Senior Lifecycle Marketer

About the role

Build the lifecycle engine from the ground up.

As the senior lifecycle marketer, you’ll own the automated programs that move customers through every stage of their journey with Dockwa — from prospect to activated user to long-term, multi-product customer.

This is a new role reporting to the Head of Marketing. You’ll map customer journeys, design and launch automation-driven campaigns, and instrument the data flows that make meaningful segmentation and personalization possible at scale. The scope spans both sides of our marketplace — marina operators across the full funnel, and boaters as Dockwa+ grows.

You’ve built lifecycle programs before. You know what they look like when they’re done right. That’s what we’re building here.

Core responsibilities

• Map and own the customer lifecycle end-to-end. Define stages, identify gaps, and build the programs that move accounts forward — from lead to activation to expansion to renewal. 
• Design and launch automation-driven campaigns across email, in-app, nurture, and expansion channels. Programs should improve conversion, time-to-value, and retention — not just generate sends.
• Instrument and maintain data flows between HubSpot, product analytics, and other tools in partnership with business operations. Clean segmentation and reliable triggers are the foundation everything else is built on.
• Partner with Sales and Marina Success to align on lifecycle definitions, SLAs, and handoff playbooks. Automated programs should complement the human touch, not compete with it.
• Own measurement and iteration. Track what the programs are doing, understand why, and make them better. The launch is the starting point.

What we're looking for

Required Experience

• 6+ years in lifecycle marketing, CRM, or marketing automation, with a track record of building programs that drive measurable revenue outcomes.
• Deep HubSpot expertise — complex workflows, lead scoring, lifecycle stages, segmentation, and reporting. You know its limits and how to work around them.
• Experience building full-funnel lifecycle architecture: lead nurture, onboarding, adoption, expansion, churn risk. Not just running campaigns — designing the system.
• Comfortable at the intersection of marketing and data. You can write enrollment criteria, troubleshoot a sync issue, and hold your own in a conversation with a data or operations team.
• B2B SaaS background. You understand how a sales-assist motion works and how lifecycle programs should support it without stepping on it.

Highly Valued Experience

• HubSpot ↔ Salesforce sync experience and the ability to navigate CRM migration complexity.
• PLG or product-assisted sales environments where lifecycle programs bridge marketing, product, and sales.
• Two-sided marketplace experience — understanding both supply and demand lifecycle dynamics.
• Vertical SaaS with a customer base that skews toward smaller, tech-skeptical operators.
• Building from scratch. Not inheriting a mature program — starting with a solid foundation and building on it.