About Baselayer

Trusted by 2,200+ financial institutions, Baselayer is the intelligent business identity platform that helps verify any business, automate KYB, and monitor real-time risk. Baselayer’s B2B risk solutions and identity graph network leverage state and federal government filings and proprietary data sources to prevent fraud, accelerate onboarding, and lower credit losses.

We are building category-defining infrastructure for business identity in highly regulated markets, with a strong focus on execution, ownership, and long-term impact.

About the Role

As Baselayer's first dedicated Lifecycle Marketer, you'll own the customer journey from the first email after sign-up through every nurture, upsell, and win-back that follows. You'll architect the sequences that turn new sign-ups into activated customers, surface high-intent users to Sales at the right moment, and bring people back when they slip. You'll measure all of it on engagement-to-conversion outcomes.

This role is hands-on. You'll write the briefs, build the flows, set up the triggers, and read the results yourself. You'll also own a flagship project from day one: standing up the Business Profile nurture program once that product is live, designing the welcome and activation sequences, the engagement nurtures, the upgrade paths, and the analytics that prove it's working.

What You’ll Do

Acquisition & Activation Email

Own the early lifecycle: welcome series, sign-up confirmation, onboarding nudges, and activation flows that get new customers to first value fast
Partner with growth and product to close the gap between sign-up and the moment someone gets real value
Define the activation milestone and instrument it across the customer journey

Nurture Architecture

Design and build nurture sequences that move users between stages — top-of-funnel education, mid-funnel consideration, post-activation deepening
Treat sequences like product: versioned, instrumented, and continuously improved
Build a reusable template and modular content system so campaigns ship faster without sacrificing quality

Upsell, Win-Back & Retention

Build upsell journeys that introduce add-ons and expansion features at the right moments based on usage and account signals
Design re-engagement sequences for lapsed and at-risk users with clear targets and exit criteria
Build retention and gift programming for active customers, loyalty moments, milestone touchpoints, and gifting flows that make people feel seen

Intent Signal Automations

Translate behavioral and product signals (page visits, feature usage, search behavior, third-party intent data) into triggered flows
Surface high-intent users to Sales at the right moment and route the right offer based on signal strength
Build the operational handoff between lifecycle automation and sales-assisted motion

Engagement → Conversion Analytics

Define and instrument the funnel from email/SMS engagement to in-product conversion
Own a weekly scorecard that connects send-side metrics to revenue outcomes, cohort conversion, time-to-action, and incremental lift, not just opens and clicks
Run cohort and funnel analyses to surface where the journey breaks; bring those findings into the planning cycle

Business Profile Nurtures

Be the lifecycle owner for the Business Profile launch
Design the messaging journey from first sign-up through ongoing engagement
Build it in our ESP/automation platform and run the experimentation roadmap that improves it month over month

Lifecycle Operations & Cross-Functional Partnership

Own the campaign calendar, briefs, QA, deliverability, segmentation, consent, and post-send analysis
Work shoulder-to-shoulder with Product, Growth, Sales, Data, and CS — lifecycle is a team sport, and you'll set the tone for how we play it
Bring discipline and a clear operating cadence to a function that often runs on vibes

What We're Looking For

Required

4+ years in lifecycle, CRM, email, or growth marketing, with clear ownership of programs, not just executing campaigns someone else briefed
Demonstrated experience architecting nurture sequences end-to-end. Hypothesis → segmentation → flow design → copy → instrumentation → readout
Hands-on in at least one major ESP / lifecycle automation platform (Iterable, Braze, Customer.io, HubSpot, Marketo, Klaviyo, or similar). You can build the flow yourself
Experience translating intent signals (product behavior, third-party intent data, website activity) into triggered campaigns
Strong analytics chops. You connect engagement to conversion outcomes and can defend the link with data. SQL or warehouse-native comfort is a big plus
Experimentation muscle. You can talk through a test you ran, what you learned, and what you shipped or killed because of it
Strong written communication. You write copy that sounds like a person and briefs that other people can actually execute against
Bias toward shipping. You'd rather get a v1 in market than perfect a v3 in a doc

Nice to Have

Experience launching lifecycle programs around a brand-new product surface or feature, from zero to running
Designed and run loyalty, gifting, or referral programs
Worked with intent data providers (6sense, Bombora, Demandbase, Common Room, Koala) or homegrown intent scoring
Familiarity with CDPs (Segment, RudderStack, Hightouch) and reverse-ETL workflows
Built engagement-to-conversion dashboards in a BI tool (Looker, Mode, Hex, Metabase)
Background in fintech, compliance, or B2B SaaS with a similar buyer

Work Location

Hybrid in our NYC office 3-4 days per week

Why Baselayer

Base salary range of $120,000 - $150,000
Equity package
Unlimited vacation
Fully paid health insurance, dental, and vision
Ownership from day one: you'll own lifecycle as a function and lead the launch of a flagship product surface, not just execute a playbook
Direct access to leadership and cross-functional partners, Product, Data, and CS want to work with marketing here
Work on genuinely interesting, technical subject matter that matters to 2,200+ financial institutions