Senior Manager, Lifecycle Marketing

Overview

Toast creates technology to help restaurants and local businesses succeed in a digital world, helping business owners operate, increase sales, engage customers, and keep employees happy. We're building a world-class Customer Marketing team that creates meaningful connections with the restaurant and retail operators we serve.

We are seeking a Senior Manager, Lifecycle Marketing to build, run and optimize the lifecycle programs that drive customer engagement, adoption, retention, expansion and cross-sell growth. Reporting to the Director, Lifecycle Marketing, this leader will turn lifecycle strategy into live, automated customer journeys and own their day-to-day performance.

The ideal candidate is a hands-on lifecycle marketer with strong marketing automation skills and a track record of launching personalized, behavior-based journeys that move business metrics. They are comfortable building in Marketo, analyzing results; they are eager to apply AI, automation and predictive signals to make lifecycle programs more efficient, more relevant and more effective at driving cross-sell.

A day in the life (Responsibilities):

Lifecycle Journey Management

Build and manage lifecycle programs across conversion, onboarding, activation, adoption, retention, renewal support and cross-sell, within the strategy set by the Director.

Design customer journeys that align messaging, offers, channels and timing to customer needs and business priorities.

Translate key lifecycle moments and customer signals into triggers, segments and journey logic.

Launch segmented, behavior-based programs that improve engagement, product usage, retention and revenue growth.

Work with Product Marketing, Customer Success, Sales, Revenue Operations and Analytics to plan, launch and measure programs.

Cross-Sell Programs

Run lifecycle-driven cross-sell programs end to end, including audience selection, journey build, campaign execution, testing and performance optimization.

Build cross-sell audiences and journeys using customer behavior, product usage, firmographic data, lifecycle stage and propensity signals.

Coordinate with Sales and Customer Success on cross-sell handoff points, enablement materials and follow-up processes.

Execute integrated campaigns that support both self-serve and sales-assisted expansion motions.

Track and report cross-sell impact on pipeline, bookings, conversion, attach rate, engagement and incremental revenue.

AI-Enabled Lifecycle Marketing

Implement AI-powered workflows, automation and personalization across lifecycle programs.

Pilot and scale AI use cases in campaign build, segmentation, content creation, journey orchestration and testing.

Apply predictive analytics and customer signals to personalize messaging, channel selection, product recommendations and cross-sell offers.

Work with Global Analytics, Product and Marketing Operations to put propensity scores, next-best-action logic and automated insights into live journeys.

Optimization

Maintain lifecycle dashboards and reporting tied to engagement, adoption, retention, expansion and revenue.

Run the test-and-learn roadmap across journey design, messaging, segmentation, channel mix, timing, personalization and offers.

Analyze campaign and journey performance and act on opportunities to optimize and scale.

Share lifecycle insights and recommendations with marketing, product, sales and customer success teams.

What you’ll need to thrive (Requirements):

10+ years of experience in lifecycle marketing, customer marketing, growth marketing, CRM marketing, marketing automation or related roles.

2+ years of experience managing people or leading lifecycle, CRM or marketing automation programs.

Hands-on experience running cross-sell, expansion, upsell or customer growth programs with measurable results.

Strong technical skills in marketing automation, journey orchestration, segmentation, campaign operations and personalization.

Advanced, hands-on proficiency in Marketo or a similar platform.

Experience building complex automated journeys using behavioral triggers, customer attributes, lifecycle stages, scoring, suppression logic and dynamic content.

Solid understanding of customer lifecycle management, retention, adoption, engagement, renewal support and expansion motions.

Experience using data to build audiences, measure performance and optimize campaigns.

Familiarity with CRM, CDP, product analytics, web analytics and data warehouse environments such as Salesforce, Snowflake, BigQuery or similar.

Experience applying AI, predictive analytics, personalization or experimentation in marketing programs.

Preferred Qualifications:

Experience in B2B SaaS, technology, or fintech

Experience supporting product-led, sales-led or hybrid go-to-market motions.

Knowledge of customer segmentation, propensity modeling, lead scoring, product usage signals, customer health scoring and revenue attribution.

Experience wi