Lifecycle Marketer
About BaselayerTrusted by 2,200+ financial institutions, Baselayer is the intelligent business identity platform that helps verify any business, automate KYB, and monitor real-time risk. Baselayer’s B2B risk solutions and identity graph network leverage state and federal government filings and proprietary data sources to prevent fraud, accelerate onboarding, and lower credit losses.We are building category-defining infrastructure for business identity in highly regulated markets, with a strong focus on execution, ownership, and long-term impact. About the Role As Baselayer's first dedicated Lifecycle Marketer, you'll own the customer journey from the first email after sign-up through every nurture, upsell, and win-back that follows. You'll architect the sequences that turn new sign-ups into activated customers, surface high-intent users to Sales at the right moment, and bring people back when they slip. You'll measure all of it on engagement-to-conversion outcomes.This role is hands-on. You'll write the briefs, build the flows, set up the triggers, and read the results yourself. You'll also own a flagship project from day one: standing up the Business Profile nurture program once that product is live, designing the welcome and activation sequences, the engagement nurtures, the upgrade paths, and the analytics that prove it's working. What You’ll DoAcquisition & Activation EmailOwn the early lifecycle: welcome series, sign-up confirmation, onboarding nudges, and activation flows that get new customers to first value fastPartner with growth and product to close the gap between sign-up and the moment someone gets real valueDefine the activation milestone and instrument it across the customer journeyNurture ArchitectureDesign and build nurture sequences that move users between stages — top-of-funnel education, mid-funnel consideration, post-activation deepeningTreat sequences like product: versioned, instrumented, and continuously improvedBuild a reusable template and modular content system so campaigns ship faster without sacrificing qualityUpsell, Win-Back & RetentionBuild upsell journeys that introduce add-ons and expansion features at the right moments based on usage and account signalsDesign re-engagement sequences for lapsed and at-risk users with clear targets and exit criteriaBuild retention and gift programming for active customers, loyalty moments, milestone touchpoints, and gifting flows that make people feel seenIntent Signal AutomationsTranslate behavioral and product signals (page visits, feature usage, search behavior, third-party intent data) into triggered flowsSurface high-intent users to Sales at the right moment and route the right offer based on signal strengthBuild the operational handoff between lifecycle automation and sales-assisted motionEngagement → Conversion AnalyticsDefine and instrument the funnel from email/SMS engagement to in-product conversionOwn a weekly scorecard that connects send-side metrics to revenue outcomes, cohort conversion, time-to-action, and incremental lift, not just opens and clicksRun cohort and funnel analyses to surface where the journey breaks; bring those findings into the planning cycleBusiness Profile NurturesBe the lifecycle owner for the Business Profile launchDesign the messaging journey from first sign-up through ongoing engagementBuild it in our ESP/automation platform and run the experimentation roadmap that improves it month over monthLifecycle Operations & Cross-Functional PartnershipOwn the campaign calendar, briefs, QA, deliverability, segmentation, consent, and post-send analysisWork shoulder-to-shoulder with Product, Growth, Sales, Data, and CS — lifecycle is a team sport, and you'll set the tone for how we play itBring discipline and a clear operating cadence to a function that often runs on vibes What We're Looking For Required4+ years in lifecycle, CRM, email, or growth marketing, with clear ownership of programs, not just executing campaigns someone else briefedDemonstrated experience architecting nurture sequences end-to-end. Hypothesis → segmentation → flow design → copy → instrumentation → readoutHands-on in at least one major ESP / lifecycle automation platform (Iterable, Braze, Customer.io, HubSpot, Marketo, Klaviyo, or similar). You can build the flow yourselfExperience translating intent signals (product behavior, third-party intent data, website activity) into triggered campaignsStrong analytics chops. You connect engagement to conversion outcomes and can defend the link with data. SQL or warehouse-native comfort is a big plusExperimentation muscle. You can talk through a test you ran, what you learned, and what you shipped or killed because of itStrong written communication. You write copy that sounds like a person and briefs that other people can actually execute againstBias toward shipping. You'd rather get a v1 in market than perfect a v3 in a doc Nice to HaveExperience launching lifecycle programs around a brand-new product surface or feature, from zero to runningDesigned and run loyalty, gifting, or referral programsWorked with intent data providers (6sense, Bombora, Demandbase, Common Room, Koala) or homegrown intent scoringFamiliarity with CDPs (Segment, RudderStack, Hightouch) and reverse-ETL workflowsBuilt engagement-to-conversion dashboards in a BI tool (Looker, Mode, Hex, Metabase)Background in fintech, compliance, or B2B SaaS with a similar buyer Work LocationHybrid in our NYC office 3-4 days per week Why BaselayerBase salary range of $120,000 - $150,000Equity packageUnlimited vacationFully paid health insurance, dental, and visionOwnership from day one: you'll own lifecycle as a function and lead the launch of a flagship product surface, not just execute a playbookDirect access to leadership and cross-functional partners, Product, Data, and CS want to work with marketing hereWork on genuinely interesting, technical subject matter that matters to 2,200+ financial institutions