B2B Lifecycle Marketing Director

B2B Lifecycle Marketing Director

Job  

Marketing:
Los Angeles, CA;
Pleasanton, CA;
Seattle, WA;
Austin, TX

Location:

California, Austin, or Seattle (Hybrid)

Reports to:

Head of Marketing, Martindale-Avvo

About Us

Martindale-Avvo, part of Internet Brands, is the leading internet marketing company serving small and mid-sized law firms. Our award-winning legal marketing platforms (including Avvo, Find Law, Martindale, Nolo, and Super Lawyers) connect millions of consumers with attorneys each month. We help our clients grow their practices through best-in-class digital marketing, lead generation, and client engagement solutions.

Position Overview

You have strong business acumen, a hands‑on approach to building and executing lifecycle programs, and are metrics‑driven. You'll collaborate across multiple business functions to deliver results that improve customer adoption, satisfaction, retention, and expansion. We are a small, fast‑moving team - this is an opportunity to make a real and immediate impact. This role leads customer marketing for two service lines, reports to Martindale‑Avvo's Head of Marketing, and manages one direct report.

The role is both strategic and tactical, and the ideal candidate is equally adept at leading initiatives and rolling up their sleeves to contribute.

Essential Functions

* Own cross‑channel customer lifecycle communications (e.g., email, in‑product messaging, webinars, education/resources, community) to drive onboarding, adoption, engagement, renewals, and advocacy - explicitly excluding new‑logo acquisition programs.

* Map and optimize end‑to‑end customer journeys from onboarding through renewal and advocacy; ensure a consistent, valuable brand experience across the organization and product set.

* Drive retention marketing, identifying churn risks, creating mitigation and re‑engagement strategies, and communicating ongoing value to keep clients successful and satisfied.

* Identify and execute upsell and cross‑sell strategies within the existing customer base to increase lifetime value and deepen product engagement (e.g., expansion plays, targeted upgrade paths).

* Partner with Customer Success, Account Management, Sales Ops, Product, and Data to align on health scoring, usage signals, and value moments that trigger lifecycle campaigns and expansion motions.

* Enable AM/CS teams with renewal and expansion playbooks, talk tracks, one‑pagers, decks, and customer‑facing resources that reinforce outcomes and ROI-focused on existing customers.

* Leverage customer insights and analytics (usage data, NPS/CSAT, support trends, cohort behavior) to prioritize initiatives, personalize messaging, and continuously improve journey performance.

* Deliver value‑led communications (newsletters, release notes focused on benefits, education series, customer stories) that encourage feature adoption and measurable outcomes.

* Run structured experimentation (A/B tests) to improve activation, adoption, time‑to‑value, and renewal rates; build dashboards for revenue, retention/churn, adoption, engagement, and advocacy.

* Lead, inspire, and develop direct reports; set goals, track performance, and create accountability for results.

Minimum Qualifications

* Proven experience driving retention, adoption, renewals, and expansion (NRR) in a B2B environment; comfortable operating in a fast‑paced, dynamic setting with high standards for results.

* Strong business acumen with a track record of process improvements using analytical problem solving.

* Hands‑on experience with Salesforce required;
Pardot and Salesforce Marketing Cloud (or similar) strongly preferred.

* Strategic thought leader who can lead, inspire, and influence across a matrixed organization; excellent management and coaching skills.

* High degree of flexibility and ability to navigate ambiguity.

* Experience in market research, strategic planning, and implementation preferred; knowledgeable in digital marketing and lifecycle automation. Domain management experience is a plus.

* Bachelor's degree. 5+ years' B2B customer/lifecycle marketing experience preferred.

About Internet Brands:

Headquartered in El Segundo, Calif., Internet Brands is a fully integrated…