Lifecycle and Expansion Marketing Director

About The Role

Most of our growth should come from customers we already have. Today it doesn't, not because the opportunity isn't there, but because nobody owns it as a designed motion. We have a growing portfolio, a customer base that has only adopted a fraction of it, and expansion that largely happens when a customer asks.

We're looking for a Director of Lifecycle and Expansion Marketing to change that. Reporting to the VP of Growth, you'll own the post-sale marketing engine end to end — onboarding, adoption, expansion, renewal, and win-back — and you'll carry a real expansion number alongside Sales and Customer Success. This is an absolute build from the ground up, not a maintenance job. You'll design the lifecycle architecture from scratch, wire product usage and buyer-engagement data into triggered programs, and leverage our Demo Intelligence flywheel to convert deep engagement signals into high-converting expansion pipeline.

What You'll Do

• Architect and build the lifecycle strategy from scratch across the entire customer journey — onboarding, adoption, expansion, renewal, and win-back — establishing a structured motion with clear triggers, owners, and outcomes at every stage.
• Own the marketing contribution to the expansion number. Translate product usage, buyer exploration, and behavioral intent into qualified expansion pipeline across seat growth, new departments, and multi-product cross-sell.
• Build the signal layer for the installed base with RevOps. Turn adoption, usage, and engagement data into scored accounts, triggered campaigns, and a prioritized action list for CSMs and AEs.
• Own customer lifecycle communications — in-product messaging, email programs, webinars, customer education, and release communications in partnership with Product Marketing.
• Own the marketing contribution to onboarding and time-to-value, partnering with Customer Success so new customers reach real adoption fast.
• Build adoption programs that reduce churn risk, aimed at the accounts and behaviors that actually predict renewal.
• Partner with Product Marketing on packaging and use-case positioning for the installed base, and with Customer Marketing on the advocacy that healthy accounts produce.
• Partner with ABM on named-account expansion plays and with Campaigns so the customer journey and the acquisition journey don't contradict each other.
• Instrument the whole thing. Report on adoption, expansion pipeline, and retention influence with numbers you'll defend in front of the exec team.
• Build and develop the lifecycle team as the function grows.

What You'll Be Measured On

• Net Revenue Retention (NRR) Impact: Direct marketing contribution to NRR through churn reduction, gross retention improvement, and multi-product expansion.
• Demo Intelligence-Driven Expansion Pipeline: Qualified expansion pipeline and closed-won revenue directly generated by converting Demo Intelligence buyer signals into action.
• Strategic Account Adoption & Attach: Measurable lift in feature activation, multi-product attach, and usage depth across the installed base.
• Time-to-Value & Onboarding Velocity: Acceleration of time-to-value for new accounts in close partnership with Customer Success.
• Signal-to-Execution Conversion: The conversion rate and closed-won impact of triggered plays executed by CSMs and AEs based on lifecycle intelligence.

What We're Looking For

• 8+ years in B2B marketing with 3+ years leading lifecycle, customer, or expansion marketing.
• You've run a real expansion motion in a multi-product SaaS business and can point to the revenue it produced.
• Deep marketing automation and lifecycle design skill — you've built journeys with real triggers, not just newsletters on a calendar.
• Comfortable in product usage data. You can find the behaviors that predict expansion and churn and build programs around them.
• A genuine partner to Customer Success and Sales — you've earned trust with the people who own the account relationship.
• Domain fit preferred: experience marketing to pre-sales, revenue, or marketing leaders in GTM or revenue tech.
• You use AI fluently for segmentation, content production, and analysis.
• Goal and metrics oriented — you set targets, measure honestly, and tell the truth about what's working.
• Comfortable in ambiguity and speed — you can set direction and sequence the work when the motion doesn't exist yet.
• Embody a "High Standards, High Support" leadership style — driving execution with urgency while extending grace, empowering your team, and lifting those around you to win together.

Benefits

• Health & Wellness: Generous employer contribution towards health insurance with a variety of plans that include dental and vision coverage. Employer contributions to your HSA, and HSA/FSA programs to maximize tax savings.
• Retirement Ready: 401(k) plan featuring company-matching contributions.
• Family First: Paid parental leave.
• Work-Life Balance: Unlimited PTO and 12 company holidays. Birthday day off. Flex Fridays — every third Friday of the month is yours to unwind.
• Flexible Work Options: Flexible, remote environment with a top-tier WFH setup provided when you join.
• Grow with Us: Professional development program to expand your skills and advance your career.
• Give Back: Two paid volunteer days each year at a charity of your choice.

Pay

The pay range for this role is 165,000 - 175,000 USD per year (Remote, United States).