Customer Lifecycle Manager

About the Role The Customer Lifecycle Manager plays a critical role in shaping and optimizing how customers experience D2L throughout their entire journey—from onboarding and adoption to maturity, renewal, and expansion. This role designs and operationalizes lifecycle programs that improve customer engagement, reduce churn, and drive long-term value realization. What You'll Do

• Define and own the GTM strategy and planning frameworks for product launches, feature releases, and customer growth initiatives.
• Translate company and segment priorities into clear GTM plans, timelines, and measurable outcomes.
• Establish planning cadences to align Product Marketing and Customer Marketing.
• Develop and own the customer lifecycle strategy, aligning programs to onboarding effectiveness, product adoption, renewal health, and expansion opportunities.
• Build scalable lifecycle frameworks that support customers from initial implementation through long-term engagement.
• Define audience segments and lifecycle stages, and build automation strategies to support each.
• Create proactive engagement programs that promote adoption, deepen product usage, and mitigate churn risks.
• Design multi-channel communication strategies (email, in-app messaging, webinars, knowledge content) tailored to customer needs and behavioral insights.
• Partner with Customer Success Managers to ensure lifecycle programs support a consistent and impactful customer experience.
• Use customer behavioral data, health metrics, and journey analytics to prioritize lifecycle initiatives.
• Monitor program performance, KPI trends, and customer engagement to drive continuous improvements.
• Identify churn signals and partner with CS leadership to design targeted intervention campaigns.
• Build automated workflows and customer journeys using tools such as HubSpot, Planhat, Salesforce, or equivalent platforms.
• Manage lifecycle campaigns end-to-end, including segmentation, messaging, testing, and measurement.
• Work with marketing operations to ensure data quality, integration consistency, and automation best practices.
• Develop clear, value-oriented messaging that supports the customer journey at every stage.
• Collaborate with Product Marketing and Content teams to produce onboarding guides, feature-adoption messaging, and renewal content.
• Ensure all messaging aligns with D2L’s brand, tone, and customer needs.
• Partner closely with Customer Success, Product, Sales, and Support to ensure cohesive lifecycle experiences.
• Gather insights from field teams and customer feedback sources to enhance journey design.
• Align lifecycle programs with product releases, customer programs, and strategic initiatives. What We're Looking For
• Strategic Thinking: design end-to-end customer lifecycle strategies that influence retention and expansion.
• Customer-Centric Mindset: deep commitment to understanding customer needs and driving value realization.
• Data-Driven Decision Making: experienced in analyzing customer health, journey metrics, and engagement insights.
• Marketing Automation Expertise: proficiency with lifecycle automation platforms (HubSpot, Marketo, Planhat, Salesforce, etc.).
• Content Development: strong writing and storytelling skills to craft effective customer communications.
• Project Management: ability to manage multiple priorities and drive cross-functional initiatives.
• Collaboration & Influence: adept at working across Customer Success, Product, Sales, and Marketing.
• Problem-Solving: proactively identifies issues and creates scalable solutions.
• AI Acumen: ability to leverage emerging AI tools to support personalization, content generation, and lifecycle optimization.
• 5+ years of experience in lifecycle marketing, customer marketing, or related fields.