Since 2011, General Assembly has transformed tens of thousands of careers through pioneering, experiential education in today’s most in-demand skills. As featured in The Economist, Wired, and The New York Times, GA offers training in web development, data, design, business, and more, both online and at campuses around the world. Our global professional community boasts 40,000 alumni — and counting.

In addition to fostering career growth for individuals, GA helps employers cultivate top tech talent and spur innovation by transforming their teams through strategic learning. More than 21,000 employees at elite companies worldwide have honed their digital fluency with our corporate training programs. GA has also been recognized as one of Deloitte’s Technology Fast 500, and Fast Company has dubbed us leaders in World-Changing Ideas as well as the #1 Most Innovative Company in Education.

Position description:

The Director, Lifecycle Marketing is a critical leadership role on the General Assembly’s marketing team. Reporting to the VP, Acquisition Marketing, you will help strategize and execute cutting-edge, funnel-driving customer journey touchpoints that deepen relationships with users around the world and nurture them across channels—with the right messaging at the right time—to enroll in our award-winning, career-accelerating programs. This is a great opportunity for someone to transform the way we approach lifecycle marketing and lead the team responsible for that change.

What you’ll do:

  • Define and describe lifecycle stages across our B2B and B2C business units based on a deep understanding of General Assembly’s client and student personas and product offerings

  • Lead and inspire a team of individual contributors who manage the email calendar, testing roadmap, and production output across all lifecycle channels (email, SMS & website chat) 

  • Optimize KPIs from our key behaviorally driven lifecyle flows, including onboarding, lead nurture, upsell leading to overall improvement of enrollment rates and closed-won deals

  • Partner with our product marketing, creative, and admissions/sales teams to establish a messaging strategy for customers at each lifecycle stage

  • Work with marketing leadership to set growth goals and creative quarterly plans to achieve them

  • Identify key inflection points and leading indicator behaviors within the customer journey, and design programs to achieve or limit those inflections

  • Develop, execute, and iterate on an experimentation roadmap at speed to reveal the campaigns, capabilities, and processes that will most effectively drive growth

What you’ll need to be successful: 

  • 6+ years email and marketing automation experience managing an email/SMS program, additional digital marketing experience a plus

  • Experience working with an enterprise ESP such as Sailthru, Pardot, Salesforce Marketing Cloud, Experian Cheetahmail, etc.

  • Experience marketing to B2B, SMB, and B2C audiences, particularly ones with long sales cycles

  • Strong understanding of all aspects of email marketing, including creative development, deliverability, testing and optimization, database segmentation, data analytics, mobile optimization, CAN-SPAM, and HTML coding

  • Strong Excel skills, with the ability to handle and synthesize large data sets to identify trends and actionable takeaways

  • Familiarity with editing HTML and knowledge of how to build emails within an email service provider is a huge plus

  • Exceptional communication skills, writing skills, and attention to detail

  • Ability to multitask and thrive in a fast-paced, deadline-driven environment

  • Experience switching/consolidating ESPs, strong plus

  • International marketing experience also a strong plus

  • 3+ years of people management experience


  1. Customer Focus: Building strong customer relationships and delivering customer-centric solutions

  2. Business Insight: Applying knowledge of business and the marketplace to advance the organization’s goals

  3. Tech Savvy: Anticipating and adopting innovations in business-building digital and technology applications.

  4. Strategic mindset: Seeing ahead to future possibilities and translating them into breakthrough strategies.

  5. Collaborates: Building partnerships and working collaboratively with others to meet shared objectives.


Remote in the US following states: AZ, CA, CO, FL, GA, IL, KS, ME, MA, MI, MD, MN, MO, NC, NH, NY, OR, PA, RI, SC,TN, TX, UT, DC, WA, WI, VT, VA

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