Design, build and optimise lifecycle marketing programs from first touch through expansion. Own email channel, nurture journeys, lead management, routing and recycling. Partner cross-functionally with product marketing, sales, BDRs and customer success to drive pipeline, run experiments, measure KPIs, and scale repeatable lifecycle plays.
Who are we?
At UpGuard, we are replacing manual security bottlenecks with AI-driven precision. Fresh off a US$75M Series C, we are scaling our infrastructure to process 100 billion risk signals daily. This isn’t just growth; it’s a total reimagining of how the world manages cyber risk.
We build the Cyber Risk Posture Management (CRPM) platform that security teams actually love. By integrating security ratings, threat intel, and agentic AI, we empower organisations to stay ahead of an ever evolving attack surface.
We aren’t just building another tool; we’re defining a category. We provide the autonomy to ship world-class technology and the resources to do it at a global scale.
The Marketing team at UpGuard includes multiple marketing and design functions, including Product Marketing, Demand Gen, Marketing Ops, Content Marketing, SEO, Community, Design, and Video. UpGuard’s vision is to become a leader in the markets we play in (Cyber VRM, Attack Surface Management) by providing a best-in-class SaaS platform for organisations to manage their third-party risk and external attack surface. Our purpose as a Marketing team is to facilitate this goal by growing UpGuard with a repeatable and scalable marketing engine and a leading brand.
Where does this role fit in?
As Lifecycle Marketing Manager, you’ll own the strategy, design and execution of the marketing systems that convert interest into pipeline.
You’ll sit within the Pipeline Marketing team and be responsible for building the lifecycle engine that powers demand generation—from first touch through to expansion. You’ll create scalable nurture programs, lead management frameworks and email capabilities that help thousands of prospects progress through their buying journey while enabling our product marketing squads to execute consistently.
This is a highly cross-functional role. You’ll work closely with Product Marketing, Marketing Operations, BDRs, Sales, Customer Success and Revenue Operations to ensure our lifecycle programs drive measurable pipeline impact.
We’re looking for someone who enjoys building. Someone who can zoom out to design an operating model, then jump into HubSpot to make it real.
What will you do?
- Design and continuously improve lifecycle strategies across the prospect journey
- Build scalable nurture programs that educate, qualify and generate demand from large low-intent audiences
- Create repeatable lifecycle plays that product marketing squads can deploy consistently across products and regions
- Define entry, exit and success criteria for lifecycle programs
- Optimise journeys using behavioural signals, engagement data and conversion insights
- Own the middle of the funnel, turning known contacts into qualified buying intent.
- Partner with BDR leadership on lead routing, recycling and hand-raiser strategies.
- Design programs that increase marketing-generated pipeline while reducing unresponsive lead volumes.
- Develop always-on reactivation and recycling motions that continuously create new opportunities.
- Own email as a marketing channel across the business
- Establish templates, governance, QA standards and best practices that improve quality and scalability
- Develop modular email frameworks that allow teams to build campaigns efficiently while maintaining consistency
- Drive improvements in deliverability, engagement, accessibility and mobile performance
- Partner with content teams to improve how email is planned, written and produced
- Build lifecycle programs that support cross-sell and expansion
- Partner with Customer Success and Product Marketing to create campaigns that generate expansion pipeline
- Identify opportunities to increase customer engagement throughout the lifecycle
- Act as the connective tissue between Product Marketing, Marketing Operations, Revenue Operations and Sales.
- Translate business priorities into scalable lifecycle programs.
- Influence stakeholders without relying on direct authority.
- Build processes and documentation that improve consistency across teams.
- Define lifecycle KPIs and reporting frameworks
- Analyse funnel performance to identify bottlenecks and opportunities
- Run structured experiments to improve engagement and pipeline conversion
- Use insights to continually evolve lifecycle programs and operating models
Lifecycle strategy and nurture
Inbound demand acceleration
Email channel ownership
Customer lifecycle and expansion
Cross-functional leadership
Measurement and optimisation
What do we need from you?
- 5+ years in lifecycle, marketing automation, demand generation or growth marketing within B2B SaaS
- Strong experience building lifecycle strategies rather than simply executing campaigns
- Deep experience with HubSpot (or similar) and marketing automation platforms
- Experience designing nurture programs that influence complex buying journeys
- Strong understanding of lead management, scoring, routing and sales alignment
- Excellent analytical skills with a passion for experimentation and optimisation
- Outstanding stakeholder management and communication skills
What would give you an edge?
- Experience marketing cybersecurity, enterprise SaaS or other complex B2B technology
- Experience building customer marketing and expansion programs
- Familiarity with lead scoring, intent data and behavioural marketing
- Experience working within a matrixed product marketing organisation
What's in it for you?
- Monthly Lifestyle subsidy: use this for financial, physical and mental wellbeing (all regions)
- WFH set-up allowance: to ensure you have the right environment to work in, we will help you get set-up within your first 3 months at UpGuard (all regions)
- $1500 USD annual Learning & Development allowance: to support your career development all team members will be able to expense development opportunities against this allowance (all regions)
- Annual leave: PTO plus two additional UpGuardian leave days to give you time to recharge your batteries
- 18 weeks paid Parental Leave: irrespective of parenting role (all regions)
- Personal Leave allowance: this includes sick & carer’s leave (all regions)
- Fully remote working environment: whilst we have physical offices in Sydney & Hobart, we do not mandate compulsory attendance (all regions)
- Top spec hardware: all team members will be provided with top-spec laptops for their role (all regions)
- Personal device security & online privacy protection subsidy: UpGuard provides team members with a paid subscription to personal device security & online privacy protection platform (all regions)
- Generative AI subsidy: UpGuard provides paid subscriptions for all team members to access generative AI tools to support their work (all regions)
#LI-SD1
UpGuard is a Certified Great Place to Work® in the US, Australia, UK and India, establishing its position as a leading global technology employer. 99% of team members agree that UpGuard is a great place to work, apply now to find out why!
As an Equal Employment Opportunity and Affirmative Action Employer, qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender perception or identity, national origin, age, marital status, protected veteran status, or disability status.
For applications to positions in the United States, please note, at this time we can only support hiring in the following US states: CA, MD, MA, IL, OR, WA, CO, TX, FL, PA, LA, MO, or DC.
Before starting work with us, you will need to undertake a national police history check and reference checks. Also please note that at this time, we cannot support candidates requiring visa sponsorship or relocation.
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Home to 650 biotech companies, 10 major research institutes and nine universities, Melbourne is among one of the top cities for biotech. In fact, some of the greatest medical advancements were conceptualized and developed here, including Symex Lab's "lab-on-a-chip" solution that monitors hormones to predict ovulation for conception, and Denteric's vaccine for periodontal gum disease. Yet, the thousands of people working in the city's healthtech sector are just getting started, to say nothing of the tech advancements across all other sectors.
