Customer Lifecycle Marketing Manager

About Hero Vired:

Would you like to be part of an exciting, innovative, and high-growth startup from one of the largest and most well-respected business houses in the country - the Hero Group

Hero Vired is a premium learning experience offering industry-relevant programs and world-class partnerships, to create the change-makers of tomorrow.

At Hero Vired, we believe everyone is made of big things. With the experience, knowledge, and expertise of the Hero Group, Hero Vired is on a mission to change the way we learn. Hero Vired aims to give learners the knowledge, skills, and expertise through deeply engaged and holistic experiences, closely mapped with industry to empower them to transform their aspirations into reality. The focus will be on disrupting and reimagining university education & skilling for working professionals by offering high-impact online certification and degree programs.

The illustrious and renowned US$5 billion diversified Hero Group is a conglomerate of Indian companies with primary interests and operations in automotive manufacturing, financing, renewable energy, electronics manufacturing, and education. The Hero Group (BML Munjal family) companies include Hero MotoCorp, Hero FinCorp, Hero Future Energies, Rockman Industries, Hero Electronix, Hero Mindmine, and the BML Munjal University.

For detailed information, visit Hero Vired

Role :Marketing Manager (Customer Lifecycle)

Job Type: Full Time(Work from Office)

Experience: 4 to 7 years

Location: Delhi/NCR/Gurugram

Department: Marketing

Role Overview

We are seeking a strategic and data-driven CLM (Customer Lifecycle Marketing) Manager to lead the design and execution of comprehensive lifecycle marketing strategies. The role spans two distinct audiences:

• B2C — Learners: individual prospects and enrolled learners moving through awareness, acquisition, onboarding, engagement and retention.
• B2B — Channel Partners: partners on our B2B platform who need to be onboarded, activated, retained and grown remotely through effective communication.

The ideal candidate brings a deep understanding of the EdTech landscape, strong analytical capabilities, and the ability to leverage marketing automation and data to drive engagement and business outcomes across both audiences.

Key Responsibilities

A. B2C — Learner Lifecycle Marketing

Lifecycle Strategy & Planning

Develop and execute a comprehensive customer lifecycle marketing strategy aligned with our business objectives. Map the complete learner journey, identify key touchpoints and moments of truth, and design targeted campaigns for each stage of the lifecycle. Work closely with Product, Sales and Customer Success to translate learner needs and pain points into compelling marketing initiatives.

Marketing Automation & Campaign Execution

Design, implement and optimize marketing automation workflows across email, SMS, in-app messaging and web. Build segmentation strategies, develop personalized messaging and content, and set up automated nurture campaigns that guide learners through their lifecycle.

Content Development & Personalization

Oversee the creation of engaging, relevant content that resonates with learners at each stage — email content, landing page copy, in-app messaging, SMS campaigns and educational resources. Ensure content is personalized based on segments, behaviours and preferences, and consistent with our brand voice.

Engagement & Retention

Develop initiatives to drive learner engagement and reduce churn — loyalty programs, win-back campaigns for at-risk learners, and feedback loops to continuously improve experience. Monitor learner health metrics and proactively identify opportunities to lift engagement and satisfaction.

B. B2B — Channel Partner Lifecycle

Self-Onboarding & Communication

Drive self-onboarding of channel partners onto our B2B platform through clear, well-sequenced communication — partner welcome flows, set-up guidance, training nudges, and product walkthroughs delivered via email, WhatsApp, in-app and webinars. The goal is to minimize manual handholding and shorten time-to-first-value.

Remote Engagement & Activation

Engage partners remotely to drive consistent platform usage and activation. Run lifecycle communications, masterclasses, AMAs and live sessions that nudge partners toward the actions that matter — first listing, first transaction, recurring usage — and build playbooks for partners who stall after sign-up.

Retention & Business Growth

Build retention and growth programs for active partners — milestone celebrations, performance updates, incentive communications, cross-sell of new programs, and reactivation journeys for partners going dormant. Partner closely with the B2B Sales / Partner Success team to convert engagement into measurable business growth.

Cohort Tracking & Tailored Strategies

Track partner cohorts by ageing (new, growing, mature) and activity (highly active, moderately active, dormant). Design and run tailored lifecycle strategies for each cohort — onboarding-heavy nudges for new partners, depth-and-frequency plays for active ones, and structured reactivation for dormant cohorts. Continuously refine cohort definitions as the platform scales.

C. Shared — Across B2C and B2B

Data Analysis & Performance Optimization

Track, analyze and report on key marketing metrics and KPIs — CAC, LTV, engagement, conversion, retention and churn — for both audiences. Run A/B and multivariate tests to optimize campaign performance, surface trends in customer behaviour, and make data-driven recommendations for improvement.

Marketing Technology & Tools

Select, implement and optimize the marketing technology stack — automation platforms, CRM, analytics and partner-platform integrations — and ensure tools are properly configured, integrated and leveraged to support objectives across both B2C learner journeys and B2B partner journeys.

Qualifications & Skills

Experience & Education

• 4–7 years of experience in marketing, with at least 2–3 years focused on customer lifecycle marketing, email marketing, or marketing automation.
• Experience in EdTech, SaaS, or online education is highly preferred. Exposure to channel-partner / platform-led B2B lifecycle programs is a strong plus.
• Bachelor's degree in Marketing, Business, Communications, or a related field is required. An MBA or certification in digital marketing is a strong plus.

Core Competencies

• Marketing Automation Expertise: Advanced proficiency with platforms such as HubSpot, Marketo, Klaviyo, MoEngage or WebEngage — workflows, segmentation, personalization.
• Multi-Channel Execution: Hands-on across email, SMS, WhatsApp, in-app, push, web and webinars, with strong ownership of consent and deliverability.
• Data Proficiency: Strong analytical skills with the ability to use data to drive decisions and optimize campaigns. Comfort with analytics tools, spreadsheets and data visualization is essential. Basic SQL or Python is a plus.
• Content Development: Excellent writing and content-creation skills with the ability to develop compelling, customer-centric messaging for different segments.
• Customer-Centric Mindset: Deep understanding of customer needs, pain points and behaviours; designs experiences that deliver value at every touchpoint.
• Strategic Thinking: Connects marketing decisions to business outcomes — enrolments, completion, partner activation, retention and growth.
• Communication & Project Management: Strong verbal and written communication, with the ability to manage multiple campaigns and stakeholders simultaneously while meeting deadlines.