Marketing Automation & Lifecycle Manager

Becker Americas is seeking a strategic and hands-on Marketing Automation & Lifecycle Manager to own HubSpot as a growth, automation, reporting, and customer lifecycle platform across the Americas.

This role is responsible for building scalable automation, improving lead flow and conversion, and ensuring accurate data, reporting, and campaign tracking. Partnering closely with Marketing, Sales, CX, and IT, the role drives improvements in speed-to-lead, lead quality, customer communication, and overall lifecycle engagement.

The position also supports campaign infrastructure, reporting and attribution, and early account-based marketing efforts, helping connect marketing activity to measurable commercial outcomes and regional growth.

RESPONSIBILITIES

HubSpot Ownership, Platform Strategy, and Governance

• Serve as the primary internal owner and subject matter expert for HubSpot at Becker Americas.
• Build, manage, and optimize workflows, forms, lists, email programs, lead routing, lead scoring, lifecycle stages, segmentation, dashboards, campaign tracking, and automation logic.
• Own HubSpot data hygiene and governance standards, including lifecycle stage definitions, required fields, source tracking, campaign naming conventions, list logic, workflow documentation, and reporting accuracy.
• Ensure HubSpot is configured to support Becker’s commercial goals, customer journey improvements, campaign activity, and regional growth across the U.S., Canada, Mexico, and LATAM.
• Recommend improvements to HubSpot structure, automation logic, reporting visibility, platform governance, and user adoption over time.
• Maintain clear documentation of key workflows, routing rules, lead scoring logic, lifecycle stages, and reporting definitions.

Lead Management, Funnel Automation, and Lifecycle Nurture

• Build and manage lead scoring, lead routing, lifecycle stage movement, automated follow-up, nurture workflows, and sales notification processes.
• Improve speed-to-lead, lead ownership visibility, qualification clarity, and next-step follow-through across marketing, sales, customer service, and regional teams.
• Create segmented nurture programs for prospects, open opportunities, inactive leads, existing customers, service-related contacts, and re-engagement audiences.
• Build lifecycle workflows that support inquiry follow-up, onboarding, retention, re-engagement, service communication, and customer education.
• Partner with Sales, Business Development, CX, and Marketing to ensure lead handling rules reflect commercial priorities and real customer needs.
• Monitor lead flow, routing accuracy, workflow performance, and handoff breakdowns; recommend improvements when gaps are identified.

Campaign Infrastructure and Conversion Support

• Build and maintain the HubSpot infrastructure that supports marketing campaigns, including forms, landing page connections, lists, workflows, tracking links, automated follow-up, lead routing, nurture paths, and campaign dashboards.
• Partner with the Content & Campaign Manager to ensure campaign assets are properly connected to HubSpot tracking, segmentation, automation, and reporting.
• Support trade show and event follow-up by creating lead import processes, segmentation, automated thank-you emails, sales routing, nurture workflows, and post-event reporting.
• Partner with the external agency, Content & Campaign Manager, and Director of Marketing & CX to ensure paid, SEO, website, and campaign traffic connects cleanly to HubSpot forms, tracking, reporting, and follow-up workflows.
• Support website conversion improvements by helping optimize form strategy, CTAs, landing page follow-up paths, lead capture visibility, and nurture logic.
• Analyze campaign conversion points and recommend improvements to increase qualified leads, reduce drop-off, and improve follow-up consistency.

Reporting, Attribution, and Performance Measurement

• Build and maintain HubSpot dashboards that measure lead volume, lead quality, source performance, campaign performance, lifecycle movement, speed-to-lead, lead-to-opportunity conversion, email engagement, nurture performance, and regional growth activity.
• Support marketing attribution by improving source tracking, campaign tracking, UTM usage, lifecycle reporting, and connection between HubSpot activity and Salesforce/commercial outcomes.
• Provide reporting that helps leadership understand marketing-sourced and marketing-influenced activity, campaign effectiveness, lead conversion trends, and customer engagement performance.
• Track and report on regional performance across the U.S., Canada, Mexico, and LATAM.
• Identify reporting gaps, data inconsistencies, or process issues that limit visibility into marketing and customer journey performance.
• Translate data into clear recommendations that improve campaign effectiveness, lead handling, customer communication, and commercial outcomes.

