Customer Lifecycle Marketing Manager 18 Month Contract

D2L is a cloud company that is modernizing education and building the Future of Work. The old models of teaching and learning are in the midst of the largest transformation in history and D2L is at the heart of that fundamental shift.

New models of teaching and learning enable a personalized student-centric experience and deliverimproved retention engagement satisfaction and results for learners of all ages in schools campuses and companies.

D2L is disrupting the way the world learns by providing the next generation learning environment and solutions to engage and inspire learners. And most importantly by giving customers a platform that is easy flexible and other company provides a solution as robust and innovative as D2L.

D2L has had a singular mission for 25 years and is dedicated to that same mission in the years ahead: to transform the way the world learns and by doing so we will help improve human potential globally.

Every application we receive is personally reviewed by a member of our Talent Acquisition team - yes a real person looks at your resume! While we use AI tools internally to streamline tasks like meeting notes summaries and administrative work these tools never rank resumes make hiring decisions or influence candidate evaluations.

Job Summary:

The Customer Lifecycle Manager plays a critical role in shaping andoptimizinghow customers experience D2L throughout their entire journeyfrom onboarding and adoption to maturity renewal and expansion. This roleis responsible fordesigning and operationalizing lifecycle programs that improve customer engagement reduce churn and drive long-term value realization.

As a core member of the Customer Success or Customer Marketing team (depending on structure) the Customer Lifecycle Manager uses data-driven insights deep customer empathy and cross-functional collaboration to build scalable personalized lifecycle experiences. This leader ensures customers are supported with the right message at the right time through the right channelultimately helpingthem achieve meaningful outcomes with D2Ls solutions

HOW YOULL MAKE AN IMPACT:

GTM Strategy & Planning

• Define and own the GTM strategy and planning frameworks for product launches feature releases and customer growth initiatives.
• Translate company and segment priorities into clear GTM plans timelines and measurable outcomes.
• Establish planning cadences (e.g. launch planning quarterly GTM reviews) to align Product Marketing and Customer Marketing.

Lifecycle Strategy & Program Design

• Develop and own the customer lifecycle strategy aligning programs to key businessobjectivessuch as onboarding effectiveness product adoption renewal health and expansion opportunities.
• Build scalable lifecycle frameworks that support customers frominitialimplementation through long-term engagement.
• Define audience segments and lifecyclestages andbuild automation strategies to support each.

Customer Engagement & Value Realization

• Create proactive engagement programs that promote adoption deepen product usage and mitigate churn risks.
• Design multi-channel communication strategies (email in-app messaging webinars knowledge content) tailored to customer needs and behavioral insights.
• Partner with Customer Success Managers to ensure lifecycle programs support a consistent and impactful customer experience.

Data Insights & Optimization

• Use customer behavioral data health metrics and journey analytics to prioritize lifecycle initiatives.
• Monitor program performance KPI trends and customer engagement to drive continuous improvements.
• Identifychurn signals and partner with CS leadership to design targeted intervention campaigns.

Marketing Automation & Journey Orchestration

• Build automated workflows and customer journeys using tools such as HubSpotPlanhat Salesforce or equivalent platforms.
• Manage lifecycle campaigns end-to-end including segmentation messaging testing and measurement.
• Work with marketing operations to ensure data quality integration consistency and automation best practices.

Content & Messaging Development

• Develop clear value-oriented messaging that supports the customer journey at every stage.
• Collaborate with Product Marketing and Content teams to produce customer-facing materials such as onboarding guides feature-adoption messaging and renewal content.
• Ensure all messaging is aligned with D2Ls brand tone and customer needs.

Cross-Functional Collaboration

• Partner closely with Customer Success Product Sales and Support to ensure cohesive lifecycle experiences.
• Gather insights from field teams and customer feedback sources to enhance journey design.
• Align lifecycle programs with product releases customer programs and strategic initiatives.

WHAT YOULL BRING TO THE ROLE:

Competencies:

• Strategic Thinking Ability to design end-to-end customer lifecycle strategies that influence retention and expansion.
• Customer-Centric Mindset Deep commitment to understanding customer needs and driving value realization.
• Data-Driven Decision Making Experienced in analyzing customer health journey metrics and engagement insights.
• Marketing Automation Expertise Proficiency with lifecycle automation platforms (HubSpot MarketoPlanhat Salesforce etc.).
• Content Development Strong writing and storytelling skills to craft effective customer communications.
• Project Management Ability to manage multiple priorities and drive cross-functional initiatives.
• Collaboration & Influence Adept at working across Customer Success Product Sales and Marketing.
• Problem-Solving Proactivelyidentifiesissues and creates scalable solutions.
• AI Acumen Ability toleverageemerging AI tools to support personalization content generation and lifecycle optimization.D2L Leadership Competencies

Suggested Qualifications/Experience:

• 5 years of experience in lifecycle marketing customer marketing or related fields.
• Experience working with B2B SaaS or technology-driven products preferred.
• Hands-on experience with marketing automation tools (e.g. Marketo HubSpot6sense Salesforce).
• Strong understanding of customer segmentation email marketing and retention strategies.
• Proventrack recordof executing multi-channel campaigns that drive customer engagement and retention.
• Ability to translate data insights into actionable marketing strategies.
• Exceptional communication and collaboration skills.