Senior Manager, Email & Lifecycle Marketing

The Senior Manager, Email & Lifecycle Marketing owns the strategy, execution, and optimization of KnowBe4's email and lifecycle marketing programs across the full customer and prospect journey.

This role is responsible for driving pipeline contribution, customer engagement, retention and churn prevention, and upsell through best-in-class email programs that are data-driven, personalized, and continuously improved. The ideal candidate combines strong strategic thinking with hands-on execution, a deep understanding of B2B buyer journeys, and a bias for testing and measurement.

This role will work in lockstep with our Customer Success organization, our Product organization, our Sales organization and in close collaboration with many marketing teams: Product Marketing, Revenue Marketing, Marketing Operations, Content, and Design. Deep and regular alignment with Customer Success, Sales and Revenue Operations is required to ensure lifecycle programs are contributing to reducing churn, driving customer expansion, and new business pipeline and bookings targets.

Responsibilities:

• Own and evolve KnowBe4's email marketing strategy across prospect, trial, customer onboarding, adoption, renewal, and expansion lifecycle stages.
• Build post-sale customer lifecycle and nurture programs, in deep collaboration with Customer teams, across onboarding, adoption, engagement, expansion, retention and win-back, that improve customer onboarding, product adoption, and retention metrics.
• Design platform expansion and feature-adoption campaigns based on customer needs, product usage and unused capabilities.
• Partner with our RevOps function on customer health scoring and expansion-signal detection.
• Use product usage, engagement and customer health signals to identify expansion opportunities.
• Develop and execute multi-touch nurture programs that progress prospects through the funnel and accelerate pipeline velocity.
• Leverage generative AI to scale and sharpen program performance, by applying AI-driven tools across content generation, subject line testing, send-time optimization, and dynamic personalisation to increase output quality and speed without sacrificing brand voice.
• Innovate and stay ahead of emerging capabilities and bring a point of view on where AI creates genuine lift versus noise.
• Collaborate in campaign planning, segmentation, personalization logic, and execute A/B testing frameworks to continuously improve open rates, CTR, and conversion.
• Partner with Marketing Operations to ensure marketing automation workflows (HubSpot or Marketo) are scalable, trackable, and aligned to CRM data strategy.
• Define and own email marketing KPIs — pipeline influenced, MQL-to-SQL conversion, churn contribution, unsubscribe rate — and report performance to leadership.
• Ensure compliance with CAN-SPAM, GDPR, CASL, and other applicable email regulations across all global sends.
• Manage a team of email marketing specialists and/or contractors; provide coaching, feedback, and career development support.
• Brief, review, and approve all email creative and copy before deployment.
• Maintain a testing roadmap and document learnings to build institutional knowledge.
• Ensure all sends are properly tracked and attributed in Salesforce and HubSpot.
• Participate in vendor and tool relationships relevant to email infrastructure and deliverability, with Marketing Operations.

Minimum Qualifications:

• BA/BS or equivalent working experience.
• 10+ years of experience in B2B SaaS marketing organizations, ideally in Cybersecurity.
• 8+ years of experience in email marketing and customer lifecycle marketing, ideally in leadership and management roles.
• Experience scaling programs across multiple geographies and languages.
• Experience successfully partnering with a Customer Success organization to deliver a lifecycle program.
• Superior written and verbal communication skills.
• Advanced proficiency in marketing automation platforms, particularly HubSpot & Marketo (workflows, smart lists, lead scoring, reporting).
• Data segmentation and list management strategy — building dynamic, behavioural, and firmographic segments that drive relevance at scale.
• Familiarity with CDP or data enrichment tools (e.g. Clearbit, ZoomInfo) to support personalisation and segmentation.
• Board strategic and commercial thinking: able to connect email program decisions to pipeline, bookings, and retention and revenue outcomes.
• Cross-functional influence: able to align stakeholders across Marketing, Sales, CS, and Ops without direct authority
• Analytics and reporting: proficient in Google Analytics, Looker, or equivalent BI tools; able to build dashboards that connect email performance to pipeline and revenue outcomes.
• People leadership: coaches and develops team members; gives direct, constructive feedback and creates space for growth