Senior Lifecycle Marketing Specialist

Senior Lifecycle Marketing Specialist

Location: Remote, US. You must reside and work in the US for this position.

Job Overview:

The Senior Lifecycle Marketing Specialist designs and executes integrated customer lifecycle strategies that connect Product Marketing, Regional Marketing, and Customer Success touchpoints across Learning A-Z and ExploreLearning's portfolio of K-12 educational products (literacy, math, and science). This role orchestrates cohesive prospect engagements and pipeline building, and customer experiences that accelerate product adoption and engagement from onboarding through advocacy.

The Specialist oversees the development and optimization of end-to-end lifecycle campaigns and journeys, partnering with cross-functional leaders to align messaging, timing, and sequencing across departments. Success in this role requires deep customer insight, data-driven decision-making, and the ability to synthesize inputs from multiple stakeholders into a coherent lifecycle experience strategy.

The Senior Lifecycle Marketing Specialist owns the marketing lifecycle strategy and orchestration across two interconnected customer phases: (1) trial>opportunity acceleration in partnership with Sales, and (2) customer lifecycle engagement in partnership with Customer Success, Product Marketing, and Regional Marketing.

Job Responsibilities:

Prospect-to-Trial Acceleration (Sales Partnership)

• Design and execute targeted nurture and trial engagement campaigns that accelerate prospect movement through evaluation, shortening sales cycles and increasing trial conversion rates
• Partner with Sales Enablement (GTM) and Product/Regional Marketing to develop playbooks, messaging frameworks, and content

Customer Lifecycle Engagement (Cross-Functional Partnership)

• Own the end-to-end marketing customer journey from onboarding through expansion and renewal, orchestrating coordinated touchpoints across Customer Success, Product Marketing, and Regional Marketing, to develop and align the overall customer experience
• Optimize retention and maximize lifetime value by identifying at-risk segments and designing proactive engagement interventions in coordination with Customer Success support efforts
• Enable expansion revenue growth through strategic upsell and cross-sell campaigns informed by Regional Marketing's market insights, customer usage patterns, and Product Marketing's competitive positioning

Foundation Across Both Phases

• Develop multi-persona communication strategies that reflect the distinct decision-making and usage patterns of teachers, administrators, and district leaders—ensuring every lifecycle touchpoint resonates with its intended audience
• Establish shared success metrics with each partner function to maintain alignment, accountability, and visibility into how coordinated efforts drive prospect conversion, customer adoption, retention, and expansion outcomes

Lifecycle Strategy & Design

• Architect and own comprehensive customer journey maps for K-12 buyers (teachers, administrators, IT decision-makers) that address distinct needs across lead nurture, onboarding, feature adoption, engagement, retention, and expansion stages
• Define lifecycle segmentation strategies and identify critical "moments of truth" where customer decisions directly impact adoption, retention, and expansion; align programs with product roadmap and feature releases
• Establish shared lifecycle metrics and success criteria with Product Marketing, Customer Success, and Regional Marketing to ensure coordinated measurement and accountability across touchpoints

Multi-Channel Campaign Execution & Optimization

• Design and execute omni-channel lifecycle campaigns (email, paid media, in-app, direct mail) with persona-specific messaging that addresses distinct priorities of teachers, administrators, and IT stakeholders; develop and optimize automated nurture flows using marketing automation platforms
• Conduct rigorous A/B and multivariate testing on messaging, timing, and creative treatments; partner with content and design teams to ensure messaging consistency and alignment across channels
• Track campaign performance against lifecycle KPIs; synthesize qualitative and quantitative insights to continuously refine strategy and identify new opportunities

Data Analysis, Insights, & Optimization

• Establish and own comprehensive lifecycle dashboards that track feature activation, engagement velocity, time-to-value, expansion revenue, renewal rates, and NRR; identify patterns in customer success, at-risk segments, and expansion opportunities