This job is closed
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About the position
Handshake is hiring an experienced and strategic Sr. Director, Lifecycle Marketing, Product-led growth to lead efforts in designing, optimizing, and scaling our customer journey to drive acquisition, engagement, retention, and expansion of small businesses. If you're passionate about data-driven growth and crafting impactful customer experiences, we want to hear from you! In this role, you'll be the architect of the customer journey, driving engagement and conversion of our large body of free employer users. You'll also collaborate closely with our PMM and Demand team to drive awareness of Handshake among small and medium businesses, leading to free job creation. You will be close partners with cross-functional teams, including Product, and Sales to drive awareness and job creation to build marketing programs that increase product adoption and drive measurable growth in a PLG environment, ultimately leading to upsell into enterprise sales when appropriate. This position will be based in our San Francisco office location and requires a hybrid work week.
Responsibilities
- Develop and own the end-to-end customer lifecycle strategy to maximize user engagement, retention, and monetization.
- Design onboarding flows and campaigns that educate, activate, and convert new users into power users.
- Build targeted campaigns to re-engage inactive users, nurture active users, and reduce churn through tailored communications and interventions.
- Partner with Product, Data, and Customer Success teams to align lifecycle initiatives with business goals and user needs.
- Implement A/B testing and multivariate experiments to optimize campaign performance and customer touchpoints.
- Leverage data analytics to understand user behavior, segment audiences, and refine lifecycle strategies.
- Identify opportunities for upselling, cross-selling, and converting free users to paid tiers, while nurturing loyal advocates for referral programs.
- Lead and mentor a team of lifecycle marketing professionals, fostering a culture of creativity and performance excellence.
Requirements
- 8+ years in lifecycle marketing, retention marketing, or a related role, preferably in a PLG environment.
- Deep understanding of product-led growth strategies and experience driving growth in SaaS or subscription-based models.
- Strong proficiency in using data analytics tools (e.g., Amplitude, Mixpanel, Looker) and CRM platforms (e.g., HubSpot, Marketo, Braze).
- A passion for delivering exceptional customer experiences through targeted and relevant messaging.
- Ability to connect the dots between user behavior, business goals, and marketing tactics to deliver impactful outcomes.
- Proven ability to manage and inspire a high-performing team.
- Excellent written and verbal communication skills, with the ability to influence and align stakeholders.
Nice-to-haves
- Experience working with freemium or usage-based pricing models.
- Familiarity with customer feedback loops and NPS programs.
- Strong technical understanding of marketing automation tools and personalization platforms.
Benefits
- Equity and ownership in a fast-growing company.
- 16 Weeks of paid parental leave for birth giving parents & 10 weeks of paid parental leave for non-birth giving parents.
- Comprehensive medical, dental, and vision policies including LGBTQ+ Coverage. We also provide resources for Mental Health Assistance, Employee Assistance Programs and counseling support.
- $500/£360 home office stipend for you to spend during your first 3 months to create a productive and comfortable workspace at home.
- Generous learning & development opportunities and an annual $2,000/£1,500/€1,850 stipend for you to grow your skills and career.
- Financial coaching through Origin to help you through your financial journey.
- Monthly internet stipend and a brand new MacBook to allow you to do your best work.
- Monthly commuter stipend for you to expense your travel to the office (for office-based employees).
- Free lunch provided twice a week across all offices.
- Referral bonus to reward you when you bring great talent to Handshake.
