Senior Lifecycle Marketing Specialist

About the role

Advantech's marketing team is seeking a Senior Lifecycle Marketing Specialist to advance existing marketing-qualified leads (MQLs) already in our database further down the funnel and convert them into sales-qualified leads (SQLs). This role owns the nurture cadences, AI-assisted personalization, and marketing technology that re-engage and progress leads already captured through our campaigns.

Responsibilities

• Own and execute nurture and re-engagement cadences for existing marketing campaign leads, advancing them from MQL to SQL in line with defined SLA timing.
• Monitor the existing MQL pool and proactively identify dormant or stalled leads for renewed outreach and re-scoring.
• Partner with product marketing owners to draft and refine nurture emails targeting leads already in the pipeline, with all messaging reviewed and approved before send.
• Configure, deploy, and maintain the AI chatbot on high-intent pages to re-engage returning visitors from the existing lead base and accelerate qualification.
• Build and manage Zapier workflows that keep existing lead records and engagement signals synced into Salesforce, ensuring lead data remains accurate and timely throughout the qualification process.
• Plan and run A/B tests on nurture email subject lines and content to improve open, click-through, and MQL-to-SQL conversion rates.
• Support digital nurture execution for account-based marketing (ABM) programs focused on existing target accounts already in the funnel.
• Monitor, analyze, and report on lifecycle KPIs such as MQL-to-SQL conversion rate, email engagement, and chatbot re-qualification rate.
• Research, implement, maintain, and optimize the lifecycle marketing technology stack (Salesforce Marketing Cloud, Groove, Zapier).
• Collaborate with the broader product marketing and sales teams to align lead nurture priorities with vertical focus areas.
• Document and continuously improve MQL-to-SQL nurture workflows and playbooks.
• Mentor junior team members and lead onboarding on new tools, SOPs, and lifecycle marketing best practices.

Qualifications

• Bachelor's degree in Marketing, Communications, or a related field, or equivalent combination of education and relevant experience.
• 8+ years of experience in lifecycle marketing, lead nurture, marketing automation, or demand generation, preferably in a B2B or high-tech environment.
• Hands-on experience with marketing automation platforms such as Salesforce Marketing Cloud or similar.
• Familiarity with workflow automation tools (e.g., Zapier) and CRM lead routing.
• Strong analytical skills, with the ability to interpret campaign performance data and recommend improvements.
• Excellent written communication skills, with attention to tone, accuracy, and brand voice.
• Highly organized and detail-oriented, comfortable managing multiple campaigns and deadlines simultaneously.
• Demonstrated initiative and willingness to evaluate and adopt new marketing technologies.
• Proven ability to guide cross-functional teams through new tool and SOP rollouts, with the presentation skills to report on lead-nurture performance to stakeholders.
• Experience mentoring junior team members on lifecycle marketing tools, processes, and workflows.