Senior Customer Lifecycle Marketing Manager

Demandbase, Inc.; United States; On-site; USD 120,000 - 180,000; Full time

Job summary

Demandbase, Inc. is seeking a Senior Marketing Manager to design and execute programs that engage customers throughout their lifecycle and drive product adoption, expansion, and retention.

This senior individual contributor role sits at the intersection of Customer Marketing, Customer Experience, Product, Product Marketing, Sales, and Professional Services. You will own integrated customer campaigns, scaled communications, and triggered lifecycle programs designed around moments that matter in

Responsibilities

• Develop and execute integrated campaigns that drive product adoption, expansion, and customer engagement across lifecycle touchpoints.
• Lead campaigns focused on DBAI adoption, crafting audience strategies, messaging, offers, and journeys to move customers from awareness to usage.
• Build land-and-expand programs by targeting new business units and stakeholders beyond the existing footprint.
• Partner with Sales and Customer Experience to create account-based expansion plays with scalable marketing and personalized outreach.
• Collaborate with Product Marketing on launches and translate them into customer-facing campaigns to boost awareness and adoption.
• Create multi-channel campaigns across email, in-product experiences, events, webinars, and Sales/CS outreach; measure and optimize based on engagement and product usage.

Job description

Introduction to Demandbase:

Demandbase is the only pipeline AI platform that empowers GTM teams to automate growth at scale. With a unified view of data, insights, actions, and outcomes, B2B enterprises can seamlessly align and execute their account-based GTM strategies with confidence. Thousands of businesses trust Demandbase to maximize revenue, minimize waste, and consolidate their data and tech stacks - all in one platform.

As a company, we're as committed to growing careers as we are to building world-class technology. We invest heavily in people, our culture, and the community around us. We have also continuously been recognized as One of The Best Places To Work in the San Francisco Bay Area by Fortune, and One of The 60 Best Companies To Sell For by Selling Power. Our offices are located in San Francisco, New York, Austin, Seattle, India, and the United Kingdom.

About the Role

We're looking for a Senior Marketing Manager to build and execute programs that engage Demandbase customers throughout their lifecycle and drive product adoption, expansion, and retention.

This is a senior individual contributor role that sits at the intersection of Customer Marketing, Customer Experience, Product, Product Marketing, Sales, and Professional Services. You'll own integrated customer campaigns, scaled communications, and triggered lifecycle programs designed around the moments that matter most in the customer journey.

This is a builder role. You'll be creating new programs, frameworks, and ways of working, often without an established playbook. We're looking for someone who is comfortable navigating ambiguity, moving quickly in a dynamic environment, and bringing structure to cross-functional challenges.

In the near term, a key priority for this role will be driving Demandbase AI (DBAI) adoption, building targeted campaigns utilizing multiple channels that move customers from awareness and education to product usage and ongoing engagement.

What You'll Do

Integrated Customer Campaigns

• Develop and execute integrated campaigns that drive product adoption, expansion, and customer engagement across lifecycle touchpoints.
• Lead near-term campaigns focused on DBAI adoption, developing audience strategies, messaging, offers, and journeys that encourage customers to discover and use Demandbase AI.
• Build and execute land-and-expand campaigns that help Demandbase grow within enterprise customers by identifying and engaging new business units, child accounts, buying groups, and stakeholders beyond the existing customer footprint.
• Partner with Sales and Customer Experience to develop account-based expansion plays that combine scaled marketing programs with personalized account team outreach.
• Partner with Product Marketing on product launches and translate launches into customer-facing campaigns that drive awareness, education, adoption, and continued usage.
• Build campaigns across channels including email, in-product experiences, customer events and user groups, webinars, educational content, and Sales/CS outreach.
• Measure campaign performance and use engagement, product adoption, and expansion signals to continuously optimize programs.

Customer Lifecycle Programs

• Map the customer journey and identify key moments that matter where scaled marketing programs can improve the customer experience and business outcomes.
• Partner with Customer Experience, Product, Sales, and Professional Services to build triggered lifecycle programs based on customer behavior, lifecycle stage, and product usage.
• Develop programs for moments such as customer welcome and onboarding, new-user activation, product adoption, renewal preparation, expansion opportunities, and re-engagement.
• Develop differentiated engagement strategies based on customer persona and role, from individual users and practitioners to executive stakeholders.
• Build repeatable programs that complement high-touch Customer Success engagement and allow Demandbase to deliver a more personalized customer experience at scale.

Customer Communications, Segmentation & Database Management

• Own the strategy and execution of scaled customer communications, creating a coordinated approach across Marketo, ChurnZero, Pendo, and other customer-facing channels.
• Develop a customer segmentation and activation framework that connects customer data and capabilities across platforms, determining how account attributes, product usage, lifecycle stage, persona, and behavioral signals inform who we communicate with, when, and through which channel.
• Partner with Revenue Operations, Customer Experience, Product, and other teams to bridge fragmented customer data and tools and establish clear audience governance around targeting, suppression, frequency, and prioritization.
• Own the customer communications calendar and work cross-functionally to identify overlaps, gaps,