Lifecycle Marketer

Lifecycle Marketer

REPORTS TO

GTM Enablement Director

WHO ARE WE

As one of the most significant purchases we'll ever make, a new home deserves to be the most exciting and enjoyable experience of our life. While owning a home should be simple and joyful, people's best asset is their least supported and biggest headache.

Virtuo's mission is to help new homeowners to quickly and effortlessly begin enjoying their homes, and continue enjoying them. When ownership decisions can be complex and overwhelming, Virtuo is the trusted unbiased guide to help make them faster.

WHAT YOU'LL BE DOING

As our Lifecycle Marketing Manager, you'll own the full funnel of end-customer activation and monetization; from initial entry through our B2B2C channel partners to driving service attachment and revenue growth. You'll work at the intersection of our partners' needs and our customers' needs, creating campaigns and experiences that guide customers through onboarding and unlock service adoption and upselling opportunities.

Your focus will be on two core metrics: improving customer activation % and growing Average Revenue Per Customer (ARPC) through strategic campaigns, data-driven segmentation, and tight collaboration with marketing, product, and our concierge team.

• Own campaign execution across the full customer lifecycle; from activation through revenue expansion and retention
• Use customer.io, Segment, Amplitude, and HubSpot to build segmentation strategies that identify high-potential customers and activation blockers
• Design and execute campaigns that drive customers to complete onboarding and call bookings across channels including email, SMS, and in-app messaging.
• Identify opportunities to increase service attachment and upselling, and execute campaigns to capitalize on them
• Analyze campaign performance and customer behavior data to continuously improve activation rates and ARPC
• Collaborate with Marketing to adapt campaigns and messaging; partner with Product to align on onboarding experience; work with our concierge team to ensure seamless handoffs
• Write email and SMS copy, create creative briefs, and partner with design teams to execute campaign assets. Ensure consistent brand voice and messaging across all customer touchpoints.
• Develop insights on customer segments, their activation patterns, and barriers to adoption. Communicate findings to leadership and cross-functional partners
• Contribute to lifecycle marketing asset development and playbook refinement
• Measure and communicate impact of lifecycle initiatives against activation % and revenue goals. With support of data teams, establish campaign naming/tracking, conversion events, activation metrics, and performance visibility across automated and transactional comms.
• Capture client objections, blockers, and feedback, then synthesize it into refined positioning, lifecycle programs, and product recommendations.

WHAT WE'RE LOOKING FOR

• 5+ years of experience in marketing, lifecycle marketing, customer marketing, or related role
• Hands-on experience creating and executing marketing campaigns that drive customer engagement and retention
• Demonstrated ability to analyze data and extract insights that inform marketing strategy
• Familiarity with marketing automation, email, and customer engagement platforms (customer.io or similar is a plus)
• Experience with analytics platforms (Amplitude, Mixpanel, or similar) and SQL/data querying is valued
• Comfort with B2B2C or multi-stakeholder marketing models is an asset
• Strong collaboration skills - you'll partner cross-functionally and need to communicate clearly with non-marketing teams
• Ability to balance strategic planning with hands-on campaign execution