Senior Lifecycle Marketing Manager

📋 Description

• • The Senior Lifecycle Marketing Manager at Cambium Learning Group 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 is critical in orchestrating cohesive prospect engagements and pipeline building, as well as customer experiences that accelerate product adoption and engagement from onboarding through advocacy, directly impacting revenue growth and customer lifetime value in a mission-driven organization serving over 15 million students and educators.
• • The person will design and execute targeted nurture and trial engagement campaigns that accelerate prospect movement through evaluation, shortening sales cycles and increasing trial conversion rates in partnership with Sales Enablement and Product/Regional Marketing; 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; 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; 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; 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; 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; drive 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; 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.
• • The team operates within Cambium Learning Group’s Remote First Work Environment, which emphasizes flexibility, trust, and results-oriented collaboration across distributed teams. As a trusted leader in educational technology, Cambium serves over 15 million students and educators across 150+ countries with innovative, research-backed instructional solutions like Gizmos, Raz-Plus, and Reflex—products beloved by educators and students for being both effective and engaging in the classroom. The company fosters a culture that celebrates unique backgrounds, ideas, and experiences, committed to equal opportunity and reasonable accommodations for qualified individuals with disabilities.
• • In this role, the person can develop deep expertise in B2B SaaS lifecycle marketing within the education sector, mastering the orchestration of complex, multi-stakeholder customer journeys that span acquisition, adoption, retention, and expansion. They will gain hands-on experience with advanced marketing automation platforms, data-driven experimentation, and cross-functional leadership without direct authority—building strategic influence and storytelling skills tailored to educational audiences. Success in this position offers the opportunity to directly impact student learning outcomes by improving how educators discover, adopt, and advocate for high-quality instructional tools, while advancing a career in mission-driven marketing at a scale that reaches millions of learners nationwide.