Dovetail is the world’s leading customer insights hub, helping thousands of teams build better products. From user feedback and customer interviews to support tickets and sales calls, Dovetail helps you uncover insights fast—no matter the method. Driven by ambition and innovation, the Dovetail team is customer-obsessed and on a mission to help the world improve the quality of every thing. Join the ranks of Atlassian, The New York Times, Spotify, Universal, Porsche, Starbucks, and thousands more as they put their customer first with Dovetail and improve the quality of their thing.

Founded in 2017 by Benjamin Humphrey and Bradley Ayers, Dovetail has 100+ employees across offices in Sydney and San Francisco. We've created a unique environment to help us achieve our challenging mission. A culture that aspires to excellence, where nothing is too small to be improved. 

We are looking for a Lifecycle Marketing Lead to level up our customer acquisition and retention efforts. Reporting into the VP of Marketing, this role will be responsible for all lifecycle and customer marketing strategies, working cross-functionally with a variety of GTM and marketing stakeholders (content, creative, demand gen, sales, CS, etc) to drive user growth, revenue and mitigate churn. To be successful in this role, the individual will develop a data-driven lifecycle marketing plan that engages both prospects and customers throughout our funnel via a best-in-class marketing tech stack (that they will be instrumental in building).

What you'll do

  • Set the vision and strategy for lifecycle marketing. Build a lifecycle marketing plan that will drive conversion, revenue and mitigate churn. This person should be commercially minded and excited to prove the value of this program to the broader business.
  • Map out our customer journey into actionable segments. Develop a comprehensive customer journey, mapping every step of the prospect and customer experience, and segmenting our database to serve personalized messaging and content at every stage.
  • Define and measure lifecycle marketing metrics. You will bring a data-driven approach to establish goals and ensure that we are measuring, experimenting, and improving them. You will deliver real-time reporting on customer/lifecycle campaigns, focused on key metrics such as MQLs, pipeline, free-to-paid conversion and funnel performance.
  • Collaborate across the business. Work with your counterparts in Marketing, Sales, Customer Success, Product, and others to align on the needs of our prospects and customers, as well as plan, design, and manage a robust data-driven approach to how we nurture them along their journey with Dovetail.
  • Utilize data and A-B testing to deliver the right content content at the right time. Create and optimize segmentation and content personalization strategies by leveraging user insights and business data.
  • Institutionalize email and customer comms best-practices. Ensure our very high bar for design quality in assets are upheld. Ensure our deliverability and messaging are elite.
  • Own the lifecycle marketing tool stack. You will identify, evaluate and implement the right tool stack in order to effectively drive customer acquisition, revenue and retention. Proactively identify gaps in process and infrastructure, propose solutions, and ultimately, improve efficiency.

What you'll bring

  • Strong lifecycle / customer marketing experience. You have experience leading lifecycle marketing programs, with deep expertise in email program management.
  • Data obsessed. We expect you to geek out over data, metrics, growth hacks, and continual improvement. You are expected to have a deep, analytical understanding of the marketing funnel and levers to influence performance.
  • Extensive experience in tech. You’ll have worked in the software and/or the B2B technology industry for 7+ years.
  • Deep experience with marketing automation tools. Deep expertise with marketing automation software and Salesforce, with a comprehensive understanding of CRM and email systems, attribution models, and lead scoring.
  • You are pragmatic and flexible. Like your new teammates, you’re used to doing what’s necessary to get the job done. You’ll need to be comfortable with ambiguity, be resourceful to solve problems, and be able to adjust to shifting deadlines and project goals.

At Dovetail, we’re passionate about building and fostering an environment where every team member feels supported and valued. We celebrate individualism, welcoming everyone to show up as their authentic selves every day. It’s no secret that diversity builds the best teams, large or small, so we highly encourage applications from people who identify as part of an under-represented group. Please take a peek at Dovetail’s commitment to Program 50/50 and hear why we’re officially a Great Place to Work on our careers page for more info!

Compensation Range: $160,000-$190,000 base salary. Compensation offered will be determined by factors such as location, level, job-related knowledge, skills, and experience. This role is eligible for equity and benefits.


  • Equity for everyone. We put our money where our mouth is. No matter your role, we provide equity for all along with competitive salaries. See your investment grow as Dovetail grows.
  • Equal parental leave. We offer an inclusive framework of 20 weeks equal paid leave to support new parents. Every family is unique, so you make the call how you’d like to take care of what matters most.
  • Extra paid days off. Enjoy ad-hoc KitKat days to take a step back and spend it however you like. Hit the beach, spend time with your family, pick up that hobby you’ve been meaning to try, or anything in between!
  • Develop and grow. Take a course, attend a lunch and learn, or head to a conference. We love to support you any way we can, so expect Dovetail to be your #1 fan when it comes to achieving your career goals.
  • Health is wealth. We’ve got you covered for 100% of the premium plans across medical, dental and vision. We also believe that everyone has the right to mental wellness and support. So every Dovetailer has access to Uprise (Employee Assistance Program) for themselves as well as their families.

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