Lifecycle Marketing Lead
About the Role
As the Lifecycle Lead, you will own PandaDoc's full lifecycle campaigns function: leading a team of Campaign Managers responsible for engaging customers across every stage of their journey with PandaDoc, from prospect education through to customer expansion.
PandaDoc is a leading document automation platform used by sales and revenue teams to create, send, and manage proposals, contracts, and agreements. Our customers range from self-serve small business users who onboard independently to enterprise accounts working closely with our sales and customer success teams. Our lifecycle campaigns need to serve both motions with equal sophistication and with a unified experience.
You will lead a team that owns the prospect experience, new customer activation and onboarding, product adoption, and customer expansion and retention programs. You will also oversee our integrated campaigns function - ensuring that major go-to-market moments land consistently across every stage of the customer lifecycle. This is a role for someone who thinks end-to-end, builds for scale, and believes great lifecycle marketing is a growth lever, not a communication exercise. Critically important to success in this role is using AI as a force multiplier - an enabler for your team to move faster, test more, and personalize in ways that you couldn’t without AI systems in the mix.
You will be a key strategic partner to leaders across Growth Marketing, Product Marketing, Sales, Customer Success, and Product, with shared OKRs that your team will be responsible for helping to drive. You will be the advocate for your team's needs: the tooling, data access, the cross-functional alignment, and the strategic air cover to do the work well.
In this role, you will:
**Own the lifecycle campaigns strategy end-to-end**
Define and continuously refine the campaign strategy across prospect conversion, adoption, expansion, and retention. Success looks like delivering an engaging, delightful journey for both self-serve and sales-assisted customers that drives measurable outcomes at every stage.
**Lead and develop a high-performing team**
Directly manage a team of Campaign Managers, each owning a distinct stage of the customer lifecycle. You'll set a high bar for campaign quality and strategic thinking, invest in your team's growth, and build a culture where experimentation and accountability go hand in hand.
**Oversee integrated campaign execution**
You’ll also manage the Campaign Manager who owns integrated campaigns, working with the directive to make sure major campaigns are designed to land across the full lifecycle, with each stage owner enabled to promote effectively to their segment of the audience. You'll bring the connective tissue between campaign moments and ongoing lifecycle programs.
**Use AI and System Building to scale experimentation velocity and team impact**
You’ll be managing a team of brilliant marketers, and it’s your job to supercharge their impact beyond the headcount you have. That means developing their fluency with AI tools, identifying workflows that should be automated, partnering with Marketing Ops to create agentic campaigns systems, shipping experiments and documenting learnings at new speeds. Most importantly, you’ll be able to redirect the time you free up for your team to high value experiments.
**Shape how PandaDoc engages customers across owned channels**
Drive the strategy and execution of campaigns across email, in-app, and other owned channels. You’ll come in with a perspective on messaging relevance, timing, and personalization that makes our audience eager to hear from us.
**Partner across the marketing org and beyond**
Work closely with the Senior Director of Growth Marketing to align lifecycle priorities with broader demand gen strategy. Build tight relationships with Product Marketing (on messaging and launch support), Sales (on prospect handoffs and lead quality), Customer Success and Account Management (on expansion and retention programs), and Product teams (on activation and adoption motions).
**Champion the team's technical and operational needs**
Ensure your team has the marketing automation infrastructure, data, and tooling to execute at the speed and sophistication the business requires. Partner with Marketing Operations and GTM Data to improve targeting, personalization, and measurement capabilities over time.
**Build for both motions**
PandaDoc serves customers through both a self-serve and a sales-assisted motion. You'll ensure our lifecycle programs are designed with both in mind, and that the handoffs between them are seamless.
About You
- 6+ years of experience in B2B lifecycle or Integrated campaigns marketing with at least 3 years leading and developing high-performing teams
- A track record of building lifecycle programs that drive measurable business outcomes of MQLs, pipeline, activation, retention, and revenue
- Strong analytical instincts: you can interrogate campaign data, identify what's driving or suppressing performance, and turn that into an experimentation strategy
- Ingrained with AI-powered marketing tools in your workflow - whether that’s using AI to generate and test campaign messaging faster, or having created systems for faster insight loops from experiments. AI has made you measurably more productive, and you have a POV on scaling that to the team.
- Hands-on experience with marketing automation platforms and CRM tools; you understand the technical landscape well enough to push for what your team needs
- A systems thinker's approach to the customer journey — you see how prospect programs connect to activation, activation connects to expansion, and you design accordingly
- Experience working in a dual-motion B2B environment (self-serve and sales-assisted) is a strong plus
- The ability to operate at both the strategic and executional level — you can write a compelling campaign brief and a compelling business case in the same week
- Strong cross-functional relationship skills; you build trust with Sales, CS, and Product teams by showing up prepared, communicating clearly, and following through
- Comfort with ambiguity and a bias toward action — you define clarity rather than waiting for it
- Genuine curiosity about customers: what makes them adopt, what makes them stay, and what makes them grow
