Lifecycle Marketing Leader: Strategy, Automation & Growth

BENTLEY SYSTEMS, INC.; Denver (CO); On-site; USD 120,000 - 160,000; Full time

Job summary

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle programs from onboarding through expansion. You will coordinate cross-channel communications across Email, in-product, web, and retargeting to drive adoption and retention.

You will work with Product Marketing, Product, Customer Success, Sales, Marketing Operations, and Analytics to define journeys, segmentation, and governance.

Qualifications

• Five+ years in lifecycle or CRM marketing with program ownership.
• Experience designing multi-stage journeys tied to retention or expansion goals.
• Hands-on Marketo program build and smart campaigns.
• Strong segmentation and behavioral targeting.
• Analytical fluency with performance reporting and cohort analysis.
• Excellent project management and cross-functional communication.
• Bachelor’s degree in Marketing, Business, or related field.

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 moments where marketing intervention changes outcomes.
• Define the contact strategy and communication governance across cadence, channel priority, and message hierarchy.
• 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.
• 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.

Skills

Lifecycle marketing

CRM marketing

Marketing automation

Marketo

Segmentation

Analytical skills

Cross-functional collaboration

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 through expansion. You will coordinate cross-channel communications across Email, in-product, web, and retargeting to drive adoption and retention.

You will work with Product Marketing, Product, Customer Success, Sales, Marketing Operations, and Analytics to define journeys, segmentation, and governance.