Lifecycle Marketing Manager

1000 Bentley Systems, Incorporated; Denver (CO); Hybrid; USD 110,000 - 160,000; Full time

Benefits offered by this job

Bentley Impact Day

Recognition programs

Belonging and wellbeing initiatives

Global impact stories

Job summary

Bentley Systems is seeking a Lifecycle Marketing Manager to own the strategy, execution, and performance of customer lifecycle programs. You will drive journeys from onboarding to expansion, across email, in-product, web, and paid channels, partnering with Product Marketing, Product, Customer Success, Sales, and Analytics.

The role requires fluency in program strategy, marketing automation, and performance analysis, with a hybrid work setup (Denver, CO).

Qualifications

• Five or more years of lifecycle marketing experience, including strategy to execution.
• Experience designing and operating multi-stage customer journeys tied to retention or expansion goals.
• Hands-on proficiency with Marketo and marketing automation.

Responsibilities

• Own the customer lifecycle marketing roadmap across onboarding, activation, adoption, engagement, retention, renewal, cross-sell, and win-back.
• Map journeys by persona, lifecycle stage, and product usage; define cadence and channel priority.
• Build automated journeys, nurture streams, and campaigns in Marketo; coordinate across channels.
• Ensure data quality, compliance, and regional privacy requirements.

Skills

Lifecycle marketing

Marketo

Segmentation

Personalization

Analytics

Project management

Cross-functional comms

Education

Bachelor’s degree in Marketing/Business/Communications

Tools

Marketo

Salesforce CRM

ON24

Job description

Location: Denver, CO (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.

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.

Requires sitting or standing at will while performing work on a computer (or any other physical requirements).

The role requires communication with managers, peers, and other colleagues of the company in person (on occasion), and by utilizing Microsoft Teams chat, calling, and meeting functions.

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.

Applicants must be authorized to work in the U.S. without current or future employer sponsorship.

#LI-AK1 #LI-HYBRID This is a Hybrid role.

What We Offer

• 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 an equal opportunity employer and considers all qualified applicants for employment without regard to race, color, sex, sexual orientation, gender identity, disability, pregnancy, protected veteran status, religion, national origin, age, genetic information or any other protected characteristic. This commitment extends to all aspects of employment, including, but not limited to, hiring, placement, promotion, compensation, and training.

Know Your Rights as an applicant under the law.

Bentley participates in e-Verify / Right to Work Notice Request an Accommodation: As an Equal Opportunity Employer, Bentley is committed to providing reasonable accommodations to applicants with disabilities. We encourage you to request a reasonable accommodation if you are not able to fully use or access our online application system. You can make an accommodation request by calling 610-458-5000 or sending us an email at [e-mail].

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. Built by engineers for engineers, Bentley has been the leading global provider of infrastructure engineering software for 40 years. Join us on our continued journey leading industry change.