Remote: Remote

About UsWe are a global learning platform on a mission to motivate every learner by empowering every educator. From K–12 classrooms and universities to corporate training settings, our platform is trusted in over 150+ countries by 75 million monthly active users. In the U.S., 90% of schools use Wayground to engage students and transform learning through technology. Wayground is a high-growth, profitable SaaS company backed by leading investors including Tiger Global, GSV, and Nexus Venture Partners.If you're excited about education and international SaaS and want to build towards a mission that you can be proud of, then Wayground is the right place for you.About the RoleAs a leader in Lifecycle Marketing & Marketing Automation, you'll shape how Wayground attracts, engages and retains teachers while building pipeline across schools and districts. Our growth comes through two complementary motions: teachers independently discovering and adopting the product, and schools and districts investing in it at an organisational level. You'll build the strategies, data infrastructure and marketing systems that support both.You'll identify the highest-impact growth opportunities and translate them into projects, priorities and scalable systems. This requires a combination of strategic thinking and technical depth, from defining audience segmentation and lifecycle journeys to designing automation logic, data architecture, integrations and attribution.You'll lead the Lifecycle Marketing and Marketing Automation team, setting direction and establishing clear ownership while partnering closely with Regional Marketing, Sales, RevOps, Product and Design to drive measurable business outcomes.In your first year, success will mean:Building lifecycle programs that measurably improve teacher growth and retention, decision-maker engagement and school/district pipeline.Developing outbound and demand generation plays that sales teams actively use, supported by reliable data and clear attribution.Maintaining healthy email deliverability and sender reputation across all sending domains.Building a team with clear ownership, a predictable project intake process and opportunities to grow.GoalsYou'll be measured on teacher growth and retention, and on school and district pipeline. Getting there depends on keeping many stakeholders aligned.1. Teacher lifecycle: drive user growth and retentionGrow active teachers by turning sign-ups into activated users, and activated users into repeat usersImprove retention across cohorts, and win back teachers who drift awayUnderstand habit formation: what brings a teacher back each week, and how to time journeys to the moments in their school year when they need usUse behavioural data to decide who gets what message, and when2. Demand generation: build pipelineUnderstand the lead lifecycle stage by stage, from new lead to MQL, SQL, opportunity and closed deal,



and where leads stall between stagesBuild TOFU plays that drive awareness, MOFU plays that nurture and qualify them, and BOFU plays that turn them into meetings and opportunitiesMeasure success by pipeline created and won, and treat opens, clicks and lead volume as inputsWork with sales on handoffs, follow-up speed and what makes a lead worth their time3. Stakeholder managementThis is a big part of the job. You'll work daily with sales, RevOps, product, design, content and leadership, many of them in the US.Align teams on shared definitions, priorities and timelines before work startsSay no, or not yet, with a clear reason, and keep requests flowing through one intake processReport results in a way leaders can act on, and keep stakeholders informed on what's working and what isn'tHow you'll drive the workYou turn these goals into plans the teams can execute.Shape large cross-functional projects from a business problem, covering scope, business case, success metrics, owners and phasingOwn the lifecycle and automation roadmap, spell out the trade-offs, and help partner teams decide what to do first given their capacityDesign how data and systems fit together across Braze, HubSpot, Outreach, Salesforce and BigQuery, evaluate new tools, and review builds before they shipTurn leadership goals into briefs the team can build, and turn results into decisions leadership can makeWhat you'll doLifecycle marketingOwn the teacher and admin lifecycle: onboarding, activation, engagement, upgrade and re-engagement journeysPlan seasonal programs such as back-to-school, including segmentation, audience-by-message matrices and calendarsSet copy and brand-voice standards for teacher and admin emails, and review what shipsMarketing automation and operationsBuild and maintain journeys and campaigns in HubSpot and Outreach, including sequence logic, dynamic content and fallbacksRun email deliverability: domain and IP warmup, sender reputation, list hygieneOwn event and webinar automation from registration to follow-up, with attribution flowing into SalesforceRun an intake and prioritisation process so stakeholder requests become a predictable comms calendarDemand generation and outbound playsDesign account-based and territory plays with regional marketing and salesBuild enrichment and targeting workflows with tools like Clay and BigQuerySupport paid social and LinkedIn programs for teachers and administratorsMeasurement and optimisationDefine metrics and reporting for lifecycle and demand gen,



including holdout and control-group analysisRun conversion rate optimisation on landing pages and formsTurn results into clear recommendations for leadershipLeading the teamYou will manage a small team of marketing automation specialists and a comms design lead.Set priorities, ownership and quality bars for the teamCoach through regular 1:1s, run mid-year and annual reviews, and build growth pathsRepresent the team with sales, RevOps, product and design, and protect its time from ad-hoc requestsWhat you'll bring7+ years in B2B or B2B2C SaaS marketing, with at least 4 in lifecycle, CRM or marketing automation, including retention and engagement programsYou can set a direction and also design how it works. Hands-on depth in at least one engagement platform (Braze, HubSpot, Marketo or similar) and a sales engagement tool (Outreach, Salesloft or similar)A solid grasp of lead stages, funnel conversion and campaign attribution in Salesforce, and experience building TOFU, MOFU and BOFU plays that created pipelineComfort with data: you can write or read SQL, build a segment, and judge whether a number is rightClear writing and an ear for copy that sounds like a person wrote itA track record of defining and leading large, cross-functional projects from strategy to launch, and building systems other teams adoptStrong stakeholder management across sales, RevOps and leadership, including US-based teams across time zonesNice to haveEdtech or K-12 experience, especially selling to schools and districtsProduct-led growth and monetisation experience (paywalls, upgrade flows, free-to-paid)Deliverability recovery or IP warmup experienceExperience using AI tools to build repeatable marketing workflowsPaid social or CRO experienceTools you'll work withBraze, HubSpot, Outreach, Salesforce, BigQuery, Clay, Zoom, Asana. We use Claude and other AI tools across the team's daily work.Working at WaygroundWe're a small, passionate, tech-first team solving big challenges in education. We move rapid, build with data, and obsess over creating delightful experiences for our global community of educators and learners.The pandemic has changed work in many ways, especially by enabling remote work. Many companies have chosen to be remote first. At Wayground, we work best in the office brainstorming using whiteboards, having conversations over coffee/walks, or overhearing a hallway conversation. Learning happens through osmosis. We understand that driving/ubering takes work in Bangalore. We’ll take care of the commute for you.Beyond taking care of commute, we will cover health care benefits for you, your family, and your parents. We invest in our employee’s health and wellness. Through books and courses, we invest in their learning and development. Oh, and finally, we have healthy lunches, dinners, and a stocked pantry to snack on all day.Wayground is an equal opportunity employer and we believe diversity is key to our success.

📌 Lead, Lifecycle Marketing and Automation (Bengaluru)
🏢 Wayground
📍 Bengaluru