## Purpose Lifecycle Marketing is responsible for strategizing, executing, and optimizing a data-driven user lifecycle communications strategy and overall email marketing plan, including ongoing nurture email campaigns. This role works closely across Marketing for all things email, and directly with the Product Growth, Data, and Self-service Teams to collaborate, plan, and prioritize communication to better engage GitLab users and progress them through the buyer and customer lifecycle. The lifecycle marketing manager will focus on user paths to revenue, including engaging free .com users, trial users, and paid users of GitLab. ## Team :busts_in_silhouette: * Allie Klatzkin @Aklatzkin * Alison Lee @alee23 ## Priorities :dart: **Allie Klatzkin** _Manager, Lifecycle Marketing_ * Global initiatives: DRI for global projects containing email campaigns & programs * Action streams: Creating action stream campaigns & programs * Trial User Campaigns: DRI for trial nurture, focused on progressing trial users to paid * Persona Nurture: DRI for organization of new content additions to the persona, build of new streams within the nurture architecture in collaboration with marketing operations, and localizing programs * Calendaring and stakeholder conversations (DRI): Lead weekly email calendar conversations to ensure we are prioritizing our email sends per audience * Email Templates: define needs, organize design, and manage development and testing of new email templates * Email Best Practices, Processes & Optimization: enable teams across GitLab (mainly Marketing and Sales Dev) on email best practices, as well as streamlining, scaling, and improving email performance * [GitLab 17 launch event](https://gitlab.com/groups/gitlab-com/marketing/-/epics/4933): Promote and follow-up from the GitLab 17 launch event * DevSecOps World Tour - epic to be created * Email point of contact/support: Reviewing and optimizing AMER, EMEA & Global events (fmm & corp), campaigns, and newsletter email sends to ensure best practices and compliance with the GitLab brand * PubSec nurture: Owning the strategy, optimization, and execution of GitLab’s Public Sector Nurtures **Alison Lee** _Senior Customer Lifecycle Marketing Manager_ * Customer upsell / cross sell / retention * Create and continuously optimize email marketing programs that leverage 3rd party signals (e.g. firmographic or demographic) as well as customer behavior data to drive revenue growth or prevent churn * Partner with Customer Success to coordinate marketing and support touchpoints for maximum revenue impact * Partner with Marketing Analytics to define customer lifecycle reporting and create dashboards to analyze tests, monitor performance against goals * Map GitLab’s customer lifecycle stages and create strategic initiatives for each stage of the customer journey, which include onboarding, expansion, and retention. * Identify key measurable metrics (SKU upsell, license expansion, churn prevention, etc.) that these lifecycle programs can effectively influence. * Build and maintain relationships with Product Marketing, Developer Relations, and Sales. Establish feedback loops to ensure messaging in our campaigns is accurate, differentiated, and meaningful to our target personas. * Re-engagement nurture: Develop and implement strategy for re-engagement email nurture * Email point of contact/support: Reviewing and optimizing emails for AMER/APAC/customer events (fmm & corp) and campaigns sends to ensure best practices and compliance with the GitLab brand ## Links :link: 1. [Last year's epic](https://gitlab.com/groups/gitlab-com/marketing/-/epics/3823) 2. [Lifecycle Marketing handbook](https://handbook.gitlab.com/handbook/marketing/lifecycle-marketing/) 3. [Nurture documentation](https://docs.google.com/spreadsheets/d/1ra3jTCzYSZIE5nL_PsbDBSl9Bab9_Amr_sjLOJ-W1Ik/edit?usp=sharing)