Director, Lifecycle Marketing
WHAT YOU’LL DO
At Braze, we use technology to humanize connections between brands and customers. We believe human beings want to be spoken to like human beings, and technology like ours can help brands do that at scale.
That’s why, as B2B marketers, how we communicate with our existing and potential customers is so important to us. Help shape how we build those connections with our audience—what we say, how we say it, where we say it.
In this role, you will lead the next evolution of Braze’s lifecycle marketing function, building and developing a high-performing team while defining strategies that drive meaningful engagement across both prospect and customer audiences. You will play a critical role in helping customers discover, adopt, and realize value from Braze’s expanding portfolio of products and AI capabilities, connecting product adoption and customer outcomes to long-term retention and growth.
This role requires a strategic, data-driven leader who can translate customer insights and business priorities into innovative, scalable lifecycle programs. You will bring a strong point of view on how personalized experiences, experimentation, and emerging technologies can transform customer engagement, while building the team, capabilities, and operating model needed to bring that vision to life.
You’ll partner closely with Product Marketing, Product, Customer Success, Revenue teams, Marketing Operations, and other stakeholders across the business to ensure Lifecycle Marketing is a strategic driver of customer value and business growth.
In this role, you will:
Define and lead the next evolution of Braze’s lifecycle marketing strategy across prospect and customer audiences, establishing a clear vision, priorities, and roadmap that connect engagement to measurable business outcomes
Build, lead, and develop a high-performing Lifecycle Marketing team, hiring and onboarding new talent, establishing clear ownership and operating rhythms, and fostering a culture of strategic thinking, innovation, accountability, and continuous growth
Own and optimize lifecycle programs spanning prospect nurturing, customer onboarding, product activation, adoption, engagement, and expansion, creating connected experiences that help audiences progress through their journey with Braze
Develop and scale product adoption strategies that help customers discover, activate, and realize value from Braze’s evolving portfolio of products, with particular emphasis on accelerating adoption of new AI capabilities and translating product innovation into meaningful customer outcomes
Partner closely with Product, Product Marketing, Customer Success, and Revenue teams to identify adoption barriers, understand customer needs, and develop targeted lifecycle programs that accelerate time-to-value, deepen product engagement, and contribute to stronger retention and expansion
Lead the development of sophisticated audience strategies, segmentation frameworks, and personalized customer journeys, leveraging behavioral, account-level, and product usage data to deliver relevant experiences at scale
Establish a comprehensive lifecycle measurement framework that connects program performance to business outcomes, including prospect conversion, pipeline contribution, product adoption, customer engagement, retention, and expansion influence. Translate insights into clear recommendations and compelling narratives for senior leadership
Build a rigorous culture of experimentation and continuous optimization, developing testing roadmaps that challenge assumptions, uncover new opportunities, and improve lifecycle performance across audiences, journeys, and channels
Serve as a strategic leader for Braze-at-Braze initiatives, exploring innovative applications of our own platform and partnering with Product and Product Marketing to demonstrate customer engagement best practices and inform product innovation
Champion the thoughtful adoption of AI and emerging technologies within Lifecycle Marketing, identifying opportunities to improve personalization, accelerate experimentation, increase operational efficiency, and unlock new approaches to customer engagement
Collaborate with Integrated Campaigns, Regional Marketing, and other Demand Generation teams to develop prospect nurture strategies that improve engagement, conversion, and pipeline progression while ensuring alignment with broader go-to-market priorities
Partner with Customer Advocacy and Community teams to create coordinated customer experiences that deepen engagement and reinforce the value customers realize from Braze.
Establish scalable processes, systems, and cross-functional ways of working that enable the team to execute with excellence, prioritize high-impact initiatives, and continuously evolve its capabilities as the business grows
WHO YOU ARE
You are a strategic, data-driven marketing leader who believes that exceptional customer experiences are fundamental to sustainable business growth. You understand how to translate product innovation into meaningful customer value and how to connect engagement and adoption to measurable retention and expansion outcomes.
You are equally energized by building teams and building programs. You bring a strong point of view on lifecycle marketing, but also the curiosity, collaboration, and adaptability to shape its future alongside your team and cross-functional partners.
A strategic lifecycle leader with a proven track record of developing and scaling programs that drive prospect conversion, product adoption, customer engagement, retention, and expansion within B2B SaaS organizations
A builder and people leader who thrives on developing talent, establishing clear priorities, and creating the structure and culture needed for a team to do its best work
A customer-centric marketer who understands the relationship between product adoption, time-to-value, customer outcomes, and long-term retention, and knows how to translate those insights into effective lifecycle strategies.
A highly collaborative leader who excels at building trusted relationships and influencing stakeholders across Marketing, Product, Customer Success, Sales, and Revenue teams
An analytical thinker who can connect customer behavior, product usage, and marketing performance to business outcomes, using data to inform strategy, guide investment, and communicate impact
A curious and innovative marketer who embraces experimentation, challenges conventional approaches, and actively explores how AI and emerging technologies can improve customer engagement and marketing effectiveness
A strategic operator who can establish a compelling vision while remaining close enough to execution to guide decisions, solve problems, and ensure high-quality delivery.
8+ years of experience in Lifecycle Marketing, Customer Marketing, CRM Marketing, Growth Marketing, or related fields, including experience building and leading high-performing teams.
Proven experience developing lifecycle strategies and programs that drive measurable business outcomes across both prospect and customer audiences, ideally within a global B2B SaaS organization
Strong understanding of SaaS customer journeys, including onboarding, activation, product adoption, engagement, retention, and expansion, with experience translating product capabilities into customer value
Experience developing product adoption and engagement programs in partnership with Product, Product Marketing, and Customer Success teams. Familiarity with AI-powered products and evolving SaaS product portfolios is highly desirable
Deep expertise in audience segmentation, personalization, journey orchestration, experimentation, and lifecycle analytics, with the ability to translate complex data into actionable strategies.
Experience with customer engagement and marketing automation platforms, including Braze, Marketo, or similar technologies, and a strong understanding of email, in-product messaging, SMS, and other lifecycle channels
Demonstrated ability to establish measurement frameworks, define meaningful KPIs, and communicate lifecycle marketing’s contribution to pipeline, customer value, retention, and business growth
Strong executive communication skills, with the ability to articulate strategy, influence senior stakeholders, and bring cross-functional teams together around shared priorities
Practical experience leveraging AI-powered marketing tools and automation to improve personalization, experimentation, operational efficiency, and team productivity
For candidates based in the United States, the pay range for this position at the start of employment is expected to be between $170,000 and $195,500/year, with an expected On Target Earnings (OTE) between $200,000 and $230,000/year (including bonus or commission).Your exact offer may vary depending on multiple individualized factors, including market location, job-related knowledge, skills, and experience. In addition to cash compensation, this role qualifies for a comprehensive Total Rewards package that includes equity grants of restricted stock (RSUs) so that you will own a piece of our company.
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