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
- Partner with Marketing Services and DnA teams to conduct cohort analysis, and partner on the development of attribution models connecting lifecycle campaigns to business outcomes
- Communicate performance findings and strategic recommendations to marketing leadership and cross-functional partners to inform ongoing optimization and planning
Cross-Functional Orchestration & Alignment
- Lead strategy sessions and ongoing alignment with Product, Product Marketing, Customer Success, Regional Marketing, and Sales to ensure lifecycle initiatives support business goals and create seamless customer experiences
- Define and manage handoff criteria between marketing and customer success touchpoints; develop integrated plays and ensure retention efforts complement product adoption and support strategies
- Coordinate with Regional Marketing on geographic variations in school buying cycles and implementation timelines; influence Sales and Account Management through insights, playbooks, and customer lifecycle stage positioning
Content Strategy & Execution
- Write and design engaging content for email and in-app channels, maintaining brand voice and consistency
- Collaborate with design and copy teams as needed to enhance visual and written storytelling
Job Requirements:
- 4+ years in marketing campaign development, lifecycle, retention, CRM, or customer marketing roles, ideally with at least 2+ years focused on B2B SaaS or educational/mission-driven software
- Demonstrated experience designing and executing multi-channel lifecycle campaigns that drive measurable impact on user activation, engagement, retention, and expansion metrics
- Proven expertise with marketing automation platforms such as HubSpot, Pendo, Marketo, Pardot, or Iterable, including segmentation, personalization, journey design, and campaign optimization
- Exceptional analytical skills and ability to partner with internal data teams
- Experience leading A/B testing and experimentation programs, and proven ability to iterate quickly based on results
- Dynamic cross-functional collaboration experience with Product, Sales, Customer Success, and other marketing functions; demonstrated comfort influencing without direct authority and building alignment across teams
- Excellent written communication and storytelling skills, with ability to craft compelling persona-based messaging that drives customer action and resonates with educational audiences
- Ability to synthesize complex inputs from multiple stakeholder groups and distill them into coherent, actionable strategies
Why Work For Us
When you join ExploreLearning | Learning A-Z, you become part of a mission to ignite curiosity, deepen comprehension, and foster a lifelong joy of learning in students everywhere.
As a trusted leader in educational technology, we serve over 15 million students and educators across 150+ countries with innovative, research-backed instructional solutions that truly make a difference. Our flagship products—Gizmos, Raz-Plus, and Reflex—are beloved by educators and students alike for being as rewarding and fun as they are effective in the classroom.
To learn more about our organization and the exciting work we do, visit www.explorelearning.com and www.learninga-z.com.
Remote First Work Environment
Our Remote First approach gives employees the flexibility and trust they need to effectively balance work with life. It creates a culture in which all employees are valued and where success is measured in results. It allows us to work collaboratively, inclusively and for greater positive impact, regardless of our individual locations.
If you will be working remotely, either occasionally or on a permanent basis, you must have a reliable internet connection through a cable or fiber-optic broadband service with minimum speeds of 10 Mbps download and 5 Mbps upload.
The successful candidate will be expected to actively participate in video-based interviews during the recruiting pr