Customer Journey, CX Workflow, and Self-Service Support

• Partner with the Customer Experience Manager to identify customer journey friction and translate those issues into better HubSpot workflows, forms, dashboards, communication paths, and automation.
• Support customer journey mapping by helping capture, organize, and report on inquiry, quote, order, service, communication, and follow-up touchpoints.
• Build feedback capture workflows, survey processes, issue tracking, and reporting dashboards that help Becker identify recurring customer friction.
• Support the development of self-service and customer-help resources by creating the HubSpot forms, workflows, automation, and follow-up paths needed to make those resources useful and measurable.
• Improve customer communication consistency through automated emails, templates, lifecycle workflows, and clear handoff visibility.
• Help ensure customer-experience requirements are represented in HubSpot, CRM, ERP, reporting, forms, dashboards, and workflow changes.

Cross-Functional Coordination, Enablement, and Adoption

• Work closely with Marketing, CX, Sales, Customer Service, Business Development, IT, Operations, and external partners to align HubSpot workflows with business needs and customer experience goals.
• Create documentation, user guidance, training materials, and rollout communication for HubSpot workflows, dashboards, lead handling processes, and customer communication standards.
• Monitor adoption of HubSpot tools and process changes; recommend adjustments when usage, clarity, or results fall short.
• Serve as a practical owner for HubSpot-related improvements by helping move ideas from identified problem to implemented solution.
• Support change management for new workflows, reporting tools, routing rules, lifecycle processes, and automation initiatives.
• Partner with IT and business systems stakeholders to improve HubSpot-to-Salesforce data flow, lead handoff visibility, lifecycle stage accuracy, and reporting consistency.

AUTHORITY & DECISION-MAKING

• Authorized to recommend, design, implement, and optimize HubSpot workflows, automation, dashboards, segmentation, lead routing, lead scoring, lifecycle stages, forms, and reporting structures.
• Accountable for ensuring HubSpot-supported processes improve scalability, automation, reporting accuracy, customer communication, and follow-up visibility.
• Responsible for identifying workflow, data, reporting, and adoption issues that limit Becker’s ability to improve lead response, customer engagement, lifecycle communication, and measurable growth.
• Partners with Marketing, CX, Sales, IT, Customer Service, Operations, and Business Development before implementing changes that significantly impact cross-functional processes, customer communication, or commercial reporting.
• Serves as a key driver of Becker’s transformation toward an AI-ready, data-driven, automation-supported customer experience and marketing growth framework.

QUALIFICATIONS

• Bachelor’s degree in Marketing, Business, Communications, Information Systems, or related field; equivalent relevant experience may be considered.
• 5+ years of hands-on experience in HubSpot, marketing automation, CRM operations, lifecycle marketing, revenue operations, demand generation, or digital marketing operations.
• Strong working knowledge of HubSpot Marketing Hub and CRM tools, including workflows, lists, forms, email automation, lead scoring, routing, lifecycle stages, segmentation, dashboards, and campaign tracking.
• Experience supporting B2B lead management, nurture programs, campaign infrastructure, sales handoffs, and conversion reporting.
• Experience with Salesforce or similar CRM systems required; ERP exposure, especially Business Central, preferred.
• Strong data hygiene, reporting, documentation, workflow design, and process improvement skills.
• Ability to translate business needs, customer journey gaps, and commercial priorities into scalable HubSpot workflows and measurable improvements.
• Strong analytical skills with the ability to connect marketing activity, customer engagement, and lifecycle data to business outcomes.
• Strong cross-functional communication skills and the ability to support adoption across Sales, Marketing, CX, Customer Service, IT, and Operations.
• B2B manufacturing, industrial, technical product, or distribution experience preferred.
• HubSpot certification preferred.