VP, Customer Lifecycle Marketing

About this role

Blue Yonder Job Title: VP, Customer Lifecycle Marketing

Synonymous Job Title: VP, Marketing

Location: US - Remote

Overview: Blue Yonder, a global leader in supply chain management, is seeking a Vice President, Lifecycle Marketing to design and lead a new, cohesive function responsible for how we communicate with customers across their entire journey with Blue Yonder. Today, customer-facing marketing activities are fragmented — split across several business organizations — with no single owner or unified framework. This role will consolidate that work into one function, building a consistent, AI-powered approach to broadcast customer communications, lifecycle campaigns, and cross-sell/upsell programs. 

Scope: This is explicitly not a customer service or one-to-one support role. It is a marketing and communications leadership role focused on scaled, coordinated engagement across every customer touchpoint — including additional channels, such as in-product/platform engagement and the customer portal. The VP will partner closely with the Revenue Marketing (Demand Generation) team, drawing on and contributing to shared campaign infrastructure, creative, and marketing technology.

What you will do:

Build and Lead the Lifecycle Marketing Function  

• Design and stand up a new, unified Lifecycle Marketing function,   consolidating   customer-marketing activities currently scattered across Marketing and   other organizations   into a single, cohesive team and operating model.  

• Define a clear charter and framework for the complete customer lifecycle — onboarding, adoption, renewal, expansion, and advocacy — so every stage has consistent ownership and messaging.  

• Partner with CX, Marketing, and   AS   leadership to manage the organizational transition, including scoping which existing roles, programs, and budgets move into the new function.  

Cohesive Customer Communications Strategy  

• Develop the governance, calendar, and approval process needed to ensure all broadcast communications to customers — email, in-app, portal, events, and campaigns — are coordinated rather than siloed.  

• Build customer segmentation and journey maps that drive targeted, relevant messaging by lifecycle stage, product usage, and account tier.  

• Establish Lifecycle Marketing as the connective tissue between Marketing, CX, Product, Sales, and Customer Success on anything that touches existing customers   at   scale.  

Cross-Sell and Upsell Enablement  

• Partner with Sales, Customer Success, and Product to   identify   expansion, cross-sell, and upsell opportunities within the installed base.  

• Build always-on nurture programs and targeted campaigns that surface relevant products and services to customers at the right moment in their journey.  

• Define and report on pipeline and revenue contribution from lifecycle and expansion campaigns, in partnership with Sales   Operations   and   Marketing   Operations.  

Product and Portal as Marketing Touchpoints  

• Treat in-product messaging (the software itself) and the customer portal as owned, coordinated marketing channels — not incidental UI elements.  

• Partner with Product and UX teams to plan and govern in-app announcements, banners, walkthroughs, and notifications as part of the broader lifecycle communications calendar.  

• Shape the customer portal's content and communication strategy so that self-service support experiences also reinforce adoption, retention, and   expansion   messaging.  

Partnership with Revenue Marketing   

• Partner closely with the Revenue Marketing team on campaign development, creative production, and shared marketing automation infrastructure.  

• Ensure   lifecycle and customer campaigns are integrated with the broader demand generation calendar, brand standards, and messaging architecture.  

• Collaborate on shared   martech   capabilities — marketing automation, CDP, personalization, and analytics platforms — relevant to both new-logo and   existing-customer   marketing.  

AI-Powered Personalization and Innovation  

• Leverage AI and automation to personalize lifecycle communications at scale, moving beyond static, one-size-fits-all customer messaging.  

• Champion the use of predictive signals (usage, health scores, churn risk, expansion propensity) to trigger the right message to the right customer at the right time.  

• Stay ahead of emerging customer engagement technology and bring an AI-first point of view to how Blue Yonder communicates with its customer base.  

Measurement and Accountability  

• Define and own KPIs for the function, including retention, net revenue retention (NRR), product adoption, engagement, and cross-sell/upsell revenue.  

• Report regularly   to   marketing and CX leadership on program performance and business impact.  

What we are looking for: • Experience: 10–15+ years in customer marketing, lifecycle marketing, growth   marketing   and/or business development   roles, including experience building or significantly scaling a function or team.  

• Industry Knowledge: Experience in B2B SaaS or enterprise technology; supply chain,   logistics , or retail technology experience is a plus.  

• Cross-Functional Leadership:   Demonstrated   success partnering across Marketing, Customer Success/CX, Product, and Sales, including influencing without direct authority during organizational change.  

• Channel Range: Track record of using in-product messaging, customer portals, or   similar owned   digital touchpoints as active marketing channels, not just support tools.  

• Technical Fluency: Strong working knowledge of marketing automation, CDPs, personalization engines, and AI-driven marketing technology.  

• Business Acumen: Ability to connect customer marketing programs to retention, expansion, and revenue outcomes.  

• Education:   Bachelor's degree in Marketing , Business, or   a related   field.  

Competencies:  

• Organizational design and change leadership — com

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