Lifecycle Marketing Architect (Onboarding to Expansion)

BENTLEY SYSTEMS, INC.; Dublin; On-site; EUR 70,000 - 100,000; Full time

Job summary

BENTLEY SYSTEMS, INC. is seeking a Lifecycle Marketing Manager to own the strategy, execution, and measurement of customer lifecycle programs from onboarding to expansion.

You will define journeys, audience segmentation and build cross-channel campaigns across email, in-product, web and retargeting. You will work with Product Marketing, Product, Customer Success, Sales, Marketing Operations and Analytics to ensure scalable, data-driven programs that drive adoption, retention and revenue growth

Qualifications

• Five or more years of lifecycle marketing, customer marketing, CRM marketing, or marketing automation ownership.
• Experience designing multi-stage journeys linked to retention or expansion goals.
• Hands-on proficiency with Marketo including program build and smart campaigns.
• Strong segmentation, personalization and behavioural targeting.
• Analytical fluency with performance reporting, cohort analysis and test design.

Responsibilities

• Own the customer lifecycle marketing roadmap across onboarding, activation, adoption, engagement, retention, renewal, cross-sell and win-back.
• Map customer journeys by persona, lifecycle stage and product usage to identify moments of impact.
• Define contact strategy and governance for cadence, channels and message hierarchy.
• Develop segmentation and personalization frameworks using behavioral, firmographic and product data.
• Translate business objectives into program goals, forecasts and reporting commitments.
• Build and maintain automated journeys, nurture streams and triggered campaigns in Marketo.
• Coordinate lifecycle messaging across email, in-product messaging, web and paid retargeting.
• Collaborate with Product Marketing and Customer Success on messaging, offers and content needs.
• Perform QA on emails, landing pages, data flows and automation logic.
• Maintain database health, preferences, suppression logic, deliverability and privacy compliance.

Skills

Lifecycle marketing

Marketo

Segmentation

Analytics

Cross-functional collaboration

Education

Bachelor's degree in Marketing, Business, Communications, or equivalent experience

Tools

Salesforce CRM

Marketing automation platforms

Job description

BENTLEY SYSTEMS, INC. is seeking a Lifecycle Marketing Manager to own the strategy, execution, and measurement of customer lifecycle programs from onboarding to expansion.

You will define journeys, audience segmentation and build cross-channel campaigns across email, in-product, web and retargeting. You will work with Product Marketing, Product, Customer Success, Sales, Marketing Operations and Analytics to ensure scalable, data-driven programs that drive adoption, retention and revenue growth