• Own the customer lifecycle marketing strategy across all stages – including adoption, expansion, renewal, up-sell and advocacy opportunities. • Develop and execute targeted retention-driving initiatives, including automated journeys, feature adoption campaigns, renewal reminder programs, and re-engagement efforts. • Design and implement upsell and cross-sell campaigns, leveraging usage data, customer segmentation, and expansion triggers. • Identify expansion opportunities based on product utilization, account growth signals, and lifecycle stage, and build targeted campaigns to support add-on, upgrade, and multi-product adoption. • Partner closely with Retention, Account Management, and Customer Success teams to align messaging, timing, and touchpoints across the full customer journey. • Support renewal and expansion campaigns with coordinated multi-channel communications (email, in-app messaging, webinars, customer events, sales enablement content). • Collaborate with Product Marketing to translate new releases, add-ons, and premium features into customer-facing campaigns that drive adoption and revenue growth. • Create customer-facing assets such as playbooks, enablement guides, use-case content, webinars, and educational resources to increase product engagement and support expansion conversations. • Develop and manage customer advocacy initiatives in partnership with Customer Success (case studies, testimonials, reviews, referral programs). • Track and report on lifecycle performance metrics, campaign effectiveness, renewal influence, expansion pipeline contribution, and customer engagement trends. • Continuously optimize segmentation, messaging, and timing based on performance data and feedback from Customer Success and Retention teams.