Senior Customer Lifecycle Marketing Manager

Introduction to Demandbase:

Demandbase is the only pipeline AI platform that empowers GTM teams to automate growth at scale. With a unified view of data, insights, actions, and outcomes, B2B enterprises can seamlessly align and execute their account-based GTM strategies with confidence. Thousands of businesses trust Demandbase to maximize revenue, minimize waste, and consolidate their data and tech stacks – all in one platform.

As a company, we’re as committed to growing careers as we are to building world-class technology. We invest heavily in people, our culture, and the community around us. We have also continuously been recognized as One of The Best Places To Work in the San Francisco Bay Area by Fortune, and One of The 60 Best Companies To Sell For by Selling Power. Our offices are located in San Francisco, New York, Austin, Seattle, India, and the United Kingdom.

About the Role

We’re looking for a Senior Marketing Manager to build and execute programs that engage Demandbase customers throughout their lifecycle and drive product adoption, expansion, and retention.

This is a senior individual contributor role that sits at the intersection of Customer Marketing, Customer Experience, Product, Product Marketing, Sales, and Professional Services. You’ll own integrated customer campaigns, scaled communications, and triggered lifecycle programs designed around the moments that matter most in the customer journey.

This is a builder role. You’ll be creating new programs, frameworks, and ways of working, often without an established playbook. We’re looking for someone who is comfortable navigating ambiguity, moving quickly in a dynamic environment, and bringing structure to cross-functional challenges.

In the near term, a key priority for this role will be driving Demandbase AI (DBAI) adoption, building targeted campaigns utilizing multiple channels that move customers from awareness and education to product usage and ongoing engagement.

What You’ll Do

• Integrated Customer Campaigns
• Develop and execute integrated campaigns that drive product adoption, expansion, and customer engagement across lifecycle touchpoints.
• Lead near-term campaigns focused on DBAI adoption, developing audience strategies, messaging, offers, and journeys that encourage customers to discover and use Demandbase AI.
• Build and execute land-and-expand campaigns that help Demandbase grow within enterprise customers by identifying and engaging new business units, child accounts, buying groups, and stakeholders beyond the existing customer footprint.
• Partner with Sales and Customer Experience to develop account-based expansion plays that combine scaled marketing programs with personalized account team outreach.
• Partner with Product Marketing on product launches and translate launches into customer-facing campaigns that drive awareness, education, adoption, and continued usage.
• Build campaigns across channels including email, in-product experiences, customer events and user groups, webinars, educational content, and Sales/CS outreach.
• Measure campaign performance and use engagement, product adoption, and expansion signals to continuously optimize programs.
• Customer Lifecycle Programs
• Map the customer journey and identify key moments that matter where scaled marketing programs can improve the customer experience and business outcomes.
• Partner with Customer Experience, Product, Sales, and Professional Services to build triggered lifecycle programs based on customer behavior, lifecycle stage, and product usage.
• Develop programs for moments such as customer welcome and onboarding, new-user activation, product adoption, renewal preparation, expansion opportunities, and re-engagement.
• Develop differentiated engagement strategies based on customer persona and role, from individual users and practitioners to executive stakeholders.
• Build repeatable programs that complement high-touch Customer Success engagement and allow Demandbase to deliver a more personalized customer experience at scale.
• Customer Communications, Segmentation & Database Management
• Own the strategy and execution of scaled customer communications, creating a coordinated approach across Marketo, ChurnZero, Pendo, and other customer-facing channels.
• Develop a customer segmentation and activation framework that connects customer data and capabilities across platforms, determining how account attributes, product usage, lifecycle stage, persona, and behavioral signals inform who we communicate with, when, and through which channel.
• Partner with Revenue Operations, Customer Experience, Product, and other teams to bridge fragmented customer data and tools and establish clear audience governance around targeting, suppression, frequency, and prioritization.
• Own the customer communications calendar and work cross-functionally to identify overlaps, gaps, and opportunities across communications originating from Marketing, Product, Customer Experience, and other teams.
• Serve as a customer communications steward, establishing templates and editorial standards that ensure scaled communications meet a high bar for brand voice, tone, content quality, relevance, and overall customer experience.
• Plan and execute recurring customer communications, including newsletters, product communications, customer education, and event promotion.

What We’re Looking For

• Experience & Marketing Expertise
• 7-10 years of experience in lifecycle marketing, customer marketing, integrated campaigns, CRM marketing, or a related discipline, ideally within B2B SaaS.
• Demonstrated experience building integrated campaigns tied to measurable outcomes such as product adoption, expansion, engagement, or retention.
• Experience developing account-based or expansion campaigns within enterprise accounts, including engaging multiple personas, buying groups, or business units. Familiarity with Demandbase One is a huge plus.
• Strong understanding of the B2B SaaS customer journey and experience partnering across Marketing, Customer Success, Product, Sales, and Operations.
• Excellent editorial judgment and a strong understanding of brand, voice, tone, and content quality, with the ability to turn product concepts into clear and compelling customer communications.
• Strong cross-functional leadership skills and the ability to independently bring structure, strategy, and momentum to programs involving multiple teams and stakeholders.
• Technical & AI Fluency
• Hands-on experience with Marketo or similar marketing automation platforms, with a strong understanding of segmentation, targeting, database management, and campaign operations. Experience with platforms such as ChurnZero and Pendo is a plus.
• Experience working across multiple customer data sources and activation platforms to build practical audience segmentation and triggered lifecycle programs.
• Comfortable using AI as part of the day-to-day marketing workflow to improve efficiency, personalization, content development, analysis, and campaign execution.
• Experience marketing or driving adoption of AI-powered products or features is a plus, including the ability to translate AI capabilities into practical customer use cases and value.
• Analytical mindset and comfort using campaign, customer, and product usage data to identify opportunities, develop audiences, and measure impact.

What Success Looks Like

You’ll help Demandbase create a more connected customer journey: customers receive the right communication at the right moment, discover and adopt more of the platform, and have clear pathways to deepen and expand their relationship with Demandbase. You’ll build scalable lifecycle and expansion programs that help us grow within existing customers while creating a more relevant, personalized customer experience.

Our Commitment to Diversity, Equity, and Inclusion at Demandbase

At Demandbase, we believe in creating a workplace culture that values and celebrates diversity in all its forms. We recognize that everyone brings unique experiences, perspectives, and identities to the table, and we are committed to building a community where everyone feels valued, respected, and supported.

Discrimination of any kind is not tolerated, and we strive to ensure that every individual has an equal opportunity to succeed and grow, regardless of their gender identity, sexual orientation, disability, race, ethnicity, background, marital status, genetic information, education level, veteran status, national origin, or any other protected status. We do not automatically disqualify applicants with criminal records and will consider each applicant on a case-by-case basis.

We recognize that not all candidates will have every skill or qualification listed in this job description. If you feel you have the level of experience to be successful in the role, we encourage you to apply!

We acknowledge that true diversity and inclusion requires ongoing effort, and we are committed to doing the work required to make our workplace a safe and equitable space for all. Join us in building a community where we can learn from each other, celebrate our differences, and work together.

Unsolicited Submissions

At Demandbase, we value thoughtful partnerships and direct connections with candidates. We’re not accepting unsolicited resumes or outreach from third-party recruiting agencies. Any unsolicited submissions will not be reviewed, and no fees will be paid.