About the Role

As a leader in Lifecycle Marketing & Marketing Automation, you'll shape how Wayground attracts, engages and retains teachers while building pipeline across schools and districts. Our growth comes through two complementary motions: teachers independently discovering and adopting the product, and schools and districts investing in it at an organisational level. You'll build the strategies, data infrastructure and marketing systems that support both.

You'll identify the highest-impact growth opportunities and translate them into projects, priorities and scalable systems. This requires a combination of strategic thinking and technical depth, from defining audience segmentation and lifecycle journeys to designing automation logic, data architecture, integrations and attribution.

You'll lead the Lifecycle Marketing and Marketing Automation team, setting direction and establishing clear ownership while partnering closely with Regional Marketing, Sales, RevOps, Product and Design to drive measurable business outcomes.

In your first year, success will mean:

• Building lifecycle programs that measurably improve teacher growth and retention, decision-maker engagement and school/district pipeline.

• Developing outbound and demand generation plays that sales teams actively use, supported by reliable data and clear attribution.

• Maintaining healthy email deliverability and sender reputation across all sending domains.

• Building a team with clear ownership, a predictable project intake process and opportunities to grow.

Goals

You'll be measured on teacher growth and retention, and on school and district pipeline. Getting there depends on keeping many stakeholders aligned.

1. Teacher lifecycle: drive user growth and retention

• Grow active teachers by turning sign-ups into activated users, and activated users into repeat users

• Improve retention across cohorts, and win back teachers who drift away

• Understand habit formation: what brings a teacher back each week, and how to time journeys to the moments in their school year when they need us

• Use behavioural data to decide who gets what message, and when

2. Demand generation: build pipeline

• Understand the lead lifecycle stage by stage, from new lead to MQL, SQL, opportunity and closed deal, and where leads stall between stages

• Build TOFU plays that drive awareness, MOFU plays that nurture and qualify them, and BOFU plays that turn them into meetings and opportunities

• Measure success by pipeline created and won, and treat opens, clicks and lead volume as inputs

• Work with sales on handoffs, follow-up speed and what makes a lead worth their time

3. Stakeholder management

This is a big part of the job. You'll work daily with sales, RevOps, product, design, content and leadership, many of them in the US.

• Align teams on shared definitions, priorities and timelines before work starts

• Say no, or not yet, with a clear reason, and keep requests flowing through one intake process

• Report results in a way leaders can act on, and keep stakeholders informed on what's working and what isn't

How you'll drive the work

You turn these goals into plans the teams can execute.

• Shape large cross-functional projects from a business problem, covering scope, business case, success metrics, owners and phasing

• Own the lifecycle and automation roadmap, spell out the trade-offs, and help partner teams decide what to do first given their capacity

• Design how data and systems fit together across Braze, HubSpot, Outreach, Salesforce and BigQuery, evaluate new tools, and review builds before they ship

• Turn leadership goals into briefs the team can build, and turn results into decisions leadership can make

What you'll do

Lifecycle marketing

• Own the teacher and admin lifecycle: onboarding, activation, engagement, upgrade and re-engagement journeys

• Plan seasonal programs such as back-to-school, including segmentation, audience-by-message matrices and calendars

• Set copy and brand-voice standards for teacher and admin emails, and review what ships

Marketing automation and operations

• Build and maintain journeys and campaigns in HubSpot and Outreach, including sequence logic, dynamic content and fallbacks

• Run email deliverability: domain and IP warmup, sender reputation, list hygiene

• Own event and webinar automation from registration to follow-up, with attribution flowing into Salesforce

• Run an intake and prioritisation process so stakeholder requests become a predictable comms calendar

Demand generation and outbound plays

• Design account-based and territory plays with regional marketing and sales

• Build enrichment and targeting workflows with tools like Clay and BigQuery

• Support paid social and LinkedIn programs for teachers and administrators

Measurement and optimisation

• Define metrics and reporting for lifecycle and demand gen, including holdout and control-group analysis

• Run conversion rate optimisation on landing pages and forms

• Turn results into clear recommendations for leadership

Leading the team

You will manage a small team of marketing automation specialists and a comms design lead.

• Set priorities, ownership and quality bars for the team

• Coach through regular 1:1s, run mid-year and annual reviews, and build growth paths

• Represent the team with sales, RevOps, product and design, and protect its time from ad-hoc requests

What you'll bring

• 7+ years in B2B or B2B2C SaaS marketing, with at least 4 in lifecycle, CRM or marketing automation, including retention and engagement programs

• You can set a direction and also design how it works. Hands-on depth in at least one engagement platform (Braze, HubSpot, Marketo or similar) and a sales engagement tool (Outreach, Salesloft or similar)

• A solid grasp of lead stages, funnel conversion and campaign attribution in Salesforce, and experience building TOFU, MOFU and BOFU plays that created pipeline

• Comfort with data: you can write or read SQL, build a segment, and judge whether a number is right

• Clear writing and an ear for copy that sounds like a person wrote it

• A track record of defining and leading large, cross-functional projects from strategy to launch, and building systems other teams adopt

• Strong stakeholder management across sales, RevOps and leadership, including US-based teams across time zones

Nice to have

• Edtech or K-12 experience, especially selling to schools and districts

• Product-led growth and monetisation experience (paywalls, upgrade flows, free-to-paid)

• Deliverability recovery or IP warmup experience

• Experience using AI tools to build repeatable marketing workflows

• Paid social or CRO experience

Tools you'll work with

Braze, HubSpot, Outreach, Salesforce, BigQuery, Clay, Zoom, Asana. We use Claude and other AI tools across the team's daily work.