Director, Lifecycle Marketing

About the position

Docusign is seeking an experienced and visionary Director of Lifecycle Marketing to lead customer-centric marketing efforts focused on retention and expansion for global SMB/MM customers. This role involves developing and executing strategies that drive customer engagement, retention, and expansion, contributing to revenue retention and growth. The Director will define target user segments, offers, timing, and channels for customer engagement, working cross-functionally with various teams to scale monetization opportunities. This position is a people manager role reporting to the VP, Lifecycle Marketing.

Responsibilities

• Develop and execute a comprehensive and global lifecycle marketing strategy that encompasses all customer segments, with a strong emphasis on retention and expansion.
• Manage and mentor a team of marketing professionals, providing guidance, direction, and mentorship.
• Define and refine customer segments and personas, tailoring messaging and campaigns to address their unique needs and behaviors.
• Merge Product-Led Growth (PLG) and sales-assisted channels to create a seamless customer experience.
• Continuously improve journey conversion rates by identifying new surface areas within the product and running experiments.
• Accountable for expansion and retention OKRs and targets.
• Work with the Acquisition team to align on ICP and ongoing performance of adoption and retention cohorts.
• Partner with Product Growth to build monetizable in-product surface areas.
• Establish a partnership with Product growth teams to create and execute a roadmap of experiments.
• Develop and execute targeted campaigns that drive retention, upselling, cross-selling, and expansion opportunities.
• Partner with Product Marketing to ensure messaging and content relevance.
• Stay informed about industry trends, emerging technologies, and best practices.

Requirements

• Bachelor's degree in marketing, business, or a related field.
• A minimum of 12 years of proven experience in lifecycle marketing, with a focus on retention and expansion, especially within the B2B SaaS industry.

Nice-to-haves

• MBA.
• Strong leadership and team management skills.
• Expertise in developing and executing lifecycle marketing campaigns.
• Proficiency in using marketing automation tools, CRM systems, and analytics platforms.
• Excellent communication and presentation skills.
• Exceptional project management skills.
• A passion for technology and a commitment to staying current with industry trends.

Benefits

• Paid Time Off: earned time off, as well as paid company holidays based on region.
• Paid Parental Leave: take up to six months off with your child after birth, adoption or foster care placement.
• Full Health Benefits Plans: options for 100% employer paid and minimum employee contribution health plans from day one of employment.
• Retirement Plans: select retirement and pension programs with potential for employer contributions.
• Learning and Development: options for coaching, online courses and education reimbursements.
• Compassionate Care Leave: paid time off following the loss of a loved one and other life-changing events.