Lifecycle Marketing Senior Specialist

About the role

Rentals is one of the largest, fastest-growing segments in real estate. Zillow Rentals (ZR) is on a mission to reimagine renting and become the leading destination Renters love and trust-enabled by partners and products that deliver the most properties and end-to-end renter services through an engaging, seamless experience. Within Rentals, this role sits squarely in the B2B marketing engine-focused on driving adoption of Zillow Rental Advertising services with Property Managers. This is a revenue-impacting role responsible for strengthening pipeline performance and accelerating partner growth. We're looking for a B2B lifecycle marketer who deeply understands how leads move from first touch to closed-won-and what it takes to improve every stage in between. As a Lifecycle Marketing Sr. Specialist, you will design and execute full-funnel B2B programs that drive demand, nurture prospects, accelerate pipeline, and increase revenue. You will partner closely with Sales, Demand Gen, Product Marketing, Marketing Operations, and Event Marketing to ensure leads are captured, scored, routed, nurtured, and converted effectively.This role requires hands-on experience with B2B marketing automation platforms and a strong command of funnel mechanics, lead scoring models, nurture strategy, and revenue attribution. This role directly influences revenue growth by ensuring Zillow Rentals' B2B funnel is high-performing, measurable, and scalable. You will help transform marketing from a lead generator into a true pipeline and revenue driver.

Responsibilities

• Full-Funnel Lifecycle Strategy (B2B)
• Design and execute scalable lifecycle programs spanning MQL → SQL → Opportunity → Closed-Won → Retention
• Diagnose conversion gaps and friction points across the funnel and implement data-backed improvements
• Improve pipeline velocity, lead-to-opportunity conversion, and revenue contribution
• Nurture & Engagement Programs
• Develop segmented, multi-touch nurture programs aligned to buying stage, persona, and cohort
• Create re-engagement campaigns to activate stalled or aging leads
• Continuously test messaging, timing, channel mix, and offers to improve performance
• B2B Event Marketing Integration
• Partner with Event Marketing and Demand Gen to maximize event ROI
• Design pre-event, at-event, and post-event nurture streams
• Operationalize event lead capture, scoring, segmentation, and pipeline follow-up
• Automation & Personalization at Scale
• Scope and implement automated lifecycle journeys within Salesforce/Pardot, Marketo, HubSpot, or similar platforms
• Leverage dynamic content and cohort-based personalization strategies
• Collaborate cross-functionally to ensure accurate tracking and reporting
• Performance & Revenue Accountability
• Use pipeline metrics, attribution reporting, and lifecycle dashboards to evaluate impact and merchandise efforts.
• Translate insights into clear recommendations and optimization roadmaps
• Tie marketing activity directly to pipeline and revenue outcomes
• In California, Connecticut, Maryland, Massachusetts, New Jersey, New York, Washington state, and Washington DC the standard base pay range for this role is $90,900.00 - $145,100.00 annually. This base pay range is specific to these locations and may not be applicable to other locations.
• In Colorado, Hawaii, Illinois, Minnesota, Nevada, Ohio, Rhode Island, and Vermont the standard base pay range for this role is $86,300.00 - $137,900.00 annually. The base pay range is specific to these locations and may not be applicable to other locations.

Requirements

• 3-5+ years of B2B lifecycle, CRM, or demand generation experience in a revenue-driven organization
• Strong working knowledge of B2B funnel mechanics , pipeline metrics, lifecycle stage definitions, and revenue attribution
• Demonstrated experience building and optimizing:
• Segmented automated nurture programs that convert
• Event marketing campaigns
• Building on previous success and evolving programs
• Hands-on experience with a B2B marketing automation platform (Salesforce/Pardot, Marketo, HubSpot, etc.)
• Proven track record of improving MQL-to-SQL conversion, accelerating pipeline velocity, or increasing closed-won rates
• Strong analytical mindset; comfortable working with tools like GA, Databricks, Salesforce reporting, or similar
• Experience b

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