Workday · 2 days ago
Senior Lifecycle Marketing Manager - Adaptive Planning
Pleasanton, CA
Full-time
Hybrid
Senior Level, Lead/Staff
$142K/yr - $214K/yr
8+ years expWorkday is a Fortune 500 company and a leading AI platform for managing people, money, and agents. As a Senior Lifecycle Marketing Manager, you will own the programs and campaigns that keep customers engaged, successful, and growing with Adaptive Planning, focusing on improving customer retention and satisfaction.
Artificial Intelligence (AI)Cloud ComputingEnterprise SoftwareHuman ResourcesSaaSSoftware
Responsibilities
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
Qualification
Required
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
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
Benefits
Workday Bonus Plan
Annual refresh stock grants
Company
Workday
Workday provides SaaS-based enterprise solutions for a company's human resources and financial management activities.
10001+ employees
H1B Sponsorship
Workday has a track record of offering H1B sponsorships. Please note that this does not
guarantee sponsorship for this specific role. Below presents additional info for your
reference. (Data Powered by US Department of Labor)
Distribution of Different Job Fields Receiving Sponsorship
Represents job field similar to this job
Trends of Total Sponsorships
2025 (331)
2024 (388)
2023 (262)
2022 (503)
2021 (290)
2020 (229)
Funding
Current Stage
Public CompanyTotal Funding
$2.23BKey Investors
Elliott Management Corp.New Enterprise AssociatesGreylock
2025-09-16Post Ipo Equity· $2B
2012-10-12IPO
2011-10-24Series F· $85M
Leadership Team
Aneel Bhusri
CEO and Co-Founder
Peter Bailis
Chief Technology Officer
Recent News
2026-01-09
Company data provided by crunchbase