Description:
The Marketing Operations Senior Specialist, Lifecycle will be responsible for the end-to-end marketing lifecycle framework and ensures alignment between Marketing, Sales, and Revenue Operations. This will include, defining lifecycle stages, optimizing funnel progression, and improving pipeline conversion across the business that support lead generation, nurture progression, MQL conversion and pipeline growth. This role will partner closely with Demand Generation, Customer Marketing, Event Marketing, Marketing Operations, RevOps and Sales to ensure seamless lead flow, accurate lifecycle tracking and continuous funnel optimization.
The ideal candidate is highly detail-oriented, execution-focused and experienced in building scalable marketing automation workflows that drive measurable business impact.
Responsibilities
- Document, manage, and continuously optimize the full lead lifecycle across all GTM segments
- Ensure alignment between ICP definitions, scoring logic, segmentation strategy, and revenue goals.
- Identify lifecycle leakage and implement process improvements to increase funnel velocity and conversion.
- Design and maintain lead scoring models using demographic, firmographic, behavioral, and engagement data.
- Continuously refine scoring thresholds based on conversion performance and pipeline impact. Monitor score decay, engagement signals, and buying intent indicators.
- Conduct scoring impact analysis and lead quality experiments to improve MQL-to-SQL conversion.
- Own territory assignment logic and lead routing workflows including accurate and timely handoffs from Marketing to Sales to maintain SLA adherence.
- Maintain segmentation architecture required for lifecycle management and routing logic.
- Ensure accurate enrichment and normalization of firmographic and geographic data. Conduct regular audits for lead-to-account matching, duplication, and data integrity.
- Monitor and analyze lifecycle performance metrics, including MQL conversion rates, engagement trends, regional performance, and funnel velocity. Recommend improvements to eliminate friction in lead progression
- Identify trends in scoring accuracy and regional performance to inform optimization strategies.
- Identify opportunities to improve lead engagement, recycling strategies and reactivation campaigns
- Support the execution of account-based marketing (ABM) and outbound lifecycle workflows
- Continuously test and optimize nurture content sequencing, timing and audience targeting
- Mentor and support junior team members by sharing lifecycle best practices, reviewing program builds and fostering a culture of operational excellence and continuous optimization
Requirements
- 3+ years of Marketing Operations or Lifecycle Marketing experience in B2B SaaS
- Hands-on expertise in HubSpot marketing automation (required) and strong Salesforce user experience
- Strong understanding of lead lifecycle management, lead scoring and funnel conversion metrics
- Experience building and optimizing multi-step nurture programs
- Knowledge of segmentation strategies and personalization best practices
- Strong analytical skills with the ability to interpret lifecycle performance data and recommend improvements
- Exceptional attention to detail and commitment to data accuracy
- Ability to manage multiple projects in a fast-paced, high-growth environment
- A bias for action and willingness to roll up your sleeves to execute and optimize
- Bachelor’s degree in Marketing, Business or a related field