VP, Customer Lifecycle Marketing

Blue Yonder, a global leader in supply chain management, is seeking a Vice President of Lifecycle Marketing to design and lead a new, cohesive function responsible for customer communications across their entire journey.

About the role

This role will consolidate fragmented customer-facing marketing activities into a single, unified function, building a consistent, AI-powered approach to broadcast communications, lifecycle campaigns, and cross-sell/upsell programs. It is a marketing and communications leadership role focused on scaled, coordinated engagement across every customer touchpoint, including in-product/platform engagement and the customer portal.

The VP will partner closely with the Revenue Marketing (Demand Generation) team, leveraging shared campaign infrastructure, creative, and marketing technology.

Responsibilities

• Build and lead a new, unified Lifecycle Marketing function, consolidating customer-marketing activities currently scattered across Marketing and other organizations into a single, cohesive team and operating model.
• Define a clear charter and framework for the complete customer lifecycle—onboarding, adoption, renewal, expansion, and advocacy—ensuring consistent ownership and messaging at every stage.
• Partner with CX, Marketing, and AS leadership to manage the organizational transition, including scoping roles, programs, and budgets moving into the new function.
• Develop governance, calendar, and approval processes to coordinate all broadcast communications (email, in-app, portal, events, campaigns) and eliminate silos.
• Build customer segmentation and journey maps to drive targeted, relevant messaging by lifecycle stage, product usage, and account tier.
• Establish Lifecycle Marketing as the connective tissue between Marketing, CX, Product, Sales, and Customer Success for scalable customer engagement.
• Partner with Sales, Customer Success, and Product to identify expansion, cross-sell, and upsell opportunities within the installed base.
• Build always-on nurture programs and targeted campaigns to surface relevant products and services at the right moment in the customer journey.
• Define and report on pipeline and revenue contribution from lifecycle and expansion campaigns in partnership with Sales Operations and Marketing Operations.
• Treat in-product messaging and the customer portal as owned, coordinated marketing channels, partnering with Product and UX teams to govern in-app announcements, banners, walkthroughs, and notifications.
• Shape the customer portal’s content and communication strategy to reinforce adoption, retention, and expansion messaging.
• Partner with the Revenue Marketing team on campaign development, creative production, and shared marketing automation infrastructure.
• Ensure lifecycle and customer campaigns integrate with the broader demand generation calendar, brand standards, and messaging architecture.
• Collaborate on shared martech capabilities—marketing automation, CDP, personalization, and analytics platforms—relevant to both new-logo and existing-customer marketing.
• Leverage AI and automation to personalize lifecycle communications at scale, using predictive signals (usage, health scores, churn risk, expansion propensity) to trigger the right message at the right time.
• Define and own KPIs for the function, including retention, net revenue retention (NRR), product adoption, engagement, and cross-sell/upsell revenue.
• Report regularly to marketing and CX leadership on program performance and business impact.

Requirements

• 10–15+ years in customer marketing, lifecycle marketing, growth marketing, and/or business development roles, including experience building or significantly scaling a function or team.
• Experience in B2B SaaS or enterprise technology; supply chain, logistics, or retail technology experience is a plus.
• Demonstrated success partnering across Marketing, Customer Success/CX, Product, and Sales, including influencing without direct authority during organizational change.
• Track record of using in-product messaging, customer portals, or similar owned digital touchpoints as active marketing channels, not just support tools.
• Strong working knowledge of marketing automation, CDPs, personalization engines, and AI-driven marketing technology.
• Ability to connect customer marketing programs to retention, expansion, and revenue outcomes.
• Bachelor’s degree in Marketing, Business, or a related field.

Skills

• Organizational design and change leadership—comfortable standing up a new function from scattered parts.
• Strong cross-functional collaboration and stakeholder management skills.
• Customer-centric, data-driven decision-making.
• Strategic vision paired with hands-on execution.
• Clear, persuasive communication and presentation skills.

Pay

The annual salary range for this position is $193,198.10 - $250,801.89 USD. The range reflects the anticipated base salary based on current national data. Minimums and maximums may vary by location. Individual salary will be commensurate with skills, experience, certifications, or other relevant factors. This role is also eligible to participate in either the annual performance bonus or commission program, determined by the nature of the position.

Benefits

• Comprehensive medical, dental, and vision coverage.
• 401K with company matching.
• Flexible time off.
• Corporate fitness program.
• Voluntary benefits, including legal plans, accident and hospital indemnity, and pet insurance.