Director, Lifecycle Marketing

Director Of Lifecycle Marketing - Retention And Expansion

Company Overview : Docusign brings agreements to life. Over 1.5 million customers and more than a billion people in over 180 countries use Docusign solutions to accelerate the process of doing business and simplify people's lives. With intelligent agreement management, Docusign unleashes business-critical data that is trapped inside of documents. Until now, these were disconnected from business systems of record, costing businesses time, money, and opportunity. Using Docusign's Intelligent Agreement Management platform, companies can create, commit, and manage agreements with solutions created by the #1 company in e-signature and contract lifecycle management (CLM).

What You'll Do : We are seeking an experienced and visionary Director of Lifecycle Marketing to lead our customer-centric marketing efforts focused on retention and expansion for our global SMB / MM customers. As a key leader in the Lifecycle Marketing team, you will have the unique opportunity to help create and define a new function charged with unlocking significant growth opportunities across the business. In this role, you will be responsible for developing and executing strategies that drive customer engagement, retention, and expansion, ultimately contributing to our revenue retention and growth. In this role you will be a pioneer, spearheading the creation of a new GTM motion that spans a product-led and sales-led customer engagement strategy. As the Director, Lifecycle Marketing - Retention and Expansion, you will define who we target (user segments), which offers we serve (content, demos, price offers, sales-touch), when we serve (moments in the journey), and where we serve these offers (in-product and email). This is a highly visible and cross-functional role where you'll work with Regional Marketing, PLG, Growth Operations, Customer Success and the world-wide field organization to define test and scale monetization opportunities. You'll work closely with our Analytics team to build predictive data models and meaningful segments, and guide the entire post-purchase journey to retain and monetize our customer base. 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, by merging PLG and sales-assisted channels
• Manage and mentor a team of marketing professionals, providing guidance, direction, and mentorship to ensure the successful execution of lifecycle marketing campaigns and initiatives
• 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 that leverages the strengths of both approaches
• Improve journey conversion rates continuously by identifying new surface areas within the product, developing testable hypotheses, and running experiments to validate them
• Accountable for expansion and retention and expansion OKRs and targets
• Work with the Acquisition team to align on ICP and ongoing performance of adoption and retention cohorts to ensure a monetizable and predictable funnel
• Partner with Product Growth to build and carve out monetizable in-product surface areas to drive adoption, retention and expansion
• Establish a partnership with Product growth teams to create and execute a roadmap of experiments that improve metrics across the funnel
• Develop and execute targeted campaigns that drive retention, upselling, cross-selling, and expansion opportunities for sales-assisted customers
• Partner with Product Marketing to ensure messaging and content relevance to improve engagement
• Stay informed about industry trends, emerging technologies, and best practices, prov