[Hiring] Lifecycle Marketing Lead @Parallels Inc

Role Description

Parallels has an immediate vacancy for this role. We are looking for an experienced Lifecycle Marketing Lead to build and scale lifecycle marketing across Parallels. This role owns the strategy and execution of customer communications across the full lifecycle - from trial and onboarding through conversion, activation, renewal, upsell, cross-sell, churn prevention, and win-back.

The Lifecycle Marketing Lead will be accountable for using customer behavior, product usage, lifecycle stage, and commercial signals to deliver more relevant experiences that improve conversion, retention, customer value, and recurring revenue. This is a highly hands-on growth role for someone who combines lifecycle strategy, strong commercial judgment, experimentation discipline, and operational execution.

The role entails building the function from scratch, not just operating or scaling. You should be equally comfortable:

• Designing a customer journey
• Building a campaign
• Defining segmentation logic
• Reviewing deliverability
• Evaluating test results
• Translating performance into business recommendations

What You Will Do

• Own the Lifecycle Marketing Strategy
• Own the lifecycle marketing roadmap across trial, onboarding, activation, conversion, renewal, churn prevention, win-back, upsell, and cross-sell.
• Translate company growth priorities into quarterly lifecycle programs with clear customer and business outcomes.
• Map key customer journeys, identify moments of friction or opportunity, and define the communications needed to move customers to the next valuable action.
• Balance short-term revenue opportunities with long-term customer experience, retention, and trust.
• Create clear prioritization frameworks so lifecycle effort is focused on the journeys with the greatest expected business impact.

• Build Behavior-Led Customer Journeys
• Use customer profile, product, purchase, engagement, app/use-case, and lifecycle signals to create meaningful audience segments and trigger logic.
• Design automated journeys that adapt based on customer behavior rather than relying primarily on fixed-date campaign calendars.
• Partner with Analytics and Engineering to improve the quality, freshness, and availability of lifecycle data and event triggers.
• Build suppression and eligibility logic that protects the customer experience and prevents irrelevant or contradictory messaging.
• Continuously improve personalization by connecting customer intent and product behavior with the most relevant message, proof point, offer, or next step.

• Drive Trial, Conversion & Activation
• Develop lifecycle programs that help trial users discover value quickly and progress toward purchase.
• Partner with Product and In-Product Marketing to coordinate email and in-product journeys around onboarding, activation, feature discovery, and conversion moments.
• Identify high-intent behaviors and use them to tailor lifecycle communications and conversion paths.
• Test message sequencing, timing, content, value propositions, offers, and calls to action to improve trial-to-paid conversion.
• Ensure lifecycle communications reinforce the customer use case and product value rather than relying only on discount-led conversion.

• Improve Renewal, Retention & Customer Value
• Build pre-renewal, renewal, post-renewal, churn-prevention, and win-back journeys that improve retention and recurring revenue.
• Identify customer behaviors associated with lower or higher renewal and convert those insights into targeted lifecycle interventions.
• Develop upsell and cross-sell journeys based on product usage, customer needs, entitlement, and lifecycle stage.
• Partner with Ecommerce and Revenue Operations on offer strategy, pricing communication, payment recovery, cancellation journeys, and renewal experience.
• Design journeys that minimize unintended behaviors such as unnecessary cancellation and repurchase when promotional offers are introduced.

• Lead Experimentation & Measurement
• Establish a structured testing roadmap across audience, timing, channel, message, creative, offer, and journey design.
• Measure lifecycle performance using incremental conversion, retention, ARR/revenue contribution, customer value, and journey progression - not only opens and clicks.
• Build appropriate holdouts or control groups where feasible to distinguish incremental impact from naturally occurring customer behavior.
• Create clear reporting that shows performance by lifecycle stage, segment, geography, product, and journey.
• Turn test results into repeatable learnings and scale successful patterns across the customer base.

• Own Lifecycle Operations & Channel Excellence
• Own day-to-day execution quality across marketing automation, campaign setup, QA, scheduling, segmentation, and reporting.
• Maintain strong deliverability, consent, preference management, and compliance standards across regions.
• Create lifecycle operating processes that improve speed without sacrificing QA or customer experience.
• Partner with creative and content teams to develop modular lifecycle content that can scale across segments and journeys.
• Evaluate tools, data integrations, and workflow improvements that make lifecycle marketing more responsive and effective.

• Partner Across the Business
• Work closely with Product, Engineering, Product Marketing, Ecommerce, Analytics, Revenue Operations, Customer Success, and regional stakeholders.
• Translate customer and lifecycle insights into recommendations that influence product, pricing, onboarding, and conversion decisions.
• Coordinate lifecycle programs with promotional calendars and other customer communications to avoid channel conflict or message overload.
• Communicate performance, risks, opportunities, and required dependencies clearly to business stakeholders and leadership.

Qualifications

• 7+ years of experience in lifecycle marketing, CRM, retention marketing, growth marketing, marketing automation, or related disciplines.
• Proven track record of building lifecycle programs that improve conversion, retention, customer value, or recurring revenue.
• Hands-on experience designing automated customer journeys, segmentation, triggers, and multi-step campaigns.
• Strong understanding of subscription and ecommerce customer journeys including trial, activation, renewal, churn, win-back, upsell, and cross-sell, including payment recovery and subscription save journeys.
• Experience using customer behavior and product usage data to create targeted lifecycle programs.
• Strong experimentation and analytical skills, including test design, holdouts/incrementality, and interpretation.
• Strong commercial judgment and ability to connect lifecycle metrics to revenue and customer outcomes.
• Experience with modern lifecycle/CRM platforms such as Iterable, Braze, Customer.io, Salesforce Marketing Cloud, HubSpot, or similar, plus product telemetry, commerce, identity, and data integrations.
• Excellent project management, QA, prioritization, and operational execution skills.
• Strong written communication and customer messaging instincts.
• Ability to influence cross-functional teams and operate effectively in a global, remote environment.
• Experience in SaaS, subscription software, ecommerce, or digital products.
• Understanding of deliverability, consent, preference management, and regional privacy requirements.

Benefits

• We have millions of users and decades of innovation under our belts.
• We offer a fully remote workspace.
• There is no pressure to work in an office whatsoever.
• Hours are flexible, too!
• Our team is growing fast, and there’s a ton of energy and a lot of really smart, motivated, fun people ready to welcome you in.

Company Description

Parallels is a top VDI/EUC product helping businesses since 1999. Whether it’s desktop or cloud, on-prem or hybrid, Parallels has a solution to help your company optimize the speed and security of your work environment at an affordable price.