Study.com
Director of Lifecycle Marketing
Edtech.com's Summary
- Develop and execute comprehensive lifecycle marketing strategies to boost acquisition, reduce churn, and increase lifetime value.
- Lead journey mapping and use AI tools to automate workflows based on customer behavior and predictive analytics.
- Collaborate with Product team on customer data analysis and conversion rate optimization testing.
- Implement testing and optimization frameworks with KPIs and cohort tracking.
- Partner with Product, BI, and Engineering to create data-enriched lifecycle experiences including event-based triggers and cross-channel messaging.
- Direct go-to-market strategies and ensure alignment across teams for successful product adoption and growth.
- Manage and mentor a team of lifecycle and product marketers to drive strategy and execution.
- Requires 10 years of lifecycle or retention marketing experience, preferably in high-scale SaaS or subscription products.
- Expertise in behavioral segmentation, funnel design, event-based triggers, automation, and lifecycle platforms.
- Fluent in A/B testing, funnel analysis, cohort tracking, predictive churn modeling, and experienced with generative AI tools for campaign creation.
- Salary range: $150,000-$190,000 per year, depending on skills and experience.
Director of Lifecycle Marketing Full Description
Our mission is to open the door to the life-changing impact of education. We build market-leading, online college credit and test-preparation solutions that help working adults earn their degrees, advance their careers, and achieve economic mobility. Recognized by Fast Company and GSV 150 as one of the worldâs most innovative education companies, we are also at the forefront of AI-first learning, combining artificial intelligence with the latest learning science to improve access and outcomes at scale.
Our product is our impact. Through our Keys to College and Keys to the Classroom initiatives, we have saved students over $700 million in tuition and enabled hundreds of thousands of learners to pursue and succeed in careers across nursing, teaching, counseling, business, and other high-demand fields. We are deeply focused on measurable outcomes and building products that create meaningful, lasting change in peopleâs lives.
Study.com is seeking a strategic, data-driven Director of Lifecycle Marketing to architect and scale customer journeys that drive new members, retention, and long-term value. This is a high-impact leadership role where you'll define and execute lifecycle strategies across customer acquisition, onboarding, engagement, and win backâwhile embedding personalized AI-powered workflows into every stage of the customer experience.
Youâll lead channel owners across email, SMS, push, CRO and GTM strategy, and collaborate closely with Growth, Product, Content, Creative, and Data Science to power sustainable SaaS growth.
This role is based in our Mountain View, CA office and is hybrid in office Mondays, Wednesdays, and Thursdays.
What Youâll Do:
- Develop and execute a full-funnel lifecycle marketing strategy that improves acquisition, reduces churn, and increases LTV across all user segments.
- Lead journey mapping and leverage AI tools to manage automated workflows based on customer behavior, lifecycle stage, and predictive analytics to identify key friction points and opportunities
- Collaborate with the Product team to analyze customer data and co-lead CRO testing programs, identifying patterns and opportunities to grow Study.comâs member base and increase CVR, retention, and LTV revenue.
- Implement robust testing and optimization frameworks across lifecycle channels, with clear KPIs and cohort tracking.
- Partner with Product, BI, and Engineering to drive data-enriched lifecycle experiencesâincluding event-based triggers, dynamic messaging, and cross-channel orchestration.
- Share strategic insights and performance results with leadership, developing KPIs and forecasts that align with broader marketing and business objectives.
- Direct go-to-market (GTM) strategy and execution efforts, collaborating with cross-functional stakeholders to ensure cohesive positioning, messaging, and launch plans that drive product adoption and business growth.
- Lead, develop, and actively contribute as both a player and coach to a high-performing team of lifecycle and product marketers, driving strategy, execution, and continuous improvement across all initiatives.
What Youâll Bring To The Role:
- 10 years of experience in lifecycle or retention marketing, ideally within a high-scale SaaS or subscription-based product
- Expertise in behavioral segmentation, event-based triggers, funnel design, and customer journey automation
- Strong track record in email, SMS, push, and in-product messagingâwith deep knowledge of modern lifecycle platforms
- Fluency in A/B testing, funnel analysis, cohort tracking, and predictive churn modeling
- Demonstrated experience using generative AI tools for campaign ideation, copy creation, personalization, or automated segmentation
- Proven ability to influence cross-functional teams and align lifecycle marketing with product and growth goals
- Analytical AI forward mindset with strong collaboration skills and a hands-on leadership style
Nice To Have:
- Prior work in edtech, consumer SaaS, or mission-driven technology companies
The salary range for this position is $150,000-$190,000 per year. Pay is dependent upon factors including skills, work experience, business needs, and market demands.
- Inc. Best Place to Work
- Fortune Great Places to Work â Best Workplaces in the Bay Area
- Golden Bridge Awards â Gold Winner, Corporate Social Responsibility
- San Francisco Business Times & Silicon Valley Business Journal â Best Places to Work
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