Lifecycle Marketing Manager

Summary

Join Vidyard's Marketing team as a Lifecycle Marketing Manager and play a key role in optimizing customer journeys. You will design and implement lifecycle marketing strategies, manage multi-channel campaigns, leverage data for customer segmentation, and collaborate with various teams. This remote role, open to Canadian candidates, requires 4-6 years of B2B SaaS lifecycle marketing experience and proficiency in marketing automation and analytics tools. You'll contribute to Vidyard's mission of transforming communication and be part of a customer-focused, hardworking, and values-driven team. Vidyard offers competitive pay and benefits, including flexible hours, unlimited vacation, and professional development opportunities.

Requirements

• 4-6 years of experience in lifecycle or growth marketing at a B2B SaaS company
• Strong understanding of PLG and SLG models, including the nuances of marketing to self-serve and enterprise customers
• Proven track record of executing data-driven campaigns that deliver measurable results
• Hands-on experience with marketing automation tools (specifically Marketo and HubSpot), CRM platforms (Salesforce), and analytics tools (e.g., Google Analytics, Looker, or Metabase)
• Excellent analytical skills and the ability to translate data into actionable strategies
• Strong project management and communication skills, with the ability to collaborate across departments
• A customer-obsessed mindset and a passion for delivering exceptional user experiences

Responsibilities

• Design and implement lifecycle marketing strategies tailored to our PLG and SLG growth motions
• Map out the customer journey for both self-serve and sales-assisted users, identifying key touchpoints to drive engagement, conversion, and retention
• Develop and execute targeted multi-channel campaigns, including email, in-app messaging, webinars, and content marketing
• Ensure campaigns are aligned with customer segments, business objectives, and lifecycle stages
• Leverage data to segment users based on behavior, firmographics, and stage in the customer journey
• Personalize messaging and offers to drive higher engagement and conversion rates
• Work closely with Sales, Product, Customer Success, and Analytics teams to align marketing initiatives with overall business goals
• Monitor campaign performance and key metrics such as engagement rates, MQL-to-SQL conversion, pipeline generation, and conversion rates between stages in the customer lifecycle
• Use insights to continuously test, optimize, and improve lifecycle marketing efforts
• Develop strategies to improve customer retention, reduce churn, and increase upsell/cross-sell opportunities
• Create and manage loyalty programs, educational content, and onboarding experiences
• Utilize marketing automation platforms, CRM systems, and analytics tools to execute and track campaigns
• Ensure proper integration of tools to enable seamless data flow and campaign execution

Benefits

• Work-life Integration: Flexible hours and unlimited vacation, programs that support working from anywhere
• Competitive Pay & Benefits: Competitive salary and comprehensive, flexible benefits (RRSP match and stock options included following completion of your probationary period)
• Wellness Your Way: Flexible spending accounts
• Mental Health Support: Access to Inkblot, a digital mental health platform, plus $1,500 per person per year for mental health services
• Parental Leave Top-Up: Enhanced parental leave benefits
• Make an Impact: Paid volunteer hours and Employee Resource Groups (ERGs)
• Invest in Your Growth: Regular performance reviews, individual development plans and an annual allowance of $1,500, dedicated to your professional development and ongoing learning
• Your Perfect Workspace: Flexibility to work remotely or in the Kitchener, Ontario office