Lifecycle CRM Manager B2B

Join our team as a Lifecycle CRM Manager B2B. In this role, you will own the user lifecycle and work to increase activation, engagement, retention, and expansion across our B2B customer base. You will collaborate with Product, Data, Customer Success, and Marketing to build automated customer journeys triggered by user behavior and product usage. Your responsibilities will include designing and optimizing lifecycle journeys, driving retention and expansion, working closely with Product and Data teams, and experimenting and optimizing CRM performance.

Key Missions

About the role

We are looking for a Lifecycle CRM Manager who will own the user lifecycle and help increase activation, engagement, retention and expansion across our B2B customer base.

This role is not focused on acquisition, paid media, demand generation or brand marketing.

Instead, you will work at the intersection of Product, Data, Customer Success and Marketing to build automated customer journeys triggered by user behavior and product usage.

You will identify lifecycle opportunities, design CRM programs, measure their impact and continuously improve them through experimentation.

What you'll do

Own the customer lifecycle

• Design and optimize lifecycle journeys across onboarding, activation, engagement, retention, expansion and win-back

• Build automated workflows triggered by customer behavior and product usage

• Create personalized communication programs based on lifecycle stage, engagement and account signals

• Improve customer adoption and long-term product usage

Drive retention and expansion

• Identify churn risks and build retention programs

• Develop upsell and cross-sell campaigns based on product engagement signals

• Partner with Customer Success and Support teams to identify key customer moments and automation opportunities

• Improve customer health and long-term value

Work closely with Product and Data teams

• Translate product events and customer behavior into CRM triggers

• Define segmentation strategies based on usage patterns based on NPS

• Collaborate with Product Managers and Data teams to identify growth opportunities

• Build dashboards and monitor lifecycle performance

Experiment and optimize

• Run A/B tests on messaging, timing, channels and workflows

• Analyze lifecycle metrics and user cohorts

• Continuously improve CRM performance through a test-and-learn approach

What we're looking for

Must-have

• 4+ years of experience in CRM, Lifecycle Marketing or Product CRM

• Strong experience in a B2B SaaS environment

• Proven ownership of customer lifecycle programs from onboarding to retention and expansion

• Experience building behavior-triggered automations and customer journeys

• Strong analytical mindset and data-driven decision making

• Experience working closely with Product, Customer Success and Data teams

• Fluent English and French

Nice-to-have

• Experience with subscription-based products

• Experience in telecom, SaaS, productivity or mobile applications

• Knowledge of customer health scoring and churn prediction models

What success looks like

After 12 months, you will have:

• Improved activation and onboarding performance

• Increased customer retention and engagement

• Built scalable lifecycle automation programs

• Created expansion journeys generating measurable revenue impact

• Established CRM as a core product growth lever across the company

Important note

This is not a demand generation, growth acquisition or field marketing role.

We are specifically looking for someone with hands-on experience managing product-led CRM and lifecycle programs focused on customer retention, engagement and expansion in a SaaS environment.

About Onoff

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