Senior B2B CRM & Lifecycle Marketing Lead

Softswiss; Georgia; Hybrid; USD 110,000 - 160,000; Full time

Benefits offered by this job

Private health insurance

Sports benefits

English lessons

Language courses

Paid time off

Maternity leave

Referral rewards

Upskilling workshops

Job summary

SOFTSWISS is seeking a Senior CRM & Email Marketing Manager to own and develop B2B CRM and email marketing across the customer lifecycle. You’ll build and optimise CRM communications in HubSpot and run automated journeys that move leads toward MQLs and pipeline.

Collaborating with Product, Growth Marketing, Sales, and other teams, you’ll design segmentation, lead scoring, ABM campaigns, and ensure data quality and GDPR compliance while driving measurable pipeline impact.

Qualifications

• 5+ years in CRM, email, lifecycle marketing, or marketing automation.
• B2B experience with long sales cycles is preferred.
• Strong HubSpot Marketing Hub experience, ideally Enterprise level.
• Knowledge of GDPR, data quality, and deliverability.

Responsibilities

• Own CRM and email marketing strategy across the B2B lifecycle.
• Plan and optimise email campaigns and automated journeys in HubSpot.
• Develop segmentation, personalization, and lead scoring to improve Lead-to-SAL.
• Launch targeted ABM campaigns across products and markets.
• Manage HubSpot Marketing Hub, workflows, integrations, and data quality.
• Track performance, run A/B tests, and optimise engagement and pipeline impact.

Skills

CRM strategy

Email marketing

Lifecycle marketing

Marketing automation

HubSpot

Audience segmentation

Lead scoring

ABM campaigns

Analytics

Cross-functional collaboration

Tools

HubSpot Marketing Hub

Customer.io

HTML/CSS

Job description

SOFTSWISS is looking for a Senior CRM & Email Marketing Manager to own and develop B2B CRM and email marketing across the customer lifecycle.

You’ll build and optimise CRM communications in HubSpot, develop automated customer journeys, manage audience segmentation and lead nurturing, and run email campaigns that generate and qualify leads and move them through the funnel towards MQL, Sales Accepted Lead (SAL), and pipeline conversion.

Purpose of the role:

You’ll build a scalable CRM and lifecycle marketing approach that engages leads and clients throughout the B2B customer journey.

Working closely with Product & Growth Marketing, Performance Marketing, Sales, and other teams, you’ll combine CRM strategy with hands-on execution in HubSpot to improve lead engagement, lead quality, Lead-to-SAL conversion, and pipeline contribution.

Key responsibilities:

• Own and develop the CRM and email marketing strategy across the B2B customer lifecycle.
• Plan, build, and optimise email campaigns and automated lifecycle journeys in HubSpot, including nurture, re-engagement, product, webinar, event, and follow-up campaigns.
• Develop audience segmentation, personalisation, and lead scoring to improve Lead-to-SAL conversion and the Marketing-to-Sales handoff.
• Launch targeted and ABM campaigns across different products, markets, and audience segments.
• Manage HubSpot Marketing Hub, workflows, CRM integrations, contact properties, and data quality.
• Own email deliverability, database hygiene, and GDPR compliance.
• Track CRM and email performance, run A/B tests, and continuously optimise engagement, conversion, MQL/SAL generation, and pipeline contribution.

Required Experience:

• Russian and English language skills at B2 level or higher.
• 5+ years of experience in CRM, email, lifecycle marketing, or marketing automation, preferably in B2B environments with long sales cycles.
• Strong hands-on expertise with HubSpot Marketing Hub, ideally at Enterprise level.
• Proven experience with automated workflows, lifecycle journeys, audience segmentation, and lead scoring.
• Strong understanding of Lead, MQL, SAL, lead nurturing, attribution, and Marketing-to-Sales processes.
• Good knowledge of email deliverability, CRM data management, and GDPR requirements.
• Strong analytical skills and the ability to connect CRM performance with funnel and pipeline results.

Nice to have:

• Experience in B2B iGaming, SaaS, fintech, or technology.
• Experience with Customer io, ABM, and data enrichment tools.
• Basic HTML/CSS knowledge.
• Experience running multilingual and multi-market CRM campaigns.
• Experience using AI tools for personalisation, content, segmentation, or workflow optimisation.

Main Advantages

• Private health insurance
• Sports benefits
• Free English lessons (online)
• Local language courses
• Paid time off
• Maternity leave support
• Referral program rewards
• Upskilling, internal workshops, and participation in professional conferences and corporate events

SOFTSWISS recruitment communication is conducted only through official company channels. We never ask candidates to make payments, purchase equipment, share financial details, or transfer money as part of the hiring process. If you receive a suspicious message using the SOFTSWISS name, please verify it via [e-mail]

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