Lifecycle Marketing Manager

At Vanta, our mission is to help businesses earn and prove trust. We believe that security should be monitored and verified continuously, and we empower companies to practice better security and prove it with ease. Vanta has a kind and talented team, and while some have prior security experience, many have been successful at Vanta without it.

As a Lifecycle Marketing Manager at Vanta, you will play a critical role in building and scaling a best-in-class lifecycle marketing function for our customers. You’ll design and execute data-driven, multi-channel programs that engage and educate customers across every stage of their journey—driving measurable impact on onboarding, activation, product adoption, retention, and expansion.

This is a highly strategic and foundational role. You’ll bring strong product acumen and a deep understanding of customer behavior to identify high-impact opportunities, map complex journeys, and build the systems and frameworks that define lifecycle marketing at Vanta.

The Lifecycle Marketing team sits within Growth Marketing and is responsible for delivering the right message to the right audience at the right time—while shaping a seamless, end-to-end customer experience across every touchpoint.

What you’ll do as a Lifecycle Marketing Manager at Vanta

- Own lifecycle strategy and execution across email, in-product, and other channels to drive onboarding, activation, retention, and expansion.

- Map and maintain end-to-end customer journeys, identifying key moments, gaps, and opportunities for impact.

- Design and execute end to end lifecycle programs from ideation through launch, QA, and iteration.

- Translate product usage and behavioral signals into targeted, trigger-based lifecycle programs.

- Define segmentation and size audiences using product and CRM data to prioritize highest-impact opportunities.

- Use AI as a core part of how you work to accelerate personalization, increase testing velocity, and automate lifecycle workflows.

- Establish scalable experimentation frameworks (A/B, multivariate, holdouts) that drive continuous learning and optimization.

- Drive cross-functional partnership with Product, Product Marketing, Marketing Ops, Data, Sales, and Customer Success to align on customer insights, influence roadmap decisions, and deliver cohesive, high-impact lifecycle programs.

- Develop compelling messaging, content, and visuals that resonate with B2B audiences.

- Own performance reporting and use insights to inform prioritization and roadmap decisions.

- Support product launches and strategic initiatives through coordinated lifecycle campaigns.

- Maintain data quality and compliance while enabling accurate segmentation and behavioral targeting.

How to be successful in this role

- 4–6 years of B2B lifecycle marketing experience focused on adoption, retention, and expansion, ideally within a product-led growth (PLG) environment.

- Expertise in marketing automation (e.g., HubSpot, Marketo) and CRM systems (e.g., Salesforce).

- Strong analytical skills with experience using behavioral and product data to inform strategy.

- Experience building triggered, behavior-based lifecycle programs.

- High product acumen and ability to identify and size impactful opportunities.

- Experience mapping customer journeys and documenting lifecycle frameworks.

- Strong creative instincts across messaging, content, and campaign development.

- Experience running structured experimentation programs.

- Excellent cross-functional collaboration and project management skills.

- Familiarity with in-product messaging tools (e.g., Pendo, Intercom, Chameleon) is a plus.

- Must be authorized to work in the U.S. without the need for current or future employer sponsorship.

- Open to using AI to amplify their skills and strengthen their work - demonstrating curiosity, a willingness to learn, and sound judgment in applying AI responsibly to improve efficiency and impact.

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