Customer Lifecycle Marketing Manager
AvePoint · London
Customer Lifecycle Marketing Manager
The position available is for a Lifecycle & Retention Marketing Manager who will be pivotal in devising and implementing strategies for the post-sale lifecycle. This role focuses on activating, engaging, retaining, and expanding the network of AvePoint customers. It is of utmost importance for enhancing customer value throughout their lifecycle, from onboarding to product education, retention, reactivation, and ultimately expansion.
Key Responsibilities
The responsibilities of the role include:
- Ownership and scaling of the B2B post-sale lifecycle strategy, guiding it through the stages of onboarding, activation, adoption, retention, and expansion.
- Experience in product-led growth lifecycle: Use product-usage, intent, and health signals to trigger personalised journeys that accelerate activation, deepen adoption, identify product-qualified expansion opportunities, and improve retention.
- Designing lifecycle programs aimed at future growth, including automated onboarding processes and adoption campaigns triggered by customer actions.
- Utilizing customer engagement data to unearth attach opportunities and enhance lifecycle performance.
- Developing and refining customer communications across diverse channels such as email, in-app messaging with personalised interventions at scale
- Collaborating closely with the Customer Success and Product Marketing to facilitate post-sale, renewal nurturing, and reactivation efforts.
- Leading data-driven experimentation and optimization efforts through methods such as A/B testing to continuously refine lifecycle processes.
- Establishing lifecycle KPIs and routinely reporting on results to stakeholders, ensuring transparency and accountability in customer satisfaction metrics.
Key Performance Indicators
Success in this role is measured through specific customer and commercial outcomes: not engagement rates alone. This includes:
- Improved onboarding completion and activation rates, reducing time to first value.
- Higher adoption of priority features and repeat, habitual product usage.
- A product-led lifecycle that uses behavioural, product-usage, and customer-health signals to deliver timely, personalised interventions at scale.
- Earlier identification and conversion of product-qualified growth signals, supporting upsell, cross-sell, and revenue growth.
- Reduced churn and stronger retention, renewal, GRR, and NRR outcomes.
- Robust lifecycle segmentation and trigger-based journeys that scale across customer tiers, maturity stages, and account potential.
Required Skills and Qualifications
Candidates for this role should possess:
- A minimum of 5 years of experience in lifecycle, retention, Gainsight, focusing on B2B audiences.
- Familiarity with Gainsight is a plus
- Experience designing and scaling customer lifecycle programmes across multiple delivery models; including direct, partner-led, reseller, and managed-service routes to market, while maintaining a consistent digital customer experience and clear ownership model.
- Comprehensive understanding of the post-sale B2B customer journey, including onboarding, product adoption, retention, and expansion strategies.
- Proven experience in designing lifecycle journeys using behavioural signals rather than solely relying on time-based communication.
- Strong analytical skills, facilitating the translation of customer insights into impactful marketing strategies.
- An ability to thrive in cross-functional collaboration with teams across Product, Sales, and Demand Gen departments.
Benefits we offer:
- Market-competitive compensation including bonus scheme
- Career progression and internal mobility opportunities
- 30 days of annual leave, in addition to public holidays
- GBP 1.000,00/Year towards our Tuition Reimbursement Program
- Company pension scheme
- Private medical insurance
- Employee Referral Program
- Corporate Donation Matching Program
- Maternity policy
- Company sponsored events / regular team building events
- Extra paid perk days - Birthday off, Family/Life Event Day, Volunteering...