Director, Lifecycle Marketing

Company Overview

What You'll Do

We are seeking an experienced and visionary Director of Lifecycle Marketing to lead our customer-centric marketing efforts focused on retention and expansion for our global SMB/MM customers.

As a key leader in the Lifecycle Marketing team, you will have the unique opportunity to help create and define a new function charged with unlocking significant growth opportunities across the business. In this role, you will be responsible for developing and executing strategies that drive customer engagement, retention, and expansion, ultimately contributing to our revenue retention and growth. In this role you will be a pioneer, spearheading the creation of a new GTM motion that spans a product-led and sales-led customer engagement strategy.

As the Director, Lifecycle Marketing - Retention and Expansion, you will define who we target (user segments), which offers we serve (content, demos, price offers, sales-touch), when we serve (moments in the journey), and where we serve these offers (in-product and email). This is a highly visible and cross-functional role where you’ll work with Regional Marketing, PLG, Growth Operations, Customer Success and the world-wide field organization to define test and scale monetization opportunities. You’ll work closely with our Analytics team to build predictive data models and meaningful segments, and guide the entire post-purchase journey to retain and monetize our customer base.

This position is a people manager role reporting to the VP, Lifecycle Marketing.

• Develop and execute a comprehensive and global lifecycle marketing strategy that encompasses all customer segments, with a strong emphasis on retention and expansion, by merging PLG and sales-assisted channels

• Manage and mentor a team of marketing professionals, providing guidance, direction, and mentorship to ensure the successful execution of lifecycle marketing campaigns and initiatives

• Define and refine customer segments and personas, tailoring messaging and campaigns to address their unique needs and behaviors

• Merge Product-Led Growth (PLG) and sales-assisted channels to create a seamless customer experience that leverages the strengths of both approaches

• Improve journey conversion rates continuously by identifying new surface areas within the product, developing testable hypotheses, and running experiments to validate them

• Accountable for expansion and retention and expansion OKRs and targets

• Work with the Acquisition team to align on ICP and ongoing performance of adoption and retention cohorts to ensure a monetizable and predictable funnel

• Partner with Product Growth to build and carve out monetizable in-product surface areas to drive adoption, retention and expansion

• Establish a partnership with Product growth teams to create and execute a roadmap of experiments that improve metrics across the funnel

• Develop and execute targeted campaigns that drive retention, upselling, cross-selling, and expansion opportunities for sales-assisted customers

• Partner with Product Marketing to ensure messaging and content relevance to improve engagement

• Stay informed about industry trends, emerging technologies, and best practices, providing expert guidance and leadership in the context of lifecycle marketing

Job Designation

What You Bring

• Bachelor's degree in marketing, business, or a related field

• 12+ years of proven experience in lifecycle marketing, with a focus on retention and expansion, especially within the B2B SaaS industry

• MBA

• Strong leadership and team management skills, with a demonstrated ability to lead and develop high-performing teams

• Expertise in developing and executing lifecycle marketing campaigns, particularly in the context of merging PLG and sales-assisted channels

• Proficiency in using marketing automation tools, CRM systems, and analytics platforms to measure and optimize campaign performance

• Excellent communication and presentation skills, with the ability to work collaboratively in cross-functional teams

• Exceptional project management skills and the ability to thrive in a fast-paced, dynamic environment

• A passion for technology and a commitment to staying current with industry trends and best practices

Wage Transparency

• Bonus: Sales personnel are eligible for variable incentive pay dependent on their achievement of pre-established sales goals. Non-Sales roles are eligible for a company bonus plan, which is calculated as a percentage of eligible wages and dependent on company performance.
• Stock: This role is eligible to receive Restricted Stock Units (RSUs).

• Paid Time Off: earned time off, as well as paid company holidays based on region
• Paid Parental Leave: take up to six months off with your child after birth, adoption or foster care placement
• Full Health Benefits Plans: options for 100% employer paid and minimum employee contribution health plans from day one of employment
• Retirement Plans: select retirement and pension programs with potential for employer contributions
• Learning and Development: options for coaching, online courses and education reimbursements
• Compassionate Care Leave: paid time off following the loss of a loved one and other life-changing events

Life At Docusign

Our global benefits