Lifecycle Marketing Manager

About Baselane

Baselane is a fast-growing Series B fintech company building the financial operating system for America’s independent real estate investors and operators. Our market spans long-term residential, short-term/vacation rentals, and commercial properties, and encompasses millions of owners and operators across those segments.

Baselane offers banking, payments, analytics, and financing in one platform. We are backed by leading fintech investors including Matrix Partners, Activant Capital, Diagram Ventures, and Thomvest Ventures.

We move fast. We hold a high bar. We build for the long term.

About The Role

The Lifecycle Marketing Manager is a key member of the Growth Marketing team and owns the programs that drive customer lifetime value - from activation through engagement to revenue expansion. You will build and run campaigns across email, push notifications, in-app messaging, and SMS, with a sharp focus on engaging and growing Baselane’s highest-value customer segments. You’ll use Baselane’s unique data to activate new customers from day one and unlock deeper value from our existing customer base.

This role is the connective tissue across Baselane’s unified go-to-market motion. You will orchestrate across product, performance marketing, sales, account management, and customer support to ensure the right customers get the right message at the right moment, and hold yourself accountable to clear outcomes: activation rates, engagement depth, and ARPU growth.

We’re looking for someone who is highly motivated and deeply curious — someone who leans into complexity, finds the problem behind the problem, and drives things to completion without waiting to be told. You’ll maintain the voice of the customer across every touchpoint and hold a high bar for quality in everything you ship.

This is a hybrid role, which requires two days a week in our downtown Toronto office.

What You'll Do

Own the full lifecycle marketing motion. From strategy through execution, across new customer activation, engagement, and revenue expansion.

• Build and run multi-channel campaigns. Across email, push notifications, SMS, and in-app messaging.

• Drive retargeting. Identify where customers get stuck, define the audience, and partner with Performance Marketing to execute retargeting across paid channels.

• Orchestrate across go-to-market. Work across product, sales, account management, and customer support to deliver coordinated, high-impact customer journeys.

• Own high-value user segmentation. Identify and prioritize Baselane’s highest-value customers across segments and drive messaging accordingly.

• Create automated workflows. Build and maintain nurture sequences and lifecycle programs in Braze.

• Work smarter with AI and automation. Proactively use AI and automation to accelerate analysis, asset development, and experience launches. Identify repetitive workflows that can be automated so you and the broader team can spend more time solving meaningful problems.

• Maintain a high bar. Ensure quality, accuracy, and brand consistency across all deliverables.

• Drive results. Own activation rates, engagement depth, and ARPU growth, sharing learnings and making clear data-driven recommendations.

What You’ll Bring

4+ years of lifecycle marketing experience. At a high-growth technology company

• Proven track record. Building and scaling lifecycle marketing programs that drive measurable business outcomes

• Business owner mindset. You understand how lifecycle programs connect to revenue, translate business objectives into actionable marketing programs, and prioritize your time accordingly.

• Deep analytical skills. Strong understanding of customer segmentation, behavioral analytics, and how to translate data into prioritized, high-impact programs

• Marketing automation expertise. Deep proficiency in platforms like Braze, Iterable, HubSpot, or similar (ideally Braze)

• Data self-sufficiency. You use data-driven decision-making to explain your impact, and can independently pull and interpret data in product analytics tools to get there

• An AI-first, hands-on approach. You default to AI tools to move faster, think bigger, and do more with less

• Strong cross-functional instincts. Comfortable owning outcomes across sales, product, support, and performance marketing

• Excellent written communication. You can write compelling customer-facing copy and maintain brand voice across every touchpoint

• High attention to detail. Excellent organizational skills and a high bar for quality

Nice to Have

• Familiarity with product analytics tools like Mixpanel, Sigma, Mode, or Tableau

• Technical proficiency in SQL, HTML or marketing automation languages like Liquid

• Experience in fintech, real estate, or other complex financial or SaaS products