Counterpart

Lifecycle & ABM Manager

Counterpart

full-time

Posted on:

Location Type: Remote

Location: United States

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Salary

💰 $130,000 - $155,000 per year

About the role

  • Partner with the Marketing Lead to shape engagement strategy, then directly execute and iterate on programs to bring that strategy to life.
  • Own the lifecycle marketing engagement strategy for brokers across the full broker journey, defining how Counterpart’s ABM motions (1:1, 1:few, 1:many) support GTM priorities by tier, intent, and lifecycle stage.
  • Design and operate lifecycle programs as part of the ABM engagement system, delivering coordinated engagement across onboarding, reactivation, expansion, renewal, and education, with near-term focus determined by GTM priorities.
  • Publish and maintain the engagement and automation roadmap, sequencing programs by broker tier, signal, and priority, and keep stakeholders aligned on timing, intent, and desired outcomes.
  • Partner closely with Sales Ops, Business Development, and Field teams on broker prioritization outputs, contributing the marketing layer that improves execution (recommended motions, channels, pacing, and guardrails) without owning the tiering model itself.
  • Establish and run operating rhythms that drive decisions and follow-through, including weekly engagement planning, regular program reviews, and test-and-learn experimentation cycles focused on improving outcomes.
  • Ensure HubSpot and Salesforce capture the lifecycle events, engagement signals, and fields needed for targeting and triggers, partnering with Data and system owners on architecture and governance.
  • Orchestrate marketing deliverables across email, enablement, events, gifting, and field support, ensuring each touchpoint supports a clear reactivation or expansion intent and a defined next step.
  • Oversee renewal and transactional communications as part of the broader engagement experience, ensuring brokers, agents, and insureds receive timely, accurate, and consistent information that builds trust and retention.
  • Measure performance against submission lift for prioritized brokers and broker engagement quality, maintaining visibility into what is working and where to scale, refine, or stop.
  • Design and run experiments to validate which signals, messages, and marketing motions drive meaningful outcomes, turning learnings into repeatable programs and clearer guidance for GTM teams.
  • Use performance data and field feedback to refine segmentation, journey logic, and the marketing layer tied to tiering over time.
  • Uphold brand guardrails and Agentic Insurance™ messaging across lifecycle and ABM communications, partnering with the Content Manager to ensure clarity, consistency, and differentiation.

Requirements

  • 6+ years of experience in account-based marketing, lifecycle marketing, or GTM programs, with a track record of owning cross-functional marketing systems that drive measurable business outcomes.
  • Hands-on experience with HubSpot and working knowledge of Salesforce, using both to design scalable, reliable, and measurable engagement programs.
  • Proven ability to build programs that re-engage inactive accounts, expand active relationships, and influence submission volume and quality.
  • Experience partnering closely with Sales Ops and Sales teams, translating tiering or prioritization outputs into clear marketing actions, timing, and governance.
  • Strong measurement and analytical skills, including building visibility into how engagement activity connects to submissions, premium growth, and engagement quality.
  • Experience operating in a test-and-learn environment, using experimentation to validate assumptions and improve programs over time.
  • Curiosity and informed perspective on emerging marketing and GTM technologies, with the ability to evaluate new tools and approaches based on clear use cases, trade-offs, and impact.
  • Ability to translate performance data and qualitative field insight into clear hypotheses, tests, and program improvements.
  • Clear, pragmatic communicator who brings structure to complex cross-functional work and keeps teams aligned around outcomes.
  • SaaS, fintech, or insurance industry experience is strongly preferred.
  • Comfortable operating in a remote environment.
Benefits
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Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
account-based marketinglifecycle marketingGTM programsengagement programsmeasurement and analyticssegmentationexperimentationprogram designdata analysisperformance measurement
Soft Skills
communicationcollaborationcuriosityanalytical thinkingproblem-solvingorganizational skillsadaptabilitystrategic thinkingleadershipcross-functional alignment