Senior Lifecycle Marketing Manager

About the Role

We are seeking a Senior Lifecycle Marketing Manager to build, launch, and optimize lifecycle marketing programs that drive customer engagement, adoption, retention, expansion, and cross-sell growth. The ideal candidate is a hands-on lifecycle marketer who can move seamlessly from strategy to execution—with strong experience building lifecycle programs and a track record of using data, automation, and customer signals to deliver measurable business impact.

This role is a US-based remote position, reporting to our Director of Growth Marketing. You will help modernize lifecycle marketing by applying AI to improve program efficiency, personalization, segmentation, and cross-sell performance. You are technically strong, operationally disciplined, and highly comfortable working with data, automation, segmentation, and personalization. You will not just brief programs for others to build; you will be the person who builds and optimizes them directly. You are energized by using AI and automation to make lifecycle marketing more efficient, scalable, and relevant to customers.

Responsibilities

• Lifecycle Program Strategy
  • Build and manage lifecycle marketing programs across onboarding, activation, adoption, retention, renewal support, expansion, and cross-sell.
  • Translate lifecycle strategy into executable campaign briefs, audience logic, journey flows, always-on email nurtures, and trigger-based programs.
  • Identify key customer moments, behaviors, and signals that indicate opportunities for engagement, adoption, renewal support, or cross-sell.
  • Develop segmented and behavior-based programs that improve customer engagement, product usage, retention, and expansion outcomes.
  • Partner with Product Marketing, Customer Success, Sales, Revenue Operations, Analytics, and Marketing Operations to align lifecycle programs with customer and revenue goals.
• Cross-Sell Program Execution
  • Build and optimize lifecycle-driven cross-sell programs, including audience selection, journey design, campaign execution, testing, and performance reporting.
  • Use customer behavior, product usage, firmographic data, lifecycle stage, customer health, and propensity signals to identify relevant cross-sell opportunities.
  • Create campaigns that support both self-serve and sales-assisted expansion motions.
  • Partner with Sales and Customer Success to support cross-sell handoffs, follow-up motions, enablement, and feedback loops.
  • Measure cross-sell program performance across engagement, conversion, pipeline influence, bookings, attach rate, and incremental revenue.
  • Recommend improvements to segmentation, messaging, offers, timing, and channel mix based on performance insights.
• AI-Enabled Lifecycle Marketing
  • Apply AI tools and workflows to improve lifecycle campaign efficiency, personalization, segmentation, content development, testing, and optimization.
  • Support the implementation of AI-enabled lifecycle use cases such as predictive audiences, propensity-based targeting, next-best-action recommendations, dynamic content, and automated insights.
  • Partner with Analytics, Product, and Marketing Operations to activate customer signals and predictive models in lifecycle programs.
  • Identify opportunities to reduce manual work through automation, templates, reusable components, and AI-assisted workflows.
• Testing, Reporting, and Optimization
  • Build and manage test-and-learn plans across messaging, subject lines, journey logic, segmentation, timing, personalization, offers, and channel mix.
  • Analyze campaign and journey performance to identify trends, gaps, and optimization opportunities.
  • Monitor lifecycle KPIs tied to engagement, activation, adoption, retention, renewal support, expansion, and cross-sell.
  • Partner with Analytics to build or improve dashboards and reporting frameworks.
  • Translate performance data into actionable recommendations for future program improvements.
  • Share insights and learnings with product, sales, customer success, and operations partners.

Requirements

• 8+ years of experience in lifecycle marketing, customer marketing, growth marketing, marketing automation, demand generation, or related roles.
• Hands-on experience building and managing lifecycle, nurture, CRM, customer engagement, or marketing automation programs.
• Proven experience building complex automated journeys using behavioral triggers, customer attributes, lifecycle stages, scoring, suppression logic, dynamic content, and personalization.
• Experience executing cross-sell, upsell, expansion, adoption, retention, or customer growth campaigns with measurable impact.
• Strong understanding of customer lifecycle management, including onboarding, activation, adoption, engagement, retention, renewal support, and expansion.
• Experience building audiences, segments, campaign logic, and performance reports using customer, product, CRM, and marketing engagement data.
• Experience using AI, predictive analytics, personalization, experimentation, or next-best-action approaches in marketing programs.
• Ability to work cross-functionally with Marketing Operations, Revenue Operations, Sales, Customer Success, Product Marketing, Analytics, Product, and Legal.
• Strong communication skills, with the ability to explain program logic, performance insights, and optimization recommendations clearly.

Avalara is an AI-first company. Success here requires embracing AI as an essential capability. You’ll bring experience using AI and AI-related technologies, ready to thrive in this environment. You’ll apply AI daily to business challenges—improving efficiency, contributing solutions, and driving results for your team, our company, and our customers. You’ll grow with AI by staying curious about new trends and best practices, and by sharing what you learn so others can benefit too.

About the Company

We’re defining the relationship between tax and tech. We’ve already built an industry-leading cloud compliance platform, processing over 54 billion customer API calls and over 6.6 million tax returns a year. Our growth is real—we're a billion-dollar business—and we’re not slowing down until we’ve achieved our mission: to be part of every transaction in the world.

We’re bright, innovative, and disruptive, like the orange we love to wear. It captures our quirky spirit and optimistic mindset. It shows off the culture we’ve designed, empowering our people to win. We’ve been different from day one. Join us, and your career will be too.

Benefits

• Total Rewards: In addition to a great compensation package, paid time off, and paid parental leave, many Avalara employees are eligible for bonuses.
• Health & Wellness: Benefits vary by location but generally include private medical, life, and disability insurance.
• Inclusive culture and diversity: Avalara strongly supports diversity, equity, and inclusion, integrating them into our business practices and organizational culture. We have 8 employee-run resource groups, each with senior leadership and executive sponsorship.