Lifecycle Marketing Manager

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

Location: Dublin, Ireland (Hybrid - 1 day per week in the office) Position Summary: Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle marketing programs. The role is accountable for how customers are engaged from the point of purchase through onboarding, activation, adoption, retention, and expansion, and for translating that lifecycle into a coordinated program of cross-channel communications with measurable business impact. Working across Product Marketing, Product, Customer Success, Sales, Marketing Operations, and Analytics, you will define lifecycle journeys and audience segmentation, and build and maintain the programs that deliver them. The position calls for equal fluency in program strategy, marketing automation, and performance analysis.

Responsibilities:

• Lifecycle Strategy and Program Ownership Own the customer lifecycle marketing roadmap spanning onboarding, activation, adoption, engagement, retention, renewal, cross-sell, and win-back.
• Map customer journeys by persona, lifecycle stage, and product usage, identifying the moments where marketing intervention changes outcomes.
• Define the contact strategy and communication governance that determine cadence, channel priority, and message hierarchy across the customer base.
• Develop segmentation and personalization frameworks grounded in behavioral, firmographic, and product usage data.
• Translate business objectives for adoption, retention, and expansion into program-level goals, forecasts, and reporting commitments.
• Cross-Channel Program Execution Build and maintain automated customer journeys, nurture streams, and triggered campaigns in Marketo.
• Coordinate lifecycle messaging across email, in-product and in-app communications, web, and paid retargeting where appropriate.
• Partner with Product Marketing and Customer Success to define messaging, offers, and content requirements for each lifecycle stage.
• Perform end-to-end quality assurance on emails, landing pages, forms, data flows, and automation logic prior to launch.
• Maintain database health, subscription preferences, suppression logic, deliverability, and compliance with regional privacy requirements.
• Measurement and Optimization Define and report the metrics that govern lifecycle performance, including engagement, activation, product adoption, retention, churn risk, expansion, and customer lifetime value.
• Build and operate a testing roadmap covering audience, offer, creative, timing, and channel.
• Analyze cohort and program performance and convert findings into a prioritized set of program changes.
• Support lifecycle scoring and customer health models in partnership with Marketing Operations and Analytics.
• Establish scalable, documented processes and standards for lifecycle marketing across regions.

Qualifications:

• Five or more years of experience in lifecycle marketing, customer marketing, CRM marketing, or marketing automation, including ownership of programs from strategy through execution.
• Demonstrated experience designing and operating multi-stage customer journeys tied to retention or expansion goals.
• Hands-on proficiency with Marketo, including program build, smart campaign logic, and administration.
• Strong command of segmentation, personalization, and behavioral targeting.
• Analytical fluency, including performance reporting, cohort analysis, and test design.
• Excellent project management and cross-functional communication skills.
• Bachelor’s degree in Marketing, Business, Communications, or equivalent experience.

Preferred Qualifications:

• Experience with Salesforce CRM and connected marketing data models.
• Experience in B2B SaaS, subscription, or enterprise software environments.
• Experience with in-product or in-app messaging tools.
• Experience with ON24 or another enterprise webinar platform.
• Familiarity with customer health scoring, churn modeling, or lifecycle analytics.
• Experience operating global programs across multiple regions and languages.

#LI-AK1 #LI-HYBRID

What We Offer:

• Step into a collaborative work environment where ideas flourish, and teamwork propels us forward towards shared success.
• An attractive salary and benefits package.
• Bentley Impact Day: take a day off from work to volunteer with an organization of your choice.
• Celebrate milestone achievements and moments that matter through our colleague recognition award programs and our Bentley Achievers platform.
• A commitment to inclusion, belonging and colleague wellbeing through global initiatives and resource groups.
• Be part of a company committed to making a real difference by advancing the world’s infrastructure for better quality of life, where your contributions help build a more sustainable, connected, and resilient world.
• Discover our latest user success stories for an insight into our global impact.

Who We Are:

Bentley Systems (Nasdaq: BSY) is the infrastructure engineering software company. We provide innovative software to advance the world’s infrastructure - sustaining both the global economy and environment. Our industry-leading software solutions are used by professionals, and organizations of every size, for the design, construction, and operations of roads and bridges, rail and transit, water and wastewater, public works and utilities, buildings and campuses, mining, and industrial facilities. Our offerings, powered by the iTwin Platform for infrastructure digital twins, include MicroStation and Bentley Open applications for modeling and simulation, Seequent’s software for geoprofessionals, and Bentley Infrastructure Cloud encompassing ProjectWise for project delivery, SYNCHRO for construction management, and AssetWise for asset operations. Bentley Systems’ 5,200 colleagues generate annual revenues of more than $1 billion in 194 countries.

Equal Opportunity Employer:

Bentley is proud to be an equal opportunity employer and considers for employment all qualified applicants without regard to race, color, gender/gender identity, sexual orientation, disability, marital status, religion/belief, national origin, caste, age, or any other characteristic protected by local law or unrelated to job qualifications. At Bentley, you'll help shape the future of infrastructure with innovative solutions, a global impact, and a culture that values growth, collaboration, and sustainability.

Bentley Systems (Nasdaq: BSY) is the infrastructure engineering software company. We provide innovative software to advance the world’s infrastructure - sustaining both the global economy and environment. Our industry-leading software solutions are used by professionals, and organizations of every size, for the design, construction, and operations of roads and bridges, rail and transit, water and wastewater, public works and utilities, buildings and campuses, mining, and industrial facilities. Our offerings, powered by the iTwin Platform for infrastructure digital twins, include MicroStation and Bentley Open applications for modeling and simulation, Seequent’s software for geoprofessionals, and Bentley Infrastructure Cloud encompassing ProjectWise for project delivery, SYNCHRO for construction management, and AssetWise for asset operations. Bentley Systems’ 5,200 colleagues generate annual revenues of more than $1 billion in 194 countries.