Principal Lifecycle Marketing

CrowdRiff; Toronto; On-site; CAD 110,000 - 160,000; Full time

Benefits offered by this job

Home Office Bonus

Travel Research Program

Health and Dental Benefits

Parental Leave

Summer Hours

Learning & Development

Job summary

CrowdRiff Inc. is seeking a senior lifecycle marketer to own always-on programs across onboarding, activation, expansion and renewal for global travel brands. You’ll map journeys, define cohorts, score accounts, and continuously test and optimize performance.

You’ll work with tools like Claude and our connected CRM and data warehouse to automate workflows and inform strategy. You’ll lead plays for expansions (Planner, Creators, UGC, DAM), align with GTM engineers, and tailor messaging by market

Qualifications

• 8+ years in B2B SaaS marketing, with at least 3 in lifecycle, customer or growth marketing.
• Experience running always-on lifecycle programs that drive activation, expansion or retention.
• Hands-on use of AI to automate workflows in marketing.
• Strong creative judgment for formats, channels and communications that resonate.
• Experience building segmentation, cohorts and account scoring models.

Responsibilities

• Map the customer path from onboarding through adoption, expansion and renewal across products and markets.
• Define moments that matter in the customer journey and the triggers that start each touch.
• Lead lifecycle programs to activate new customers and drive expansion and renewal.
• Run programs that move expansion pipelines to closed deals.
• Build plays for expansion paths (Planner, Creators, UGC, DAM) with pricing and examples.
• Report activation, expansion pipeline, retention, and nurture conversions; recommend changes.
• Use AI to automate manual steps in lifecycle programs with the GTM engineer.

Job description

• CrowdRiff powers travel brands with the content and insights that inspire travelers to see the world differently and explore sustainably. We bring the workflows and infrastructure to source, manage, produce, organize, and plan content in one connected ecosystem, eliminating the complexity of disparate tools, scattered assets, manual tagging, and rights management. This gives travel marketers the foundation to focus less on managing content and more on inspiring discovery, engaging travelers, and driving bookings. We’re excited to be on this journey with a team that inspires us, and customers who partner with us to make travel an incredible experience today, and for future generations
• With a full suite of solutions, we need a connected lifecycle marketing approach that delivers the right message at the right moment to drive new logo, onboarding, adoption, cross-product engagement, expansion, and renewal
• You’ll own the end-to-end journey for prospects and customers, building the always-on programs that determine who hears what, when, and through which channel. You’ll map journeys, define customer cohorts, score accounts, and continuously test and improve performance. You’re a builder at heart, using tools like Claude and our connected CRM and data warehouse to independently build and optimize programs, with support from our GTM Engineer and teammates when you need it
• You’re a curious, growth-minded self-starter with excellent creative judgment. You know how to understand customers’ needs at critical moments and connect them with the right CrowdRiff solution to turn opportunity into action
• Map the customer path from onboarding through adoption, expansion and renewal across all products, and the prospect path from first touch to SAO for prospects and win-back
• Define the moments that matter in the customer journey from adoption to expansion/renewal. Define the cohorts the team works from, what each moment leads to next, and the triggers that start each touch, written as requirements for the GTM engineer
• Score accounts on fit and intent. The scores feed target account strategy and sales target accounts
• Decide what each cohort hears, through which channel and when: email, in-product, website, webinars, community or AM conversation. Audit our current formats and channels and expand them where we can reach and engage customers better. Adapt the story by market (across North America, Australia & New Zealand), tier and new versus former customer, including a story for Europe, where there is new expansion opportunity
• Lead the programs that get new customers to value quickly, and set activation goals with Product and Support
• Run the programs that move expansion pipeline to closed deals
• Build a play for each expansion path (Planner, Creators, UGC, and DAM), with pricing and peer examples
• Report activation, expansion pipeline, retention and nurture conversion, and recommend changes
• Use AI to automate the manual steps in lifecycle programs, with the GTM engineer. You spend less time on operational plumbing and more on strategy and creative decisions about formats, channels and communications

Benefits

• Home Office Bonus
• Travel Research Program
• Health and Dental Benefits
• Parental Leave
• Summer Hours
• Learning & Development

Experience in travel, tourism or destination marketing is a plusWorking knowledge of HubSpot (or a similar platform) and Intercom, and of how product usage data drives triggers and segmentationStrong creative judgment for formats, channels and communications that make our programs stand out8+ years in B2B SaaS marketing, with at least 3 in lifecycle, customer or growth marketingA track record of always-on lifecycle programs that moved activation, expansion or retentionHands-on use of AI to automate workflowsComfort turning data into decisions, writing requirements, and briefing an engineer on what to buildExperience building segmentation, cohort and account scoring models, and turning them into triggers and journeys