Director Lifecycle Marketing

Mentimeter is an engagement tool with a clear goal in mind. To turn presentations into conversations. Through real-time interactivity and clear visualizations, we get people to participate, engage and become more productive. Transforming all those passive meetings, airless classrooms and drawn out trainings into valuable and memorable moments.

We truly believe that you achieve the best results by doing things together. And that successful leaders need to adopt a curious and collaborative mindset in order to get there. So with you at Mentimeter, you’ll be a big part of the ambition to help over 1 billion people listen, learn and work better together.

Mentimeter’s growth is product-led at its core, complemented by sales-assisted motions as users and organizations scale. Lifecycle Marketing sits at the center of this system, connecting product usage, user education, and go-to-market motions.

This role exists to fundamentally upgrade how lifecycle marketing works at Mentimeter. Not just to scale or professionalize what exists today, but to challenge assumptions, redesign lifecycle logic, and build a more intelligent, measurable, and capital-efficient growth system.

The role in a nutshell

As Director of Lifecycle Marketing, you are the single accountable owner of the lifecycle system at Mentimeter.

You own lifecycle strategy, system design, operating model, and measurable business impact across Activation, Engagement, Retention, Resurrection, and Monetization. Your responsibility is to ensure lifecycle marketing operates as an intelligent, scalable, and continuously improving growth system that materially impacts company outcomes.

This role requires both strategic depth and hands-on lifecycle craft and strong operator credibility, with the ability to personally diagnose, design, and improve lifecycle systems when needed.

This is a senior director-level role (M4) operating in a fast-evolving, high-complexity environment.

Success in this role depends on your ability to:

• Set the quality bar for lifecycle craft, system design, and experimentation
• Personally understand and challenge lifecycle logic, decisioning, and measurement
• Lead senior specialists and managers through operator credibility
• Influence and align executive stakeholders around lifecycle priorities and trade-offs
• Connect lifecycle decisions directly to activation efficiency, retention and engagement depth, and monetization outcomes

Your mission

Own lifecycle as a business-critical growth system

• Be the single accountable owner of lifecycle strategy across the full user journey
• Ensure lifecycle supports both product-led and sales-assisted growth
• Own lifecycle incrementality and ensure decisions are driven by true, causal impact

Upgrade the lifecycle system

• Challenge and redesign lifecycle assumptions, logic, and sequencing
• Evolve the User Lifecycle Framework into a living operating system, continuously refined through data and experimentation
• Raise the bar for experimentation rigor, decision quality, and system intelligence

Define lifecycle decision logic

• Own lifecycle decisioning, including segmentation, eligibility, sequencing, prioritization, and suppression
• Translate product, behavioral, and commercial signals into clear lifecycle actions
• Partner closely with Product, Data, and RevOps on data foundations, while owning how signals are used

Own lifecycle architecture, CRM, and AI enablement

• Act as senior owner of Braze and lifecycle CRM architecture
• Drive pragmatic use of AI to improve automation, relevance, and scale within an opinionated, rule-based framework
• Ensure lifecycle tooling operates as one coherent system

Lead complex, cross-functional change

• Own and drive high-complexity initiatives involving Product, Sales, Technology, Data, and Operations
• Lead change management related to new lifecycle ways of working and AI adoption
• Navigate ambiguity, trade-offs, and organizational dependencies to move the lifecycle system forward
• Build alignment through clear communication and strong stakeholder management

Lifecycle business impact at Mentimeter

Lifecycle Marketing is expected to drive measurable impact across four dimensions:

1. Activation efficiency: Improve time-to-value, activation rates, and early habit formation.
   
   
2. Retention and engagement depth: Increase sustained usage, meaningful engagement, and long-term retention.
   
   
3. Monetization efficiency: Improve conversion, expansion, and monetization across PLG and sales-assisted motions.
   
   
4. Incremental impact and capital efficiency: Prove what lifecycle contributes through experimentation and incrementality, and guide disciplined investment decisions.

You are accountable for ensuring lifecycle impact is causal, measurable, and commercially grounded, not just correlated with growth.

Hands-on craft expectations

While you lead execution through others, this role requires deep operator-level lifecycle expertise.

You are expected to personally:

• Diagnose and redesign lifecycle logic, sequencing, and decisioning when systems underperform
• Review and challenge experimentation design, measurement models, and incrementality assumptions
• Set and enforce a high quality bar for lifecycle architecture, CRM logic, and AI-driven automation

You are not expected to build flows day-to-day, but you must be able to identify structural flaws and design better systems.

Who you are

Experience & craft

• Senior lifecycle, CRM, or growth leader with experience owning company-wide systems
• Strong business acumen with deep understanding of PLG, sales-assisted growth, and revenue drivers
• Proven lifecycle experience in product-led SaaS environments
• Deep hands-on experience with Braze and lifecycle system design
• Strong understanding of experimentation, incrementality, and lifecycle economics

Leadership & mindset

• Trusted senior leader with strong executive presence
• Clear, confident communicator across functions and levels
• Systems thinker with strong outcome focus
• Comfortable making hard decisions and standing by them
• Energized by building and upgrading intelligent systems that scale

What Mentimeter can offer
At Mentimeter we can offer a diverse and inclusive work environment supported by smart and driven colleagues. We believe in continuous professional development for all of our colleagues and therefore offer access to a leadership program (including external personal coach) and relevant education to ensure that we continue to be state-of-the-art when it comes to innovating and building Mentimeter. Your place will be in a growing company with lots of career opportunities, working on a beloved product used by more than 300 million people. It’s not all about work though, we also offer a very healthy view on work-life balance.

All of this comes attached with a competitive compensation and benefits package, including pension contributions. Learn more about our benefits by visiting our Benefits & Perks page

• AI does not screen or decide on candidates.
•  There is no automated filtering, ranking, or decision-making in our recruitment process. Every application is reviewed by a person.
• Hiring teams may use AI to support their work - for example, to structure notes, prepare interview questions, or organize their thinking.

Culture at Mentimeter
At Mentimeter we believe in giving everyone a voice - regardless of who you are. So we build a platform that does just that. Our platform is not only our product but also our organization. A platform where people feel safe, where differences are embraced, a place where you can have fun. We strongly encourage applicants who are people of color, LGBTQ+, women, people with disabilities, and/or formerly incarcerated people, and a college degree is not strictly required. In order to give everyone a voice, we need to be as diverse as our users.

Learn more about our culture by visiting our Culture page.
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