Note: The job is a remote job and is open to candidates in USA. Avalara is an AI-first company that focuses on building a cloud compliance platform. They are seeking a Senior Lifecycle Marketing Manager to develop and optimize lifecycle marketing programs aimed at enhancing customer engagement and driving growth through AI and automation.
Responsibilities
- 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
- 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
- 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
- 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
Skills
- 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
- Experience using AI and AI-related technologies, ready to thrive in an AI-first company
Benefits
- Paid time off
- Paid parental leave
- Many Avalara employees are eligible for bonuses
- Benefits vary by location but generally include private medical, life, and disability insurance
- Total of 8 employee-run resource groups, each with senior leadership and exec sponsorship
Company Overview
Company H1B Sponsorship