Lifecycle Marketing Manager

Bentley Systems International Limited; Dublin; Hybrid; EUR 90,000 - 120,000; Full time

Job summary

Bentley Systems seeks a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle programs from purchase through onboarding and expansion.

You will define journeys and segmentation, coordinating with Product Marketing, Product, Customer Success, Sales, and Analytics, leveraging Marketo-driven automation for measurable business impact.

Qualifications

• Five+ years of experience in lifecycle marketing, customer marketing, CRM marketing, or marketing automation, including ownership of programs from strategy through execution.
• Experience designing multi-stage customer journeys tied to retention or expansion goals.
• Hands-on proficiency with Marketo, including program build, smart campaign logic, and administration.
• Strong segmentation, personalization, and behavioral targeting.
• Analytical fluency with 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.

Responsibilities

• Own the customer lifecycle marketing roadmap from onboarding to win-back and expansion.
• Map journeys by persona, lifecycle stage, and product usage.
• Define contact strategy and governance across cadence, channel priority, and message hierarchy.
• Develop segmentation and personalization frameworks from behavioral, firmographic, and product data.
• Translate objectives into program-level goals, forecasts, and reporting commitments.
• Build and maintain automated journeys, nurture streams, and campaigns in Marketo.
• Coordinate lifecycle messaging across email, in-product/in-app communications, web, and retargeting.
• Partner with Product Marketing and Customer Success on messaging and content requirements.
• QA emails, landing pages, forms, data flows, and automation logic before launch.
• Maintain database health, subscription preferences, suppression logic, and compliance with privacy laws.
• Define metrics for lifecycle performance and report on engagement, adoption, retention, churn risk, and CLV.
• Build a testing roadmap for audience, offer, creative, timing, and channel.
• Analyze cohort and program performance to drive changes.
• Support lifecycle scoring and customer health models with Marketing Operations and Analytics.
• Establish scalable lifecycle processes across regions.

Skills

Lifecycle marketing

Marketing automation

Customer segmentation

Cross-functional collaboration

Project management

Data-driven decision making

Education

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

Tools

Marketo

Salesforce CRM

ON24

Job description

Location: Dublin, Ireland (Hybrid) 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.

What We Offer:

• An attractive salary and benefits package.
• A commitment to inclusion, belonging and colleague wellbeing through global initiatives and resource groups.
• 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.

About Bentley Systems: Around the world, infrastructure professionals rely on software from Bentley Systems to help them design, build, and operate better and more resilient infrastructure for transportation, water, energy, cities, and more. Founded in 1984 by engineers for engineers, Bentley is the partner of choice for engineering firms and owner-operators worldwide, with software that spans engineering disciplines, industry sectors, and all phases of the infrastructure lifecycle. Through our digital twin solutions, we help infrastructure professionals unlock the value of their data to transform project delivery and asset performance.

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.