Lifecycle Marketing Lead: Activation, Retention & Expansion

2103 Bentley Systems International Limited; Dublin; Hybrid; EUR 70,000 - 100,000; Full time

Benefits offered by this job

Bentley Impact Day

Recognition programs

Wellbeing initiatives

Job summary

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle programs from onboarding to expansion. You will design journeys, segmentation, and cross-channel campaigns across email, in-product messages, and web to drive engagement and revenue.

Working with Product Marketing, Product, Customer Success, Sales, and Analytics, you will translate objectives into measurable programs, establish governance, and optimize outcomes with

Qualifications

• Five or more years of lifecycle marketing experience.
• Design and operate multi-stage customer journeys tied to retention or expansion goals.
• Hands-on proficiency with Marketo, including program build and smart campaign logic.
• Strong command of segmentation, personalization, and behavioral targeting.
• Analytical fluency with performance reporting, cohort analysis, and test design.
• Excellent project management and cross-functional communication skills.

Responsibilities

• Own the customer lifecycle marketing roadmap spanning onboarding to win-back.
• Map journeys by persona, lifecycle stage, and product usage to define intervention moments.
• Define contact strategy and governance for cadence, channels, and message hierarchy.
• Develop segmentation and personalization frameworks from behavioral and product usage data.
• Translate business objectives into program goals, forecasts, and reporting commitments.
• Build and maintain automated journeys, nurture streams, and triggered campaigns in Marketo.

Skills

Lifecycle marketing

Segmentation

Data analysis

Cross-functional collaboration

Marketing automation

Education

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

Tools

Marketo

Salesforce CRM

Job description

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle programs from onboarding to expansion. You will design journeys, segmentation, and cross-channel campaigns across email, in-product messages, and web to drive engagement and revenue.

Working with Product Marketing, Product, Customer Success, Sales, and Analytics, you will translate objectives into measurable programs, establish governance, and optimize outcomes with