Lifecycle Marketer

About the role

As Baselayer's first dedicated Lifecycle Marketer, you'll own the customer journey from the first email after sign-up through every nurture, upsell, and win-back that follows. You'll architect the sequences that turn new sign-ups into activated customers, surface high-intent users to Sales at the right moment, and bring people back when they slip. You'll measure all of it on engagement-to-conversion outcomes. This role is hands-on. You'll write the briefs, build the flows, set up the triggers, and read the results yourself. You'll also own a flagship project from day one: standing up the Business Profile nurture program once that product is live, designing the welcome and activation sequences, the engagement nurtures, the upgrade paths, and the analytics that prove it's working.

Responsibilities

• Acquisition & Activation Email
• Own the early lifecycle: welcome series, sign-up confirmation, onboarding nudges, and activation flows that get new customers to first value fast
• Partner with growth and product to close the gap between sign-up and the moment someone gets real value
• Define the activation milestone and instrument it across the customer journey
• Nurture Architecture
• Design and build nurture sequences that move users between stages - top-of-funnel education, mid-funnel consideration, post-activation deepening
• Treat sequences like product: versioned, instrumented, and continuously improved
• Build a reusable template and modular content system so campaigns ship faster without sacrificing quality
• Upsell, Win-Back & Retention
• Build upsell journeys that introduce add-ons and expansion features at the right moments based on usage and account signals
• Design re-engagement sequences for lapsed and at-risk users with clear targets and exit criteria
• Build retention and gift programming for active customers, loyalty moments, milestone touchpoints, and gifting flows that make people feel seen
• Intent Signal Automations
• Translate behavioral and product signals (page visits, feature usage, search behavior, third-party intent data) into triggered flows
• Surface high-intent users to Sales at the right moment and route the right offer based on signal strength
• Build the operational handoff between lifecycle automation and sales-assisted motion
• Engagement → Conversion Analytics
• Define and instrument the funnel from email/SMS engagement to in-product conversion
• Own a weekly scorecard that connects send-side metrics to revenue outcomes, cohort conversion, time-to-action, and incremental lift, not just opens and clicks
• Run cohort and funnel analyses to surface where the journey breaks; bring those findings into the planning cycle
• Business Profile Nurtures
• Be the lifecycle owner for the Business Profile launch
• Design the messaging journey from first sign-up through ongoing engagement
• Build it in our ESP/automation platform and run the experimentation roadmap that improves it month over month
• Lifecycle Operations & Cross-Functional Partnership
• Own the campaign calendar, briefs, QA, deliverability, segmentation, consent, and post-send analysis
• Work shoulder-to-shoulder with Product, Growth, Sales, Data, and CS - lifecycle is a team sport, and you'll set the tone for how we play it
• Bring discipline and a clear operating cadence to a function that often runs on vibes

Requirements

• Required
• 4+ years in lifecycle, CRM, email, or growth marketing, with clear ownership of programs, not just executing campaigns someone else briefed
• Demonstrated experience architecting nurture sequences end-to-end. Hypothesis → segmentation → flow design → copy → instrumentation → readout
• Hands-on in at least one major ESP / lifecycle automation platform (Iterable, Braze, Customer.io, HubSpot, Marketo, Klaviyo, or similar). You can build the flow yourself
• Experience translating intent signals (product behavior, third-party intent data, website activity) into triggered campaigns
• Strong analytics chops. You connect engagement to conversion outcomes and can defend the link with data. SQL or warehouse-native comfort is a big plus
• Experimentation muscle. You can talk through a test you ran, what you learned, and what you shipped or killed because of it
• Strong written communication. You write copy that sounds like a person and briefs that other people can actually execute against
• Bias toward shipping. You'd rather get a v1 in market than perfect a v3 in a d

Additional Information

About Baselayer Trusted by 2,200+ financial institutions, Baselayer is the intelligent business identity platform that helps verify any business, automate KYB, and monitor real-time risk. Baselayer's B2B risk solutions and identity graph network leverage state and federal government filings and proprietary data sources to prevent fraud, accelerate onboarding, and lower credit losses. We are building category-defining infrastructure for business identity in highly regulated markets, with a strong focus on execution, ownership, and long-term impact.

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