation platforms and CRM tools
• Experience with segmentation, A/B testing, and funnel/cohort analysis
• Excellent written communication skills; you can write compelling lifecycle copy or brief others effectively
• A self-starter mentality — comfortable owning a broad mandate and prioritizing independently in a remote environment

Nice to Haves

• 3–5 years of experience in lifecycle, retention, CRM, or email marketing, ideally at a SaaS or product-led growth company
• Bonus: experience in a PLG (product-led growth) or self-serve SaaS environment

Benefits

• Health insurance and other benefits
• 401k retirement plan with company match
• Company-paid parental leave
• Company-provided cell phone
• Paid time off
• A relaxed and flexible work environment
• A great team to work with and learn from
• Team outings and planned get-togethers