Lifecycle Marketing Manager

SG Talent; Austin (TX); Hybrid; USD 75,000 - 110,000; Full time

Job summary

SG Talent is partnering with a growing B2B technology company to hire a Lifecycle Marketing Manager focused on driving expansion revenue from an established customer base. You’ll own cross-sell, upsell, and expansion initiatives, building programs that turn single-product customers into multi-product relationships.

This hybrid role is based in Austin, Texas, requires 2+ years in lifecycle/expansion marketing, and involves collaborating with sales to optimize progression through funnel stages.

Qualifications

• 2+ years in lifecycle marketing, customer marketing, or expansion marketing.
• Experience building cross-sell, upsell programs within existing customers.
• Strong understanding of B2B funnels and lifecycle stages.
• Experience collaborating with sales, account management or customer success teams.
• ABM within existing customer base is a nice-to-have.

Responsibilities

• Own lifecycle-sourced expansion pipeline across existing customer accounts.
• Build cross-sell and upsell strategies based on segmentation and product ownership.
• Develop nurture journeys, sequencing, offers and timing to move existing customers toward new opportunities.
• Improve progression through the funnel from MQL to SAL to SQL.
• Partner with marketing operations and sales to establish routing rules and nurture frameworks.
• Run account-based marketing programs to identify whitespace and new buying opportunities within existing accounts.
• Work with account managers and sales leaders to engage additional buying committees.
• Own conversion rate optimization and stage-velocity improvements across the lifecycle funnel.
• Manage nurture architecture, scoring models and customer segmentation standards.
• Help maintain list and account-data governance.
• Coordinate references and case studies with brand and content teams.
• Report on lifecycle-sourced pipeline, funnel conversion and expansion performance.

Skills

Lifecycle marketing

Customer marketing

Expansion marketing

Cross-sell

Upsell

HubSpot

Salesforce

B2B SaaS

Account-based marketing

Tools

HubSpot

Salesforce

Job description

SG Talent is partnering with a growing B2B technology company to hire a Lifecycle Marketing Manager focused on driving expansion revenue from an established customer base.

This is a commercially focused lifecycle role built around cross-sell, upsell, funnel progression and expansion pipeline.

It is not an email-production or marketing-automation position.

You’ll work closely with sales and account management to identify growth opportunities within existing customers, improve progression through the funnel and build programs that convert single-product customers into broader, multi-product relationships.

What You'll Own

• Own lifecycle-sourced expansion pipeline across existing customer accounts
• Build and execute cross-sell and upsell strategies based on customer segmentation, account tiering and product ownership
• Develop nurture journeys, sequencing, offers and timing designed to move existing customers toward new opportunities
• Improve progression through the funnel from marketing-qualified through sales-accepted and sales-qualified stages
• Partner with marketing operations and sales to establish clear routing rules, handoff processes and nurture frameworks
• Run account-based marketing programs focused on identifying whitespace and new buying opportunities within existing accounts
• Work closely with account managers and sales leaders to identify and engage additional buying committees
• Own conversion rate optimization and stage-velocity improvements across the lifecycle funnel
• Manage nurture architecture, scoring models and customer segmentation standards
• Help maintain strong list and account-data governance
• Coordinate customer references and case study opportunities with brand and content teams
• Report on lifecycle-sourced pipeline, funnel conversion and expansion performance

What We're Looking For

• At least 2+ years of hands-on experience specifically in lifecycle marketing, customer marketing or expansion marketing
• Experience building programs focused on cross-sell, upsell and customer expansion
• A strong understanding of B2B funnels, lifecycle stages and lead/account progression
• Experience working closely with sales, account management or customer success teams
• Comfortable owning a pipeline target or being directly accountable for commercial outcomes
• Experience marketing a multi-product B2B SaaS or technology platform
• Strong working knowledge of HubSpot and Salesforce
• Confidence working directly with senior sales and account-management stakeholders
• Comfortable negotiating ownership, handoffs and engagement rules with account teamsl
• Strong analytical skills and an ability to connect lifecycle activity to pipeline and revenue
• Austin-based and comfortable working in a hybrid environment

Nice to Have

• Experience running account-based marketing programs within an existing customer base
• Experience working with account-level data across multiple CRM environments
• Exposure to CRM migrations, consolidation or data-cleanup projects
• Experience within fintech, financial services, compliance or another regulated B2B market

The marketing team actively incorporates AI into its day-to-day workflows.

This includes customer segmentation, cohort analysis, nurture development, campaign copy and research into additional buying committees within existing accounts.

We’re particularly interested in candidates who are already comfortable using tools such as Claude, ChatGPT or HubSpot’s native AI capabilities to improve the quality and speed of their work.

What Success Looks Like

Success in this role will be measured by the commercial impact of lifecycle marketing.

You’ll help create a predictable expansion engine that generates measurable pipeline from existing customers, improves conversion between lifecycle stages and increases the number of customers expanding from one product into multiple solutions.

Over time, account teams should see lifecycle marketing as a strategic partner that helps identify new opportunities, warm additional stakeholders and create coverage within accounts they may not be reaching themselves.

Location

This position is based in Austin, Texas and operates on a hybrid working model (Tues-Thurs).