Senior Lifecycle Marketing Manager

About The Role

Drive lifecycle marketing end to end across G2's marketplaces (Capterra, Software Advice, and GetApp) — owning audience, segmentation, and messaging strategy and running AI-assisted, cross-channel campaigns (email, SMS, paid social) that grow engagement and retention. Lead and develop the lifecycle team, set the operating cadence, and drive outcomes through experimentation and influence with senior stakeholders.

In This Role, You Will:

• Lifecycle Strategy & Execution (35%)

  • Own and drive end-to-end lifecycle programs for both software buyers and reviewers — driving engagement, retention, and advocacy across every stage of the journey.
  • Design and optimize onboarding, nurture, and reactivation campaigns across email and SMS, using segmentation and personalization to deliver relevant experiences at scale.
  • Own the full workflow: ideation, build, QA, launch, and ongoing optimization for marketing automation across channels.
  • Apply AI tools across the lifecycle workflow, from content generation to segmentation and journey automation, to increase program speed and scale.

• Data-Driven Insights & Experimentation (25%)

  • Own the lifecycle metrics that matter: engagement, retention, LTV and stay accountable for moving them, not just measuring them.
  • Read user behavior, campaign performance, and cohort trends to decide where the biggest opportunities are and what to do next.
  • Drive the experimentation roadmap: sizing bets by impact and effort, prioritizing ruthlessly, and deciding what to kill, scale, or double down on based on results.
  • Partner with Analytics, Product, and Advisor/Advocate teams to pressure-test the strategy and keep it aligned to business goals.

• Strategy & Team Management (30%)

  • Lead and develop the lifecycle team, setting the operating cadence and process for how work is prioritized, built, launched, and measured.
  • Identify opportunities for efficiency across the lifecycle workflow — streamlining production, QA, and reporting so the team ships more, faster.
  • Own the lifecycle segmentation framework across buyers and reviewers — cohorts, lifecycle-stage triggers, and the messaging, copy, and email template strategy that AI and the team execute against; partner with Content on editorial themes.
  • Set how lifecycle work gets prioritized, built, launched, and measured, and drive alignment with senior stakeholders through influence and results.
  • Drive innovation in lifecycle, coaching the team to test new approaches, channels, and AI-assisted solutions that raise the bar on impact.
  • Stay ahead of lifecycle, email, SMS, and AI trends, and own email/SMS best practices, deliverability, data integrity, and compliance.

• Cross-Channel Execution (10%)

  • Aim to own SMS end to end and coordinate with paid social — aligning messaging and timing across email, SMS, and paid social into one coherent experience, not siloed touches.
  • Partner with Product, Content, CRO, and Engineering to keep experiences and supporting landing pages seamless.