Role Summary
Upserve is seeking a strategic and data-driven Revenue Lifecycle Marketing Manager to lead the marketing strategy across the customer lifecycle—from onboarding through adoption, expansion, renewal, and advocacy.
This role is responsible for designing scalable lifecycle marketing programs that increase customer engagement, accelerate product adoption, improve Net Revenue Retention (NRR), and generate expansion opportunities across Upserve's platform, including POS, Payments, Online Ordering, Loyalty, Marketing, and Merchant Cash Advance (MCA).
Working closely with Customer Success, Sales, Product Marketing, Product Management, and Revenue Operations, the Revenue Lifecycle Marketing Manager will transform customer insights into personalized, automated marketing programs that maximize customer lifetime value.
This role complements Upserve's Content Marketing Manager, who is responsible for content strategy, SEO, thought leadership, and demand generation. The Revenue Lifecycle Marketing Manager is responsible for activating that content throughout the customer journey to drive measurable revenue outcomes.
Key Responsibilities
Customer Lifecycle Strategy
- Own the end-to-end customer lifecycle marketing strategy across onboarding, adoption, retention, reactivation, renewal, and expansion, partnering with Content Marketing and Customer Success on advocacy opportunities.
- Develop customer journey maps that identify opportunities to improve activation, engagement, expansion, and retention.
- Design scalable lifecycle programs that deliver the right message to the right customer at the right time.
- Assess existing customer journeys, data, segmentation, and lifecycle programs to identify gaps and establish a practical starting point.
- Prioritize a small number of high-impact lifecycle opportunities based on customer need, business impact, and available data, then test and improve programs before scaling.
- Continuously improve the customer experience through data-driven experimentation and optimization.
Customer Onboarding & Product Adoption
- Build automated onboarding journeys that accelerate customer time-to-value.
- Develop educational campaigns that increase adoption of Upserve's products and services.
- Partner with Customer Success to improve customer health and engagement.
- Launch feature adoption campaigns that encourage deeper platform utilization.
Expansion & Revenue Growth
- Create cross-sell and upsell campaigns for Payments, Online Ordering, Loyalty, Marketing Services, and Merchant Cash Advance.
- Build targeted MCA eligibility and renewal campaigns in partnership with the Merchant Cash Advance team.
- Develop lifecycle plays based on customer behavior, processing volume, product usage, and business milestones.
- Generate qualified expansion opportunities for Customer Success and Sales.
- Develop targeted reactivation programs for dormant or former customers where there is a clear customer and revenue opportunity.
Marketing Automation & Personalization
- Own customer segmentation, lifecycle automation, and behavioral marketing programs.
- Assess the quality and usability of customer and contact data required for lifecycle programs, and establish the minimum reliable data foundation needed to execute near-term programs.
- Partner with Revenue Operations to define required customer fields, signals, integrations, and longer-term data or automation improvements.
- Build dynamic customer journeys using CRM and marketing automation platforms.
- Implement event-triggered communications based on onboarding milestones, product adoption, customer health, and renewal timing.
- Continuously test messaging, timing, channels, and offers to improve engagement and conversion.
Customer Communications
- Own targeted customer communications and journeys that support onboarding, adoption, retention, reactivation, renewal, and expansion.
- Partner with Content Marketing and Product Marketing on broader customer communications, customer education, newsletters, webinars, product launches, and product announcements.
- Ensure lifecycle communications are relevant, personalized, and aligned with Upserve's brand voice.
Analytics & Revenue Performance
- Define lifecycle marketing KPIs and reporting requirements, and partner with Revenue Operations on dashboards and reporting infrastructure.
- Measure campaign performance, product adoption, customer engagement, expansion pipeline, and retention.
- Analyze customer behavior to identify opportunities for increased lifetime value.
- Present insights and recommendations to Marketing and Executive Leadership.
Cross-Functional Collaboration
- Partner with the Content Marketing Manager to repurpose content into onboarding, adoption, and expansion campaigns.
- Collaborate with Customer Success to identify proactive engagement opportunities and at-risk customer segments.
- Work closely with Sales to support expansion opportunities and renewal readiness.
- Coordinate with Product Marketing and Product Management on feature launches and customer education.
- Partner with Revenue Operations on customer data quality, segmentation, reporting, attribution, automation, and the systems needed to support lifecycle programs.
Required Qualifications
- 5–8 years of experience in Lifecycle Marketing, Customer Marketing, CRM Marketing, or Marketing Automation.
- Experience in B2B SaaS, fintech, payments, hospitality technology, or vertical SaaS.
- Proven success building lifecycle marketing programs that improve retention, adoption, and expansion.
- Demonstrated ability to prioritize and execute lifecycle programs in environments where customer data, systems, or automation are still maturing.
- Experience with CRM and marketing automation platforms
- Strong analytical skills with experience measuring campaign performance and customer behavior.
- Excellent project management and cross-functional collaboration skills.
- Outstanding written communication and customer-centric thinking.
Preferred Qualifications
- Experience marketing to SMBs and multi-location restaurant operators.
- Familiarity with payment processing, restaurant technology, or embedded financial products.
- Experience partnering closely with Customer Success organizations.
- Working knowledge of NRR, GRR, customer health scoring, and recurring revenue metrics.