Senior Lifecycle Marketing Manager - Adaptive Planning

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We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too.

About the Team

The Adaptive Marketing team is a high-impact, fast-moving group responsible for shaping how Adaptive shows up in the market—from demand generation and customer engagement to product launches and brand storytelling.

This role sits within Adaptive’s Growth Marketing team, which is responsible for accelerating growth across the entire customer lifecycle—from first value realization through long-term expansion. Operating as a performance-driven, campaign-led team, Growth Marketing blends digital execution, experimentation, and analytics to drive measurable business outcomes. In close partnership with Customer Marketing, this team forms the backbone of Adaptive’s post-sale growth engine: driving adoption, reducing churn, and turning customers into long-term advocates.

About the Role

As Senior Lifecycle Marketing Manager, you will own the programs and campaigns that keep customers engaged, successful, and growing with Adaptive Planning. Your primary mandate is to improve customer retention—across both logos and dollars—and to increase customer satisfaction and NPS.

You’ll achieve this by driving higher product adoption, reinforcing ongoing value, and creating repeatable lifecycle motions that keep Adaptive Planning embedded in customers’ day-to-day workflows. This is a hands-on, execution-heavy role focused on campaign design, digital delivery, and performance optimization—not product positioning or new-logo demand generation.

What You’ll Do

You will build and run lifecycle campaigns day-to-day, turning customer data and signals into high-impact programs that improve adoption and reduce churn, including:

• Design, launch, and optimize onboarding, activation, adoption, and re-engagement campaigns across email, digital, in-product, web, and events

• Partner with Product, Customer Success, and Marketing Operations to identify adoption gaps, churn risk indicators, and key moments of customer value

• Translate product usage data, customer maturity, and behavioral signals into targeted lifecycle plays

• Reinforce best practices, new capabilities, and ongoing value to keep Adaptive Planning embedded in customers’ workflows

• Drive expansion and upsell demand within the install base, aligned to sales and account team motions

• Work closely with Customer Marketing to convert highly engaged users into advocates, references, and storytellers

• Own lifecycle campaign calendars, execution plans, and performance reporting

• Run testing and experimentation on messaging, cadence, channels, and offers

• Track and optimize against lifecycle KPIs, including adoption, engagement, churn indicators, and expansion pipeline

About You

Basic Qualifications:

• 8–12+ years of B2B SaaS marketing experience, with deep expertise in lifecycle, retention, or growth marketing

• Experience operating in global, matrixed organizations as well as high-growth SaaS startup environments

• Proven experience building and running campaign-driven programs that increase adoption and reduce churn

• Strong understanding of post-sale customer journeys and expansion motions

• Experience partnering closely with Customer Success, Product, Sales, and Marketing Operations

• Comfort operating as both a hands-on individual contributor and functional leader

• Strong analytical skills and ability to connect programs to retention, NPS, and revenue outcomes

• A data-informed mindset, with experience defining and tracking program and advocacy performance metrics

• Highly collaborative, entrepreneurial, and comfortable influencing without authority

Preferred Qualifications:

• ​​Hands-on experience with marketing automation and CRM platforms (e.g., Marketo, HubSpot, Salesforce) and comfort building, launching, and optimizing campaigns end-to-end

• Strong segmentation and targeting skills, including experience using product usage data, behavioral signals, and firmographic data to drive lifecycle programs

• Experience designing and managing always-on nurture programs alongside time-bound campaign plays

• Experience working closely with Marketing Operations on campaign infrastructure, scoring, routing, and measurement

Workday Pay Transparency Statement

The annualized base salary ranges for the primary location and any additional locations are listed below.  Workday pay ranges vary based on work location. As a part of the total compensation package, this role may be eligible for the Workday Bonus Plan or a role-specific commission/bonus, as well as annual refresh stock grants. Recruiters can share more detail during the hiring process. Each candidate’s compensation offer will be based on multiple factors including, but not limited to, geography, experience, skills, job duties, and business need, among other things. For more information regarding Workday’s comprehensive benefits, please click here.

Primary Location: USA.CA.Pleasanton

 

Primary Location Base Pay Range: $142,400 USD - $213,600 USD

 

Additional US Location(s) Base Pay Range: $114,000 USD - $213,600 USD

Our Approach to Flexible Work
 

With Flex Work, we’re combining the best of both worlds: in-person time and remote. Our approach enables our teams to deepen connections, maintain a strong community, and do their best work. We know that flexibility can take shape in many ways, so rather than a number of required days in-office each week, we simply spend at least half (50%) of our time each quarter in the office or in the field with our customers, prospects, and partners (depending on role). This means you'll have the freedom to create a flexible schedule that caters to your business, team, and personal needs, while being intentional to make the most of time spent together. Those in our remote "home office" roles also have the opportunity to come together in our offices for important moments that matter.

Pursuant to applicable Fair Chance law, Workday will consider for employment qualified applicants with arrest and conviction records.

Workday is an Equal Opportunity Employer including individuals with disabilities and protected veterans.

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