Lifecycle Marketing Manager: Onboard, Activate & Grow

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

Benefits offered by this job

Great team culture

Competitive salary and benefits

Inclusion & wellbeing programs

Global impact stories

Job summary

Bentley Systems seeks a Lifecycle Marketing Manager to own customer lifecycle programs from onboarding to expansion. You will map journeys, define segmentation, and govern communications across channels, collaborating with Product Marketing, Customer Success, Sales, and Analytics.

You will build automated journeys in Marketo, ensure data quality, and optimize performance with cross-functional teams. A strong background in CRM and marketing automation is essential.

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.

Responsibilities

• 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.
• 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.
• 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.

Skills

Lifecycle marketing

CRM marketing

Marketing automation

Audience segmentation

Performance analysis

Project management

Cross-functional communication

Education

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

Tools

Marketo

Salesforce CRM

ON24

Job description

Bentley Systems seeks a Lifecycle Marketing Manager to own customer lifecycle programs from onboarding to expansion. You will map journeys, define segmentation, and govern communications across channels, collaborating with Product Marketing, Customer Success, Sales, and Analytics.

You will build automated journeys in Marketo, ensure data quality, and optimize performance with cross-functional teams. A strong background in CRM and marketing automation is essential.