Senior Marketing Manager, Lifecycle Marketing & Audience Strategy

Job Summary

BWE is seeking a results-driven marketing professional to design, optimize, and manage B2B lifecycle marketing programs and audience segmentation strategies across the end-to-end client experience.

Audience strategy & lifecycle marketing

• Develop data-informed audience segmentation and targeting strategies to support personalized, multi-channel client journeys across email, web, and other digital touchpoints.
• Collaborate with Digital Enablement and business stakeholders to map, analyze, and optimize client touchpoints to create seamless, personalized, and value-driven experiences, consistently advocating for the client perspective to drive more business to BWE.

Business intelligence advocacy

• Partner with analytics teams to identify, prioritize, and champion data needs that enhance segmentation, reporting, and performance measurement.

Retargeting & personalization

• Develop and execute campaigns that re-engage clients using behavioral, demographic, lifecycle and other data to deliver relevant, meaningful interactions.

Direct marketing & automation

• Lead strategy, execution, and optimization of email and direct marketing programs, including evaluating and implementing a new email platform and partnering with Digital Enablement to improve targeting, deliverability, and engagement.

Performance analysis

• Track, analyze, and report on campaign and journey effectiveness, applying insights to continuously improve both business outcomes and client experiences.

Qualifications & Strengths

• 7–10 years of experience in lifecycle marketing, marketing automation, CRM systems, campaign management, and/or customer journey strategy within a B2B environment.
• Demonstrated experience developing audience segmentation and targeting strategies informed by client behavior, engagement data, and business insights.
• Curious problem-solver who has both the strategic mindset to create the vision and the get-it-done ability to roll up your sleeves and work cross-functionally to execute it.
• Hands-on experience executing integrated digital campaigns across channels including email, web, and paid or owned media.
• Strong understanding of email marketing best practices, deliverability, and campaign optimization.
• Experience partnering with analytics or business intelligence teams to support audience understanding, reporting, and performance measurement.
• General familiarity with and/or exposure to a broad range of marketing technology platforms, along with strong proficiency in campaign analytics and translating data into actionable insights; experience with tools such as Marketo, HubSpot, Salesforce Marketing Cloud, Google Analytics 4, Adobe Analytics, Power BI, Tableau, or similar platforms is a plus.
• Strong collaboration skills with the ability to work effectively across technical, creative, and business teams.
• Strategic thinker with a hands-on, execution-focused mindset and a strong curiosity for data, audience behavior, and continuous optimization.