Lifecycle Journey Manager, Cross-Sell & Expansion

• Own end-to-end strategy and the primary KPI for the Cross-Sell / Expansion pillar (products per user, secondary-LOB adoption, expansion revenue).
• Design multi-product, multi-channel journeys - post-purchase upsell, marketplace and in-app offers, next-best-product - that move users into their second and third products.
• Define next-best-product and propensity logic with Data Science; set the signals, eligibility, and guardrails that the decisioning stack (AID / Hightouch) optimizes toward.
• Build and launch journeys in our lifecycle platform (Iterable) - workflow setup, audience configuration, suppress ions, QA, and launch checks - increasingly orchestrated through AI decisioning.
• Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth without over-messaging.
• Partner with PMM on cross-sell value propositions and with LOB / partner teams on offer economics.
• Own the numbers - report on expansion KPIs, surface insights, and recommend concrete next steps based on data.
• Direct and supervise the AI agents (rapid response, monitoring, quality) that execute the pillar’s programs.

• 5-8+ years in lifecycle / CSM, growth, or retention marketing for a digital product or subscription business, with depth in cross-sell, upsell, or monetization.
• A track record owning both strategy and execution - you’ve defined lifecycle plans and personally shipped journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Strong data literacy - propensity, funnel, cohort, and incrementality analysis - with the ability to translate findings into roadmaps.
• Experience designing always-on, triggered programs (cross-sell, post-purchase, onboarding-to-adoption) rather than one-off blasts.
• Comfort directing AI / ML decisioning or personalization (predictive scoring, next-best-action models).
• Cross-functional influence with Product, Data, Legal / Compliance, and Creative; able to align stakeholders without authority.
• Excellent written communication and a high bar for QA and detail.
• A bias toward ownership and action - you ship, learn, and iterate quickly.

Demonstrates expertise in lifecycle marketing, particularly in cross-sell and upsell strategies, with a strong focus on data-driven decision-making and AI-driven personalization. Proven ability to design and execute multi-channel user journeys while effectively collaborating across functions to drive expansion revenue.

• Lifecycle Marketing Strategy
• Data Literacy
• Journey Design in Iterable
• AI Decisioning Direction
• Cross-Functional Collaboration

• Cross-Sell Strategy
• Upsell Strategy
• Monetization
• Lifecycle Plans
• Data Analysis
• Propensity Logic
• Funnel Analysis
• Cohort Analysis
• Incrementality Analysis
• Triggered Programs

• Excellent Written Communication
• Attention to Detail
• Ownership
• Action Orientation
• Stakeholder Alignment

• Digital Product Marketing
• Subscription Business
• Growth Marketing
• Retention Marketing
• Compliance

• Iterable
• Braze
• Salesforce Marketing Cloud
• AID
• Hightouch