Senior Marketing Manager, Lifecycle Marketing & Audience Strategy

Job summary 

BWE is seeking a results-driven marketing professional to design, optimize, and manage B2B lifecycle marketing programs and audience segmentation strategies across the end-to-end client experience. 

This role requires 7-10 years of professional experience and blends strategic vision with hands-on execution – leveraging audience segmentation, marketing automation, retargeting, and business intelligence to deliver personalized, timely, and impactful client communications across digital channels. 

The ideal candidate brings deep experience executing integrated campaigns across email, web, and other digital media, with a strong understanding of how audience behavior, engagement data, and business insights inform targeting and campaign performance. This individual will work closely with BWE’s Digital Enablement team, business leaders, and analytics partners to elevate the client experience, drive engagement, and modernize our existing email marketing ecosystem. 

Key responsibilities 

• Audience strategy & lifecycle marketing – Develop data-informed audience segmentation and targeting strategies to support personalized, multi-channel client journeys across email, web, and other digital touchpoints.  

• Cross-functional partnership – Collaborate with Digital Enablement and business stakeholders to map, analyze, and optimize client touchpoints to create seamless, personalized, and value-driven experiences, consistently advocating for the client perspective to drive more business to BWE. 

• Business intelligence advocacy – Partner with analytics teams to identify, prioritize, and champion data needs that enhance segmentation, reporting, and performance measurement. 

• Retargeting & personalization – Develop and execute campaigns that re-engage clients using behavioral, demographic, lifecycle and other data to deliver relevant, meaningful interactions. 

• Direct marketing & automation – Lead strategy, execution, and optimization of email and direct marketing programs, including evaluating and implementing a new email platform and partnering with Digital Enablement to improve targeting, deliverability, and engagement. 

• Performance analysis – Track, analyze, and report on campaign and journey effectiveness, applying insights to continuously improve both business outcomes and client experiences.  

Qualifications & strengths 

• 7–10 years of experience in lifecycle marketing, marketing automation, CRM systems, campaign management, and/or customer journey strategy within a B2B environment. 

• Demonstrated experience developing audience segmentation and targeting strategies informed by client behavior, engagement data, and business insights.  

• Curious problem-solver who has both the strategic mindset to create the vision and the get-it-done ability to roll up your sleeves and work cross-functionally to execute it. 

• Hands-on experience executing integrated digital campaigns across channels including email, web, and paid or owned media.  

• Strong understanding of email marketing best practices, deliverability, and campaign optimization.  

• Experience partnering with analytics or business intelligence teams to support audience understanding, reporting, and performance measurement.  

• General familiarity with and/or exposure to a broad range of marketing technology platforms, along with strong proficiency in campaign analytics and translating data into actionable insights; experience with tools such as Marketo, HubSpot, Salesforce Marketing Cloud, Google Analytics 4, Adobe Analytics, Power BI, Tableau, or similar platforms is a plus. 

• Strong collaboration skills with the ability to work effectively across technical, creative, and business teams.  

• Strategic thinker with a hands-on, execution-focused mindset and a strong curiosity for data, audience behavior, and continuous optimization.