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Senior Lifecycle Marketing Manager (Hybrid, San Francisco)



Marketing & Communications
San Francisco, CA, USA
Posted on Monday, December 11, 2023

Everyone is welcome at Handshake. We know diverse teams build better products and we are committed to creating an inclusive culture built on a foundation of respect for all individuals. We strongly encourage candidates from non-traditional backgrounds, historically marginalized or underrepresented groups to apply.

Your Impact:

Are you a marketing strategist with a passion for guiding customers toward success at every stage of their journey? We're seeking a Senior Lifecycle Marketer, Employer, to join Handshake and support the growth of our Employer business. In this role, you'll play a pivotal role in shaping and executing strategies that enhance customer engagement, retention, and upsell through both lifecycle marketing and Product-Led Growth (PLG) initiatives. If you excel at crafting personalized experiences and employ a data-driven mindset, we'd be delighted to have you on board to help elevate our customer journey and drive our product-led growth efforts.

Your Role:

  • Lead the design and execution of lifecycle strategies to engage customers across various journey stages, including acquisition, activation, onboarding, and retention.

  • Drive our product-led growth (PLG) strategy by creating programs that encourage product engagement and feature adoption, ultimately leading to upsell opportunities for Handshake's premium self-serve and direct sales products.

  • Owns pipeline generation targets for Handshake’s enterprise product using a free-to-paid lifeycle motion and supports the ARR growth of Handshake’s self-service product.

  • Define and monitor key lifecycle and PLG metrics to facilitate ongoing optimization, including free-to-paid conversion rates, user activation rates, product engagement, and viral coefficient.

  • Cultivate a deep understanding of customer needs and inspire them to extract maximum value from our products to achieve their goals.

  • Act as a thought leader within the organization by staying abreast of the latest trends, methodologies, and best practices in both lifecycle marketing and PLG.

Your Experience:

  • A strong background in marketing with a demonstrated track record of successfully planning and executing lifecycle marketing campaigns in the SaaS industry.

  • Experience in creating and maintaining customer journey maps to pinpoint pivotal touchpoints and engagement opportunities throughout the customer lifecycle.

  • Ability to collaborate closely with product management teams to grasp product roadmaps, features, and updates and seamlessly integrate them into the lifecycle marketing strategy.

  • Expertise in various lifecycle marketing strategies, including email drip and trigger campaigns, audience segmentation, A/B testing, and optimizing email deliverability.

  • Technical proficiency with marketing automation platforms (e.g., Iterable, Marketo, Outreach), chat and in-product promos (e.g., Drift), and CRM systems (e.g., Salesforce).

  • Strong data analytics skills, enabling you to extract insights from customer data and assess campaign ROI to inform marketing decisions. Familiarity with Looker is preferred.

Compensation Range:

$112,500 - $150,000 per year

For cash compensation, we set standard ranges for all U.S.-based roles based on function, level, and geographic location, benchmarked against similar stage growth companies. In order to be compliant with local legislation, as well as to provide greater transparency to candidates, we share salary ranges on all job postings regardless of desired hiring location. Final offer amounts are determined by multiple factors, including geographic location as well as candidate experience and expertise, and may vary from the amounts listed above.

About us

Handshake is the #1 place to launch a career with no connections, experience, or luck required. The platform connects up-and-coming talent with 750,000+ employers - from Fortune 500 companies like Google, Nike, and Target to thousands of public school districts, healthcare systems, and nonprofits. In 2022 we announced our $200M Series F funding round. This Series F fundraise and valuation of $3.5B will fuel Handshake’s next phase of growth and propel our mission to help more people start, restart, and jumpstart their careers.

When it comes to our workforce strategy, we’ve thought deeply about how work-life should look here at Handshake. With our Hub-Based Remote Working strategy, employees can enjoy the flexibility of remote work, whilst ensuring collaboration and team experiences in a shared space remains possible. Handshake is headquartered in San Francisco with offices in Denver, New York, London, and Berlin and teammates working globally.

Check out our careers site to find a hub near you!

What we offer

At Handshake, we'll give you the tools to feel healthy, happy and secure.

Benefits below apply to employees in full-time positions.

  • 💰 Equity and ownership in a fast-growing company.
  • 🍼 16 Weeks of paid parental leave for birth giving parents & 10 weeks of paid parental leave for non-birth giving parents.
  • 💝 Comprehensive medical, dental, and vision policies including LGTBQ+ Coverage. We also provide resources for Mental Health Assistance, Employee Assistance Programs and counseling support.
  • 💻 Handshake offers $500/£360 home office stipend for you to spend during your first 3 months to create a productive and comfortable workspace at home.
  • 📚 Generous learning & development opportunities and an annual $2,000/£1,500/€1,850 stipend for you to grow your skills and career.
  • 💰 Financial coaching through Origin to help you through your financial journey.
  • 🛜 Monthly internet stipend and a brand new MacBook to allow you to do your best work.
  • 🚃 Monthly commuter stipend for you to expense your travel to the office (for office-based employees).
  • 🥗 Free lunch provided twice a week across all offices.
  • 🤝 Referral bonus to reward you when you bring great talent to Handshake.

(US-specific benefits, in addition to the first section)

  • 🏦 401k Match: Handshake offers a dollar-for-dollar match on 1% of deferred salary, up to a maximum of $1,200 per year.
  • 🏝 All full-time US-based Handshakers are eligible for our flexible time off policy to get out and see the world. In addition, we offer 8 standardized holidays, and 2 additional days of flexible holiday time off. Lastly, we have a Winter #ShakeBreak, a one-week period of Collective Time Off.
  • 🍼 Lactation support: Handshake partners with Milk Stork to provide a comprehensive 100% employer-sponsored lactation support to traveling parents and guardians.

(UK-specific benefits, in addition to the first section)

  • 🏦 Pension Scheme: Handshake will provide you with a workplace pension, where you will make contributions based on 5% of your salary. Handshake will pay the equivalent of 3% towards your pension plan, subject to qualifying earnings limits.
  • 🏝 Up to 25 days of vacation to encourage people to reset, recharge, and refresh, in addition to 8 bank holidays throughout the year.
  • 🤝 Regular offsites each year to bring the team together + opportunity to travel to our HQ in San Francisco.
  • 🛍️ Discounts across various high street retailers, cinemas and other social activities exclusively for Handshake UK employees.

(Germany-specific benefits, in addition to the first section)

  • 🏝 25 days of annual leave + we have a Winter #ShakeBreak, a one-week period of Collective Time Off across the company.
  • 🤝 Regular offsites each year to bring the team together + opportunity to travel to our HQ in San Francisco once a year.
  • 🧘 Urban sports club membership offering access to a diverse network of fitness and wellness facilities.
  • 🛍️ Discounts across various high street retailers, cinemas and other social activities exclusively for Handshake Germany employees.

For roles based in Romania: Please ask your recruiter about region specific benefits.

Looking for more? Explore our mission, values and comprehensive US benefits at