Lifecycle Marketing Lead (PLG SaaS) – 26051601 Job at United Kingdom, GB Full Time NEW

We are looking for a senior lifecycle marketer who wants to build, own, and optimize a complete behavioral email and retention system from the ground up.

This is not a campaign management role.

You will architect the lifecycle infrastructure that powers how users move from signup → activation → upgrade → retention. You will work directly with product and engineering to define event tracking, behavioral triggers, retention segmentation, and lifecycle automation across the entire customer journey.

If you enjoy building systems, thinking deeply about user behavior, and turning product signals into high-performing lifecycle programs, this role was designed for you.

What You’ll Own

Upsell & Conversion System

You’ll design and optimize the behavioral flows that convert free users into paid subscribers.

This includes:

• Building trigger-based lifecycle sequences tied to product behavior

• Creating upgrade journeys based on user intent and engagement

• Designing segmentation logic for different user states

• Running A/B tests across messaging, timing, CTAs, and offers

• Optimizing upgrade conversion rates continuously

You’ll work on flows for:

• Users who signed up but never returned

• Users who haven’t used their credits

• Users who exhausted credits but didn’t upgrade

• Partial feature adopters

• High-usage users approaching limits

Retention & Churn Reduction

You will build retention system from zero.

This includes:

• Designing a Satisfaction Score model based on product usage and engagement

• Building retention segments (Champion, Engaged, At-Risk, Dormant)

• Creating automated retention and win-back flows

• Managing onboarding NPS, quarterly NPS, churn surveys, and feedback loops

• Monitoring churn trends and retention health over time

Your work will directly impact:

• Monthly churn rate

• Retention health

• User engagement

• Expansion revenue

Lifecycle Infrastructure

You won’t inherit a mature system — you’ll build it.

You’ll:

• Select and configure the ESP

• Define event tracking requirements with engineering

• Help structure the behavioral data pipeline

• Own lifecycle architecture and automation logic

• Build reporting dashboards and KPI tracking

• Manage deliverability and email health

You should be comfortable discussing:

• Product events

• Trigger logic

• Tracking requirements

• User states

• Data flow

• Lifecycle segmentation

with engineering and product teams.

What Success Looks Like

First 30 Days

• ESP selected and configured

• Core lifecycle architecture live

• Main upsell sequences launched

• First A/B tests running

Required Experience

• 4–6+ years in Lifecycle Marketing, CRM, Retention Marketing, or Marketing Automation

• Experience in SaaS, PLG, subscription, or freemium products

• Strong hands-on experience with tools like:

  • Customer.io

  • Klaviyo

  • Braze

  • HubSpot

  • Iterable

• Experience building behavioral trigger systems

• Understanding of event-based architecture and user tracking

• Experience working closely with product and engineering teams

• Strong analytical mindset with experience improving:

  • retention

  • activation

  • re-engagement

  • free-to-paid conversion

• Ability to both build automation logic and write effective lifecycle messaging

Strong Plus

• PLG or freemium business experience

• Experience building lifecycle systems from scratch

• Familiarity with Segment, Mixpanel, Amplitude, or PostHog

• Experience with NPS frameworks and satisfaction scoring

• Experience with AI, EdTech, or consumer SaaS products

This Role Is NOT For You If…

• Your background is mostly campaign execution

• You primarily managed send calendars

• You only worked from existing briefs or systems

• You haven’t collaborated closely with engineering/product

• Your experience is mostly newsletters or batch campaigns

This role requires systems thinking, ownership, and strategic decision-making.