Principal, Lifecyle Marketing

Remote; San Francisco (CA); Remote; USD 120,000 - 180,000; Full time

Job summary

Crowdriff powers travel brands with the content and insights that inspire travelers to see the world differently and explore sustainably. You will own end-to-end lifecycle programs, mapping journeys, scoring accounts, and continuously testing to improve activation, expansion, and renewal.

Ideal candidates have 8+ years in B2B SaaS marketing, strong segmentation and trigger experience, and a data-driven, creative approach to multi-market messaging across North America, Europe and beyond.

Qualifications

• 8+ years in B2B SaaS marketing, with at least 3 in lifecycle, customer or growth marketing.
• Track record of always-on lifecycle programs driving activation, expansion or retention.
• Experience building segmentation, cohort and account scoring models and turning them into triggers and journeys.
• Strong creative judgment for formats, channels and communications that stand out.
• Working knowledge of HubSpot or similar platforms and Intercom, and of product usage data to drive triggers.

Responsibilities

• Map customer journeys from onboarding through adoption, expansion and renewal across products.
• Define moments, cohorts and triggers and document requirements for the GTM engineer.
• Score accounts on fit and intent to inform target account strategy.
• Decide messaging, channels and timing for cohorts, and audit/expand formats and channels.
• Lead onboarding and adoption programs to enable quick value realization.
• Run expansion and cross-sell programs with pricing and examples.
• Report activation, expansion and retention metrics and suggest improvements.
• Use AI to automate lifecycle workflows in collaboration with the GTM engineer.

Skills

Lifecycle marketing

B2B SaaS marketing

Onboarding & adoption

AI workflows

HubSpot

Intercom

Data-driven decisions

Requirements writing

Tools

HubSpot

Intercom

Job description

About the role:

Crowdriff powers travel brands with the content and insights that inspire travelers to see the world differently and explore sustainably. We bring the workflows and infrastructure to source, manage, produce, organize, and plan content in one connected ecosystem, eliminating the complexity of disparate tools, scattered assets, manual tagging, and rights management. This gives travel marketers the foundation to focus less on managing content and more on inspiring discovery, engaging travelers, and driving bookings. We're excited to be on this journey with a team that inspires us, and customers who partner with us to make travel an incredible experience today, and for future generations.

With a full suite of solutions, we need a connected lifecycle marketing approach that delivers the right message at the right moment to drive new logo, onboarding, adoption, cross-product engagement, expansion, and renewal.

You'll own the end-to-end journey for prospects and customers, building the always-on programs that determine who hears what, when, and through which channel. You'll map journeys, define customer cohorts, score accounts, and continuously test and improve performance. You're a builder at heart, using tools like Claude and our connected CRM and data warehouse to independently build and optimize programs, with support from our GTM Engineer and teammates when you need it.

You're a curious, growth-minded self-starter with excellent creative judgment. You know how to understand customers' needs at critical moments and connect them with the right CrowdRiff solution to turn opportunity into action.

What you'll do:

• Customer and prospect journeys: map the customer path from onboarding through adoption, expansion and renewal across all products, and the prospect path from first touch to SAO for prospects and win-back

• Moments, cohorts and triggers: define the moments that matter in the customer journey from adoption to expansion/renewal. Define the cohorts the team works from, what each moment leads to next, and the triggers that start each touch, written as requirements for the GTM engineer.

• Account scoring: score accounts on fit and intent. The scores feed target account strategy and sales target accounts.

• Message strategy: decide what each cohort hears, through which channel and when: email, in-product, website, webinars, community or AM conversation. Audit our current formats and channels and expand them where we can reach and engage customers better. Adapt the story by market (across North America, Australia & New Zealand), tier and new versus former customer, including a story for Europe, where there is new expansion opportunity.

• Onboarding and adoption programs: lead the programs that get new customers to value quickly, and set activation goals with Product and Support.

• Expansion conversion programs: run the programs that move expansion pipeline to closed deals.

• Cross-sell plays: build a play for each expansion path (Planner, Creators, UGC, and DAM), with pricing and peer examples.

• Program reporting: report activation, expansion pipeline, retention and nurture conversion, and recommend changes.

• AI workflows: use AI to automate the manual steps in lifecycle programs, with the GTM engineer. You spend less time on operational plumbing and more on strategy and creative decisions about formats, channels and communications.

Ideally you'll have:

• 8+ years in B2B SaaS marketing, with at least 3 in lifecycle, customer or growth marketing.

• A track record of always-on lifecycle programs that moved activation, expansion or retention.

• Experience building segmentation, cohort and account scoring models, and turning them into triggers and journeys.

• Strong creative judgment for formats, channels and communications that make our programs stand out.

• Working knowledge of HubSpot (or a similar platform) and Intercom, and of how product usage data drives triggers and segmentation.

• Comfort turning data into decisions, writing requirements, and briefing an engineer on what to build.

• Hands-on use of AI to automate workflows.

• Experience in travel, tourism or destination marketing is a plus.