Senior Lifecycle Marketing Manager

At Goodnotes, we believe that every individual holds untapped potential waiting to be unleashed. By reimagining the way we interact with information, we're merging human creativity with the breakthrough capabilities of AI. Our renewed vision and mission drive us to create the best medium for human and AI collaboration, empowering users to explore new dimensions of productivity, creativity, and learning. Join us on this journey as we transform digital note-taking into an inspiring and innovative experience.

Our Values

Dream big

• Be visionary, strategic, and open to innovation

Build great things

• Work in service of our users, always improving and pushing higher

Operate like an owner

• Take responsibility with bold decision-making and bias for action

Win like a sports team

• Be trusting and collaborative while empowering others

Learn and grow fast

• Never stop learning and iterate fast

Share our passion

• Share ideas and practice enthusiasm and joy

Be user obsessed

• Empathetic, inquisitive, practical

About the role

You will join a talented, distributed Growth Marketing team across Europe and Asia, contributing to user growth and retention for a massive global user base, including our key markets. You will work alongside other marketers, engineers, product managers, designers, and the wider Goodnotes team as part of the CRM team.

We're looking for a data-driven and hands-on lifecycle marketer to own and run global CRM campaigns across dynamic user segments — improving engagement, retention, and monetization across our app ecosystem. You will be accountable not just for shipping campaigns, but for the thinking behind them: what we run, for whom, in what order, and why.

• We offer a flexible hybrid working arrangement. This role is based in Singapore, with 3 days per week in our office and the option to work remotely for the remainder.

This is the role for you if you're excited to work on:

• Lifecycle strategy & roadmap: Define the lifecycle roadmap for your area — set the hypotheses, prioritize which journeys and segments to tackle first based on user and revenue impact, and own the plan, not just the campaigns that come out of it.
• End-to-end execution: Build, launch, and optimize lifecycle campaigns (onboarding, engagement, conversion, churn prevention, reactivation) hands-on, from brief to iteration.
• Cross-functional collaboration: Partner closely with Product, Marketing, Design, Data, and Engineering to ship on time and align CRM efforts with broader company initiatives.
• Multichannel operation: Manage email, push, in-app, and product surfaces with a clear understanding of each channel's purpose, strengths, and metrics.
• Experimentation & optimization: Develop a testing roadmap, run rigorous A/B tests and holdouts, and continuously optimize based on user behavior. Contribute to conversion and upsell within the subscription funnel.
• Insights & reporting: Analyze CRM performance, user trends, and monetization metrics. Build dashboards that track lifecycle impact, and translate findings into scalable strategy for stakeholders.

The skills you will need to be successful:

• 5+ years in CRM and lifecycle marketing, ideally in a subscription-based mobile or web product with a global user base.
• Strong understanding of user journey mapping and frameworks across acquisition, engagement, conversion, and retention.
• Deep hands-on experience with CRM platforms (e.g., Braze), analytics tools (e.g., Amplitude, Looker, Hex), and A/B testing frameworks.
• Proven experience managing CRM campaigns end-to-end — from strategy and content briefing to launch, analysis, and iteration.
• Comfortable working with user and revenue data to inform decisions, with strong data litera