- Audit current lifecycle programmes, journeys, segmentation and tooling, including HubSpot, Pendo and Hex.
- Map the self-serve journey by customer segment and identify activation and retention gaps.
- Agree a prioritised roadmap and success metrics with Growth Marketing, Product and Customer Success.
- Build and launch onboarding and activation programmes across email and in-app messaging.
- Launch retention, top-up and reactivation or win-back flows for lapsed and dormant users.
- Define product-qualified lead and expansion signals with Sales/RevOps, including behavioural thresholds and CRM handoff.
- Run experiments across onboarding, email and in-app messaging.
- Report experiment outcomes, results and learnings.
- Document journeys, segmentation logic, triggers, PQL definitions and naming conventions.
HubSpotCRM