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Demandbase is a pipeline AI platform for B2B GTM teams. This is a senior individual contributor role in Customer Lifecycle Marketing, sitting at the intersection of customer marketing, customer experience, product, product marketing, sales, and professional services.
You will own integrated customer campaigns, scaled communications, and triggered lifecycle programs designed around key moments in the customer journey. This is a builder role where you'll create new programs, frameworks, and ways of working often without an established playbook. You'll navigate ambiguity, move quickly in a dynamic environment, and bring structure to cross-functional challenges.
Key responsibilities include:
**Integrated Customer Campaigns:** Develop and execute integrated campaigns driving product adoption, expansion, and engagement across lifecycle touchpoints. Lead near-term campaigns focused on Demandbase AI adoption with audience strategies, messaging, offers, and journeys. Build land-and-expand campaigns identifying and engaging new business units, child accounts, buying groups, and stakeholders within enterprise customers. Partner with Sales and Customer Experience on account-based expansion plays combining scaled marketing with personalized outreach. Collaborate with Product Marketing on launches, translating them into customer-facing campaigns. Build campaigns across email, in-product experiences, customer events, webinars, educational content, and Sales/CS outreach. Measure performance and optimize using engagement, adoption, and expansion signals.
**Customer Lifecycle Programs:** Map the customer journey and identify key moments where scaled marketing improves customer experience and business outcomes. Partner with Customer Experience, Product, Sales, and Professional Services to build triggered lifecycle programs based on behavior, lifecycle stage, and product usage. Develop programs for welcome/onboarding, new-user activation, product adoption, renewal preparation, expansion opportunities, and re-engagement. Create differentiated engagement strategies by persona and role. Build repeatable programs complementing high-touch Customer Success engagement.
**Customer Communications & Database Management:** Own strategy and execution of scaled customer communications across Marketo, ChurnZero, Pendo, and other channels. Develop customer segmentation and activation frameworks connecting data and capabilities across platforms. Partner with Revenue Operations, Customer Experience, and Product to bridge fragmented data and establish audience governance. Own the customer communications calendar identifying overlaps, gaps, and opportunities. Serve as communications steward establishing templates and editorial standards. Plan and execute recurring communications including newsletters, product communications, education, and event promotion.
**Requirements:**
- 7-10 years of experience in lifecycle marketing, customer marketing, integrated campaigns, CRM marketing, or related discipline, ideally within B2B SaaS
- Demonstrated experience building integrated campaigns tied to measurable outcomes (product adoption, expansion, engagement, retention)
- Experience developing account-based or expansion campaigns within enterprise accounts, engaging multiple personas, buying groups, or business units; familiarity with Demandbase One is a plus
- Strong understanding of B2B SaaS customer journey and experience partnering across Marketing, Customer Success, Product, Sales, and Operations
- Excellent editorial judgment and strong understanding of brand, voice, tone, and content quality; ability to translate product concepts into clear customer communications
- Strong cross-functional leadership skills and ability to independently bring structure, strategy, and momentum to multi-team programs
- Hands-on experience with Marketo or similar marketing automation platforms, with strong understanding of segmentation, targeting, database management, and campaign operations; experience with ChurnZero and Pendo is a plus
- Experience working across multiple customer data sources and activation platforms to build audience segmentation and triggered lifecycle programs
- Comfortable using AI as part of day-to-day marketing workflow for efficiency, personalization, content development, analysis, and execution
- Experience marketing or driving adoption of AI-powered products or features is a plus
- Analytical mindset and comfort using campaign, customer, and product usage data to identify opportunities and measure impact
