Be a part of it. Join the #AccelFamily

Sr. Director, Lifecycle Marketing - Retention & Expansion



Marketing & Communications
San Francisco, CA, USA
Posted on Friday, May 3, 2024

Sr. Director, Lifecycle Marketing - Retention & Expansion

ID 2024-24392
US-CA-San Francisco
Position Type

Company Overview

Docusign brings agreements to life. Over 1.5 million customers and more than a billion people in over 180 countries use Docusign solutions to accelerate the process of doing business and simplify people’s lives. With intelligent agreement management, Docusign unleashes business-critical data that is trapped inside of documents. Until now, these were disconnected from business systems of record, costing businesses time, money, and opportunity. Using Docusign’s Intelligent Agreement Management platform, companies can create, commit, and manage agreements with solutions created by the #1 company in e-signature and contract lifecycle management (CLM).

What you'll do

We are seeking an experienced and transformative Senior Director of Lifecycle Marketing to lead our customer-centric marketing efforts focused on retention and expansion for our customers. As a key leader in the newly formed Lifecycle Marketing team, you will have the unique opportunity to help create and define a new function charged with unlocking significant growth opportunities across the business. In this role, you will be responsible for developing and implementing strategies that drive customer engagement, retention, and expansion, ultimately contributing to our revenue retention and growth.

As the Sr. Director, Lifecycle Marketing - Retention and Expansion, you will define who we target (user segments), which offers we serve (content, demos, price offers, sales-touch), when we serve (moments in the journey), and where we serve these offers (in-product & email). This is a highly visible and cross-functional role where you’ll work with Regional Marketing, PLG, Growth Operations, Customer Success and the WWFO to define test and scale monetization opportunities. You’ll work closely with our Analytics team to build predictive data models and meaningful segments, and guide the entire post-purchase journey to retain and monetize our customer base.


  • Develop and implement a comprehensive and global lifecycle marketing strategy that encompasses all customer segments, with a strong emphasis on retention and expansion, by merging PLG and sales-assisted channels
  • Manage and mentor a team of marketing professionals, providing guidance, direction, and mentorship to ensure the successful execution of lifecycle marketing campaigns and initiatives
  • Define and refine customer segments and personas, tailoring messaging and campaigns to address their unique needs and behaviors
  • Merge Product-Led Growth (PLG) and sales-assisted channels to create a seamless customer experience that demonstrates the strengths of both approaches
  • Improve journey conversion rates by identifying new surface areas within the product, developing testable hypotheses, and running experiments to validate them
  • Be accountable for expansion and retention and expansion OKRs and targets
  • Work with the Acquisition team to align on ICP and ongoing performance of adoption and retention cohorts to ensure a monetizable and predictable funnel
  • Partner with Product Growth to build and carve out monetizable in-product surface areas to drive adoption, retention and expansion
  • Establish a partnership with Product growth teams to create and implement a roadmap of experiments that improve metrics across the funnel
  • Develop and implement targeted campaigns that drive retention, upselling, cross-selling, and expansion opportunities for self-serve and sales-assisted customers
  • Partner with Product Marketing to ensure messaging and content relevance to improve engagement
  • Stay informed about industry trends, emerging technologies, and best practices, providing expert guidance and leadership in the context of lifecycle marketing

Job Designation

Hybrid: Employee divides their time between in-office and remote work. Access to an office location is required. (Frequency: Minimum 2 days per week; may vary by team but will be weekly in-office expectation)

Positions at Docusign are assigned a job designation of either In Office, Hybrid or Remote and are specific to the role/job. Preferred job designations are not guaranteed when changing positions within Docusign. Docusign reserves the right to change a position's job designation depending on business needs and as permitted by local law.

What you bring


  • Bachelor's degree in marketing, business, or a related field
  • A minimum of 15+ years of proven experience in lifecycle marketing, with a focus on retention and expansion, especially within the B2B SaaS industry


  • MBA
  • Strong leadership and team management skills, with a demonstrated ability to lead and develop successful teams
  • Expertise in developing and driving lifecycle marketing campaigns, particularly in the context of merging PLG and sales-assisted channels
  • Proficiency in using marketing automation tools, CRM systems, and analytics platforms to measure and optimize campaign performance
  • Excellent communication and presentation skills, with the ability to work collaboratively in cross-functional teams
  • Exceptional project management skills and the ability to thrive in a fast-paced, dynamic environment
  • A passion for technology and a commitment to staying current with industry trends and best practices

Wage Transparency

Based on applicable legislation, the below details pay ranges in the following locations:

California: $195,500.00 - $315,775.00 base salary

This role is also eligible for bonus, equity and benefits.

Global benefits provide options for the following:

  • Paid Time Off: earned time off, as well as paid company holidays based on region
  • Paid Parental Leave: take up to six months off with your child after birth, adoption or foster care placement
  • Full Health Benefits Plans: options for 100% employer paid and minimum employee contribution health plans from day one of employment
  • Retirement Plans: select retirement and pension programs with potential for employer contributions
  • Learning and Development: options for coaching, online courses and education reimbursements
  • Compassionate Care Leave: paid time off following the loss of a loved one and other life-changing events

Life at DocuSign

Working here

Docusign is committed to building trust and making the world more agreeable for our employees, customers and the communities in which we live and work. You can count on us to listen, be honest, and try our best to do what’s right, every day. At Docusign, everything is equal.

We each have a responsibility to ensure every team member has an equal opportunity to succeed, to be heard, to exchange ideas openly, to build lasting relationships, and to do the work of their life. Best of all, you will be able to feel deep pride in the work you do, because your contribution helps us make the world better than we found it. And for that, you’ll be loved by us, our customers, and the world in which we live.


Docusign is committed to providing reasonable accommodations for qualified individuals with disabilities in our job application procedures. If you need such an accommodation, or a religious accommodation, during the application process, please contact us at [email protected].

If you experience any issues, concerns, or technical difficulties during the application process please get in touch with our Talent organization at [email protected] for assistance.

Applicant and Candidate Privacy Notice

States Not Eligible for Employment

This position is not eligible for employment in the following states: Alaska, Hawaii, Maine, Mississippi, North Dakota, South Dakota, Vermont, West Virginia and Wyoming.

EEO Statement

It's important to us that we build a talented team that is as diverse as our customers and where all employees feel a deep sense of belonging and thrive. We encourage great talent who bring a range of perspectives to apply for our open positions. Docusign is an Equal Opportunity Employer and makes hiring decisions based on experience, skill, aptitude and a can-do approach. We will not discriminate based on race, ethnicity, color, age, sex, religion, national origin, ancestry, pregnancy, sexual orientation, gender identity, gender expression, genetic information, physical or mental disability, registered domestic partner status, caregiver status, marital status, veteran or military status, or any other legally protected category.

EEO Know Your Rights poster


Sorry the Share function is not working properly at this moment. Please refresh the page and try again later.
Share on your newsfeed