Principal, Lifecyle Marketing

What’s CrowdRiff?Good visuals are appealing to the eye, but great visuals tell stories that reignite your desire to discover, spark your creative imagination and even influence what we buy, eat, and do. That’s why CrowdRiff exists: to empower destination marketers to showcase their unique destinations through powerful visual storytelling solutions.
CrowdRiff is built around the idea of pushing the boundaries of exploration;
and our dedication to finding experiences that feel more authentic and undiscovered make us who we are. We like to think of ourselves as modern-day explorers, who believe in taking action now and thrive in an open, challenging, and encouraging environment.
Our team is a quirky and diverse crew that has one thing in common: our love for great visuals. Picture this. You will contribute to amplifying unique travel experiences like scuba diving in Tahiti, exploring Napa’s wine country, bungee jumping in Queenstown and much more while having access to some of our amazing travel perks that allow you to immerse yourselves in local communities and culture.
At CrowdRiff, you have the freedom, autonomy, and resources to set the course of your own future along with an incredible crew. We understand that to feel empowered and to keep forging new paths professionally and personally, we need to pull out all the stops. That’s why we take a proactive approach and set not only professional but also personal goals for all CrowdRiffers. To make this possible, we offer opportunities related to training, tuition, conferences, workshops, or anything else that will help you achieve your goals under our ‘DevDollars’ program.
Every day, we work across departments, time zones, and even oceans to reach our goals and delight our customers - all while being remote. If you are looking to make travel an incredible experience today, and for future generations, and are passionate about visuals & tech, you’re just our type.
About the role:Crowdriff powers travel brands with the content and insights that inspire travelers to see the world differently and explore sustainably. We bring the workflows and infrastructure to source, manage, produce, organize, and plan content in one connected ecosystem, eliminating the complexity of disparate tools, scattered assets, manual tagging, and rights management. This gives travel marketers the foundation to focus less on managing content and more on inspiring discovery, engaging travelers, and driving bookings. We’re excited to be on this journey with a team that inspires us, and customers who partner with us to make travel an incredible experience today, and for future generations.
With a full suite of solutions, we need a connected lifecycle marketing approach that delivers the right message at the right moment to drive new logo, onboarding, adoption, cross-product engagement, expansion, and renewal.
You’ll own the end-to-end journey for prospects and customers, building the always-on programs that determine who hears what, when, and through which channel. You’ll map journeys, define customer cohorts, score accounts, and continuously test and improve performance. You’re a builder at heart, using tools like Claude and our connected CRM and data warehouse to independently build and optimize programs, with support from our GTM Engineer and teammates when you need it.
You’re a curious, growth-minded self-starter with excellent creative judgement. You know how to understand customers’ needs at critical moments and connect them with the right CrowdRiff solution to turn opportunity into action.
What you’ll do:
Customer and prospect journeys:
map the customer path from onboarding through adoption, expansion and renewal across all products, and the prospect path from first touch to SAO for prospects and win-back
Moments, cohorts and triggers:
define the moments that matter in the customer journey from adoption to expansion/renewal. Define the cohorts the team works from, what each moment leads to next, and the triggers that start each touch, written as requirements for the GTM engineer.
Account scoring:
score accounts on fit and intent. The scores feed target account strategy and sales target accounts.
Message strategy:
decide what each cohort hears, through which channel and when: email, in-product, website, webinars, community or AM conversation. Audit our current formats and channels and expand them where we can reach and engage customers better. Adapt the story by market (across North America, Australia & New Zealand), tier and new versus former customer, including a story for Europe, where there is new expansion opportunity.
Onboarding and adoption programs:
lead the programs that get new customers to value quickly, and set activation goals with Product and Support.
Expansion conversion programs:
run the programs that move expansion pipeline to closed deals.
Cross-sell plays:
build a play for each expansion path (Planner, Creators, UGC, and DAM), with pricing and peer examples.
Program reporting:
report activation, expansion pipeline, retention and nurture conversion, and recommend changes.
AI workflows:
use AI to automate the manual steps in lifecycle programs, with the GTM engineer. You spend less time on operational plumbing and more on strategy and creative decisions about formats, channels and communications.
Ideally you’ll have:
8+ years in B2B SaaS marketing, with at least 3 in lifecycle, customer or growth marketing.
A track record of always-on lifecycle programs that moved activation, expansion or retention.
Experience building segmentation, cohort and account scoring models, and turning them into triggers and journeys.
Strong creative judgment for formats, channels and communications that make our programs stand out.
Working knowledge of HubSpot (or a similar platform) and Intercom, and of how product usage data drives triggers and segmentation.
Comfort turning data into decisions, writing requirements, and briefing an engineer on what to build.
Hands-on use of AI to automate workflows.
Experience in travel, tourism or destination marketing is a plus.
$150,000 - $170,000 a year
Why CrowdRiff?At CrowdRiff, we don’t just believe in wow‑ing our customers, but also our employees. That’s why, in addition to your competitive salary and benefits plan, we offer perks like:
Well‑being & growth:Parental leave
Extended learning and development opportunities through our DevDollars program
Equity incentives
Flexibility at work:Feel‑Good Fridays:Enjoy a half-day off every other Friday in summer
No‑meeting Fridays year‑round
Flexible work hours
Regular team socials & team events
Travel:Up to 8 weeks of vacation
Up to $3000 towards your next trip
Travel and work from a country of your choice for 90 days
Want to hear more? Visit our website and learn more about our team.
We use AI tools to help support parts of our interview process and improve the candidate experience.
Upon request, CrowdRiff will provide job applicants with any accommodations they may require for the interview process, candidate assessments, and all other applicable steps within the recruitment and selection process. When requested, CrowdRiff will consult with the applicant to provide suitable accommodations.
CrowdRiff is proud to be a diverse and equal opportunity employer and as such does not discriminate on the basis of race, colour, religion, sex, national origins, age, sexual orientation, disability or any other characteristic protected by applicable laws. Selection decisions are solely based on job‑related factors.
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