Customer Lifecycle Marketing Manager

AvePoint; England; On-site; GBP 65,000 - 90,000; Full time

Benefits offered by this job

Bonus scheme

30 days annual leave

Company pension

Private medical insurance

Employee Referral Program

Corporate Donation Matching Program

Birthday off / Volunteering

Job summary

AvePoint seeks a Lifecycle & Retention Marketing Manager to lead post-sale lifecycle strategy from onboarding to expansion. You will activate, engage, retain, and expand AvePoint's customer network using product-led journeys and data-driven campaigns.

You will partner with Customer Success and Product Marketing to drive renewals, reactivation, and upsell opportunities, while delivering measurable KPI improvements.

Qualifications

• Minimum 5 years in lifecycle/retention marketing for B2B.
• Experience designing and scaling lifecycle programmes across delivery models.
• Strong analytical skills to translate insights into strategy.
• Familiar with post-sale journeys: onboarding, adoption, retention, expansion.

Responsibilities

• Own and scale the B2B post-sale lifecycle strategy across onboarding to expansion.
• Lead product-led growth journeys using usage signals for activation and retention.
• Design automated onboarding and adoption campaigns triggered by actions.
• Use engagement data to uncover attach opportunities and optimize lifecycle.
• Create multi-channel communications with personalised interventions at scale.
• Collaborate with Customer Success and Product Marketing on post-sale activity.
• Lead data-driven experiments (A/B testing) to refine processes.
• Establish lifecycle KPIs and report results to stakeholders.

Skills

Lifecycle marketing

Gainsight

Data analysis

Cross-functional collaboration

Tools

Gainsight

Job description

The position available is for aLifecycle & Retention Marketing Managerwho will be pivotal in devising and implementing strategies for thepost-sale lifecycle. This role focuses on activating, engaging, retaining, and expanding the network of AvePoint customers. It is of utmost importance for enhancing customer value throughout their lifecycle, from onboarding to product education, retention, reactivation, and ultimately expansion.

Key Responsibilities

The responsibilities of the role include:

• Ownership and scalingof the B2B post-sale lifecycle strategy, guiding it through the stages of onboarding, activation, adoption, retention, and expansion.
• Experience in product-led growth lifecycle: Use product-usage, intent, and health signals to trigger personalised journeys that accelerate activation, deepen adoption, identify product-qualified expansion opportunities, and improve retention.
• Designing lifecycle programs aimed at future growth, including automated onboarding processes and adoption campaigns triggered by customer actions.
• Utilizing customer engagement data to unearth attach opportunities and enhance lifecycle performance.
• Developing and refining customer communications across diverse channels such asemail,in-app messaging with personalised interventions at scale
• Collaborating closely with the Customer Success and Product Marketing to facilitate post-sale, renewal nurturing, and reactivation efforts.
• Leading data-driven experimentation and optimization efforts through methods such asA/B testingto continuously refine lifecycle processes.
• Establishing lifecycle KPIs and routinely reporting on results to stakeholders, ensuring transparency and accountability in customer satisfaction metrics.

Key Performance Indicators

Success in this role is measured through specific customer and commercial outcomes: not engagement rates alone. This includes:

• Improved onboarding completion and activation rates, reducing time to first value.
• Higher adoption of priority features and repeat, habitual product usage.
• A product-led lifecycle that uses behavioural, product-usage, and customer-health signals to deliver timely, personalised interventions at scale.
• Earlier identification and conversion of product-qualified growth signals, supporting upsell, cross-sell, and revenue growth.
• Reduced churn and stronger retention, renewal, GRR, and NRR outcomes.
• Robust lifecycle segmentation and trigger-based journeys that scale across customer tiers, maturity stages, and account potential.

Required Skills And Qualifications

Candidates for this role should possess:

• A minimum of5 years of experiencein lifecycle, retention, Gainsight, focusing onB2B audiences.
• Familiarity with Gainsight is a plus
• Experience designing and scaling customer lifecycle programmes across multiple delivery models; including direct, partner-led, reseller, and managed-service routes to market, while maintaining a consistent digital customer experience and clear ownership model.
• Comprehensive understanding of the post-saleB2B customer journey, including onboarding, product adoption, retention, and expansion strategies.
• Proven experience in designing lifecycle journeys using behavioural signals rather than solely relying on time-based communication.
• Strong analytical skills, facilitating the translation of customer insights into impactful marketing strategies.
• An ability to thrive in cross-functional collaboration with teams acrossProduct,Sales, andDemand Gendepartments.

Benefits We Offer

• Market-competitive compensation including bonus scheme
• Career progression and internal mobility opportunities
• 30 days of annual leave, in addition to public holidays
• GBP 1.000,00/Year towards our Tuition Reimbursement Program
• Company pension scheme
• Private medical insurance
• Employee Referral Program
• Corporate Donation Matching Program
• Maternity policy
• Company sponsored events / regular team building events
• Extra paid perk days - Birthday off, Family/Life Event Day, Volunteering...