Lifecycle Marketing Manager

Vaan, A Verndale Company, is a brand and commerce agency built for the DTC era. We partner with category-defining, digitally native brands to design, build, and optimize high-performing commerce experiences where brand and conversion are inseparable. Our approach—Brand Conversion Design—blends world-class creative, rigorous UX, and deep Shopify Plus expertise to turn storytelling into growth at scale. As part of Verndale, we bring enterprise-grade thinking with the speed, taste, and performance mindset of a modern DTC growth partner.

Overview

We’re looking for a B2B Lifecycle Marketing Manager to own and scale our CRM and email marketing engine.

This role sits at the intersection of data, content, and growth. You’ll be responsible for turning a complex set of audiences—across industries, technologies, and partnerships—into highly targeted, high-performing lifecycle programs.

You won’t just operate campaigns—you’ll architect the system.

What You’ll Do

Own the CRM & Lifecycle Strategy

• Fully own our CRM and email marketing ecosystem (platform, data structure, segmentation, execution)

• Design and implement lifecycle strategies across the funnel: lead nurture, partner engagement, reactivation, and pipeline acceleration

• Build scalable systems that allow us to send hundreds of highly targeted emails per month

Audience Segmentation & Data Enrichment

• Consolidate, clean, and enrich multiple contact databases into a unified CRM

• Develop sophisticated segmentation strategies across:

  • Industry verticals (e.g., beauty, CPG, wellness, etc.)

  • Technology ecosystems (e.g., Shopify, headless, etc.)

  • Partner types (agencies, platforms, integrations)

  • Roles/personas (founders, CMOs, eCommerce leads)

• Continuously refine segmentation logic based on engagement and conversion data

Campaigns, Flows & Automation

• Build and optimize lifecycle flows including:

  • Lead nurturing sequences

  • Partner outreach and activation

  • Event follow-ups

  • Case study and content distribution

• Manage a high-volume outbound cadence across segmented lists without sacrificing quality or relevance

• Implement testing frameworks (A/B testing, send time optimization, messaging variations)

Content Collaboration & Creation

• Work closely with the content and creative teams to develop compelling, educational email content

• Translate internal insights, case studies, and POVs into targeted messaging for specific cohorts

• Independently write and ship emails when needed—this is a hands-on role

Performance & Optimization

• Define KPIs across lifecycle stages (open rates, CTR, MQLs, meetings booked, pipeline influenced)

• Analyze performance and continuously iterate on segmentation, messaging, and cadence

• Build reporting dashboards and share insights with leadership

Who You Are

• 4–7+ years in lifecycle, CRM, or email marketing (preferably in B2B, agency, or SaaS environments)

• Deep experience with CRM and email platforms (e.g., HubSpot, Salesforce, Klaviyo, Customer.io, etc.)

• Strong analytical mindset—you’re comfortable manipulating lists, structuring data, and finding patterns

• Highly organized and systems-oriented—you think in flows, not one-off campaigns

• Strong writer—you can produce clear, compelling B2B content without heavy oversight

• Comfortable operating in a high-volume, high-velocity environment

• Collaborative but self-directed—you can work across teams but also execute independently

What Success Looks Like

• A clean, structured, and intelligently segmented CRM

• A robust lifecycle program sending hundreds of targeted emails monthly

• Clear engagement across key cohorts (industry, partner, persona)

• Measurable contribution to pipeline generation and sales conversations

• A repeatable system that turns content into consistent inbound and outbound demand

Bonus Points

• Experience in eCommerce, Shopify ecosystem, or digital agencies

• Familiarity with partner marketing and co-marketing programs

• Experience building lifecycle systems from scratch or restructuring messy CRM data

Why This Role Matters

This is a foundational growth role. Done well, it becomes one of the primary drivers of pipeline and brand authority—turning our ideas, work, and network into a consistent engine for new business.