• Own lifecycle strategy for prospects and pre-customer audiences, including early-stage and marketing-engaged leads, marketing-qualified leads (MQLs), and sales-accepted leads and early-stage opportunities (SALs / SQOs) • Design and evolve lifecycle journeys that support lead education and value articulation, pipeline acceleration and velocity, opportunity progression and sales readiness • Ensure lifecycle programs are aligned to revenue targets, ICP priorities, and sales motion requirements • Own and execute PLG campaigns focused on pre-customer audiences, such as trial, freemium, or evaluation experiences, product tours, demos, or data previews, and usage- or intent-triggered engagement programs • Partner with Product Marketing to translate product value and insights into scalable PLG messaging and design campaigns that drive activation, engagement, and sales qualification • Leverage product signals and intent data to identify high-intent prospects and trigger sales-assisted follow-up at the right moment • Continuously optimize PLG journeys to improve activation, qualification, and pipeline conversion • Build and manage multi-touch, behavior-based lifecycle campaigns across email, in-product, and sales-assisted channels • Support product launches, new data offerings, and content initiatives with targeted prospect and PLG nurture • Partner with Product Marketing to ensure consistent, persona-driven messaging across lifecycle and PLG campaigns • Test and optimize messaging, cadence, sequencing, and CTAs to improve engagement and conversion • Develop advanced segmentation using firmographics, technographics, intent signals, buyer roles and personas, funnel stage, engagement, and product behavior • Leverage HG Insights’ proprietary data to personalize lifecycle and PLG messaging at scale • Partner with Marketing Ops and RevOps to ensure accurate data flow and routing, scoring models aligned to lifecycle and PLG signals, scalable automation and clean reporting • Drive measurable improvements in MEL/MQL to SQO conversion, lead-to-opportunity conversion, pipeline quality, velocity, and sales readiness • Identify friction points across the pre-customer funnel and PLG journeys and implement optimizations • Maintain strong alignment with Sales on handoffs and SLAs, follow-up timing and messaging, and feedback loops on lead and opportunity quality • Own performance measurement for lifecycle and PLG programs, including engagement and conversion rates by stage, pipeline influence and contribution, performance by segment, campaign, and PLG motion • Build dashboards and insights in partnership with Marketing Ops • Document learnings, share insights, and continuously optimize programs.