The Challenge
Rocket Lawyer is the world's largest online legal services platform, helping 30M+ users annually. You'll lead the lifecycle marketing engine driving engagement, retention, and monetization across their global user base-owning the notification, nurture, and awareness programs that are the lifeblood of the business.
Your Mission
Audit and stabilize current email, push, and SMS programs; identify quick wins to improve engagement rates and reduce churn within first 60 days
Map stakeholder landscape across Product, Engineering, Data, and Finance; establish working rhythms and clarify decision rights for lifecycle marketing initiatives
Define KPI framework and build monthly reporting dashboard tracking engagement metrics, segment performance, and lifecycle revenue contribution
Lead team assessment; identify skill gaps and draft 12-month capability development plan for direct reports
Launch redesigned nurture program leveraging behavioral data and dynamic segmentation to increase re-engagement by 15%+
Migrate CDP and audience architecture to modern stack (evaluate alternatives to Segment if needed); ensure real-time behavioral event tracking at scale
Establish cross-functional product launch cadence; deliver lifecycle marketing requirements upfront, not post-launch; drive 3+ integrated campaigns
Build and scale team; hire 1-2 specialist roles; establish learning culture with monthly training, tool certifications, and mentorship touchpoints
KPIs You'll Own
Email Engagement Rate (Open, Click, Conversion)
Track open rate, click-through rate, and conversion by segment and campaign type; benchmark against industry standards for SaaS/legal vertical.
User Reactivation Rate
Percentage of dormant users brought back into product via lifecycle programs; measure 30, 60, 90-day reactivation cohorts.
Revenue Attribution by Lifecycle Program
Incremental revenue driven by email, push, SMS campaigns; track LTV impact of engaged vs. non-engaged cohorts.
Audience Segmentation Coverage
% of active user base with behavioral/intent segments available for targeting; measure data freshness and completeness.
Unsubscribe & Spam Complaint Rate
Monitor list health; track unsubscribe and complaint rates to ensure deliverability and user trust.
Tools & Stack
Your Team
Your Manager
VP Marketing or Chief Marketing Officer (likely)
Current Team
Team of lifecycle marketing specialists focused on email, push, SMS campaign delivery and optimization; size not specified but implied 4-8 people
New backfill; potentially expanding to 1-2 additional specialist roles within first 6 months
The Package
Salary
$180K-$240K base
Variable
Likely 15-25% annual bonus tied to KPI targets (estimated)
Equity
Equity stake possible (private company status unknown)
Remote
Onsite role; location flexibility unclear-job posted as 'Anywhere' but marked ONSITE; clarify with hiring team
Benefits & Perks
Company Intelligence
Rocket Lawyer is the world's largest online legal services platform, founded in 2008. With 30M+ users and 50M+ documents created, they serve consumers and small businesses globally across North America, South America, and Europe.
Founded
2008
Customers
30M+ individual users; B2C2B legal services
Culture
Growth-driven, data-centric, matrixed org; emphasis on innovation, cross-functional collaboration, and team development
Is This Role For You?
- You've led lifecycle marketing or email/CRM teams at 5+ years and proven ability to scale engagement programs from single-digit to double-digit millions of users
- You're fluent in CDPs (Segment, mParticle, Treasure Data), email platforms, and marketing automation-and you can translate business requirements into technical specs
- You thrive in matrixed orgs; you actively partner with Product, Data Eng, BI, and Finance to align on strategy and drive accountability
- You obsess over metrics: you build dashboards, analyze cohorts, and make decisions on data, not gut feel; continuous A/B testing is your baseline
- You're a teacher and mentor: you uplevel your team, share frameworks, and build organizational capability, not just execute campaigns
- You've only done demand gen, paid acquisition, or campaign execution-lifecycle marketing strategy and audience science are different disciplines
- You avoid data and math; you prefer creative storytelling over rigorous testing and attribution; you're uncomfortable reading SQL or SQL-adjacent queries
- You need full remote flexibility and travel ability; role is marked onsite and requires real-time cross-functional collaboration
- You struggle in complex organizations; Rocket Lawyer is global, matrixed, and requires consensus-building across multiple functions
Interview Process
Recruiter Screen (30 min)
Background, experience with CDP, team size led, and clarify onsite/remote expectations
Hiring Manager Deep Dive (60 min)
Lifecycle marketing strategy, past program optimization wins, approach to cross-functional collaboration, team building philosophy
Case Study / Whiteboard (60 min)
Real or hypothetical scenario: audit a poorly performing nurture program, design a segmentation strategy, or optimize a multi-channel campaign
Stakeholder Panel (60 min)
Meet Product, Data, and Finance leads; assess ability to navigate matrixed org and communicate business impact
Executive Round (45 min)
Meet VP Marketing or CMO; discuss vision for lifecycle marketing evolution, technology roadmap, and team growth
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.