Lifecycle marketer

About Baselayer

Trusted by 2,200+ financial institutions, Baselayer is the intelligent business identity platform that helps verify any business, automate KYB, and monitor real-time risk. Baselayer’s B2B risk solutions and identity graph network leverage state and federal government filings and proprietary data sources to prevent fraud, accelerate onboarding, and lower credit losses. We are building category-defining infrastructure for business identity in highly regulated markets, with a strong focus on execution, ownership, and long-term impact.

About the Role

As Baselayer's first dedicated Lifecycle Marketer, you'll own the customer journey from the first email after sign-up through every nurture, upsell, and win-back that follows. You'll architect the sequences that turn new sign-ups into activated customers, surface high-intent users to Sales at the right moment, and bring people back when they slip. You'll measure all of it on engagement-to-conversion outcomes. This role is hands-on. You'll write the briefs, build the flows, set up the triggers, and read the results yourself. You'll also own a flagship project from day one: standing up the Business Profile nurture program once that product is live, designing the welcome and activation sequences, the engagement nurtures, the upgrade paths, and the analytics that prove it's working.

What You’ll Do

• Acquisition & Activation Email Own the early lifecycle: welcome series, sign-up confirmation, onboarding nudges, and activation flows that get new customers to first value fast Partner with growth and product to close the gap between sign-up and the moment someone gets real value Define the activation milestone and instrument it across the customer journey
• Nurture Architecture Design and build nurture sequences that move users between stages — top-of-funnel education, mid-funnel consideration, post-activation deepening Treat sequences like product: versioned, instrumented, and continuously improved Build a reusable template and modular content system so campaigns ship faster without sacrificing quality
• Upsell, Win-Back & Retention Build upsell journeys that introduce add-ons and expansion features at the right moments based on usage and account signals Design re-engagement sequences for lapsed and at-risk users with clear targets and exit criteria Build retention and gift programming for active customers, loyalty moments, milestone touchpoints, and gifting flows that make people feel seen
• Intent Signal Automations Translate behavioral and product signals (page visits, feature usage, search behavior, third-party intent data) into triggered flows Surface high-intent users to Sales at the right moment and route the right offer based on signal strength Build the operational handoff between lifecycle automation and sales-assisted motion
• Engagement → Conversion Analytics Define and instrument the funnel from email/SMS engagement to in-product conversion Own a weekly scorecard that connects send-side metrics to revenue outcomes, cohort conversion, time-to-action, and incremental lift, not just opens and clicks Run cohort and funnel analyses to surface where the journey breaks; bring those findings into the planning cycle
• Business Profile Nurtures Be the lifecycle owner for the Business Profile launch Design the messaging journey from first sign-up through ongoing engagement Build it in our ESP/automation platform and run the experimentation roadmap that improves it month over month
• Lifecycle Operations & Cross-Functional Partnership Own the campaign calendar, briefs, QA, deliverability, segmentation, consent, and post-send analysis Work shoulder-to-shoulder with Product, Growth, Sales, Data, and CS — lifecycle is a team sport, and you'll set the tone for how we play it Bring discipline and a clear operating cadence to a function that often runs on vibes

What We're Looking For

Required 4+ years in lifecycle, CRM, email, or growth marketing, with clear ownership of programs, not just executing campaigns someone else briefed Demonstrated experience architecting nurture sequences end-to-end. Hypothesis → segmentation → flow design → copy → instrumentation → readout Hands-on in at least one major ESP / lifecycle automation platform (Iterable, Braze, Customer.io, HubSpot, Marketo, Klaviyo, or similar). You can build the flow yourself Experience translating intent signals (product behavior, third-party intent data, website activity) into triggered campaigns Strong analytics chops. You connect engagement to conversion outcomes and can defend the link with data. SQL or warehouse-native comfort is a big plus Experimentation muscle. You can talk through a test you ran, what you learned, and what you shipped or killed because of it Strong written communication. You write copy that sounds like a person and briefs that other people can actually execute against Bias toward shipping. You'd rather get a v1 in market than perfect a v3 in a doc

Nice to Have Experience launching lifecycle programs around a brand-new product surface or feature, from zero to running Designed and run loyalty, gifting, or referral programs Worked with intent data providers (6sense, Bombora, Demandbase, Common Room, Koala) or homegrown intent scoring Familiarity with CDPs (Segment, RudderStack, Hightouch) and reverse-ETL workflows Built engagement-to-conversion dashboards in a BI tool (Looker, Mode, Hex, Metabase) Background in fintech, compliance, or B2B SaaS with a similar buyer

Work Location Hybrid in our NYC office 3-4 days per week

Why Baselayer Base salary range of $120,000 - $150,000 Equity package Unlimited vacation Fully paid health insurance, dental, and vision Ownership from day one: you'll own lifecycle as a function and lead the launch of a flagship product surface, not just execute a playbook Direct access to leadership and cross-functional partners, Product, Data, and CS want to work with marketing here Work on genuinely interesting, technical subject matter that matters to 2,200+ financial institutions