Senior Manager, Lifecycle Marketing

About the role

It all started when engineer Fred Luddy wrote code that automated a tedious task for his coworker, Phyllis. She cried tears of joy. That moment inspired Fred to build a company that could do that for everyone—freeing people from busywork so they could focus on meaningful work. Today, ServiceNow is the AI control tower for business reinvention. Our ServiceNow AI platform brings together any AI, any data, and any workflow— helping 85% of the Fortune 500® work smarter, faster, and better. We're building an AI-native culture where technology and talent are unstoppable together. And we're just getting started. Join us to put AI to work for people.

Execute lifecycle marketing programs and manage a team of lifecycle marketing specialists and coordinators. You will drive the day-to-day execution of customer journeys, campaigns, and engagement initiatives. This role bridges strategy and execution, translating lifecycle objectives into high-performing campaigns and owned programs.

Responsibilities

• Manage a team of lifecycle marketing professionals; provide coaching, feedback, and development guidance
• Own execution of assigned lifecycle programs (e.g., onboarding journeys, engagement campaigns, churn prevention, expansion initiatives)
• Build and maintain adaptive customer journeys using marketing automation and orchestration tools
• Partner with data and analytics teams to understand audience segments, behavioral triggers, and performance metrics
• Develop campaign briefs, manage timelines, and coordinate with creative, content, and design teams
• Execute real-time segmentation and personalization strategies; ensure audience accuracy and messaging relevance
• Design in-product engagement and feature adoption programs (in-app messaging, nudges, guidance, onboarding flows), ensuring lifecycle marketing complements and amplifies productled experiences.
• Monitor campaign performance daily; identify optimization opportunities and implement improvements
• Lead A/B testing and experimentation to improve engagement, conversion, and retention metrics
• Collaborate with Product and Customer Success teams on product adoption campaigns and retention strategies
• Provide weekly performance updates and insights to leadership; flag risks and escalate issues

Qualifications

• 5-7 years in lifecycle, email, retention, or engagement marketing, with 1-2 years in a people management role
• Demonstrated ability to manage multiple campaigns simultaneously and meet deadlines
• Hands-on proficiency with marketing automation platforms, CDP tools, and analytics dashboards
• Experience building