JOB DESCRIPTION
Lifecycle & ABM Manager
Counterpart is an insurtech platform reimagining management and professional liability for the modern workplace. We believe that when businesses lead with clarity and confidence, they become more resilient, more innovative, and better prepared for what’s ahead. That’s why we built the first Agentic Insurance™ system, where advanced AI and deep insurance expertise come together to proactively assess, mitigate, and manage risk. Backed by A rated carriers and trusted by brokers nationwide, our platform helps small businesses grow with confidence. Join us in shaping a smarter future, helping businesses Do More With Less Risk®.
As an early member of the team, the Lifecycle & Account-Based Marketing (ABM) Manager will design and operate Counterpart’s marketing-led engagement programs across the broker journey. You will own how lifecycle marketing programs are planned, sequenced, and coordinated across 1:1, 1:few, and 1:many motions, partnering on strategy development while owning hands-on execution, using lifecycle automation as a core execution lever within an account-based execution model. This role publishes and maintains the engagement and automation roadmap, partners closely with Field, Business Development, and Sales Operations to translate broker priorities into coordinated marketing action, and makes performance visible by tying engagement to submissions and engagement quality. You will work closely with Field, Insurance Product, Claims, Data, and Business Services to turn insights and signals into timely, relevant engagement that supports brokers from early engagement through submission, bind, and long-term growth.
YOU WILL
- Partner with the Marketing Lead to shape engagement strategy, then directly execute and iterate on programs to bring that strategy to life.
- Own the lifecycle marketing engagement strategy for brokers across the full broker journey, defining how Counterpart’s ABM motions (1:1, 1:few, 1:many) support GTM priorities by tier, intent, and lifecycle stage.
- Design and operate lifecycle programs as part of the ABM engagement system, delivering coordinated engagement across onboarding, reactivation, expansion, renewal, and education, with near-term focus determined by GTM priorities.
- Publish and maintain the engagement and automation roadmap, sequencing programs by broker tier, signal, and priority, and keep stakeholders aligned on timing, intent, and desired outcomes.
- Partner closely with Sales Ops, Business Development, and Field teams on broker prioritization outputs, contributing the marketing layer that improves execution (recommended motions, channels, pacing, and guardrails) without owning the tiering model itself.
- Establish and run operating rhythms that drive decisions and follow-through, including weekly engagement planning, regular program reviews, and test-and-learn experimentation cycles focused on improving outcomes.
- Ensure HubSpot and Salesforce capture the lifecycle events, engagement signals, and fields needed for targeting and triggers, partnering with Data and system owners on architecture and governance.
- Orchestrate marketing deliverables across email, enablement, events, gifting, and field support, ensuring each touchpoint supports a clear reactivation or expansion intent and a defined next step.
- Oversee renewal and transactional communications as part of the broader engagement experience, ensuring brokers, agents, and insureds receive timely, accurate, and consistent information that builds trust and retention.
- Measure performance against submission lift for prioritized brokers and broker engagement quality, maintaining visibility into what is working and where to scale, refine, or stop.
- Design and run experiments to validate which signals, messages, and marketing motions drive meaningful outcomes, turning learnings into repeatable programs and clearer guidance for GTM teams.
- Use performance data and field feedback to refine segmentation, journey logic, and the marketing layer tied to tiering over time.
- Uphold brand guardrails and Agentic Insurance™ messaging across lifecycle and ABM communications, partnering with the Content Manager to ensure clarity, consistency, and differentiation.
YOU HAVE
- 6+ years of experience in account-based marketing, lifecycle marketing, or GTM programs, with a track record of owning cross-functional marketing systems that drive measurable business outcomes.
- Hands-on experience with HubSpot and working knowledge of Salesforce, using both to design scalable, reliable, and measurable engagement programs.
- Proven ability to build programs that re-engage inactive accounts, expand active relationships, and influence submission volume and quality.
- Experience partnering closely with Sales Ops and Sales teams, translating tiering or prioritization outputs into clear marketing actions, timing, and governance.
- Strong measurement and analytical skills, including building visibility into how engagement activity connects to submissions, premium growth, and engagement quality.
- Experience operating in a test-and-learn environment, using experimentation to validate assumptions and improve programs over time.
- Curiosity and informed perspective on emerging marketing and GTM technologies, with the ability to evaluate new tools and approaches based on clear use cases, trade-offs, and impact.
- Ability to translate performance data and qualitative field insight into clear hypotheses, tests, and program improvements.
- Clear, pragmatic communicator who brings structure to complex cross-functional work and keeps teams aligned around outcomes.
- SaaS, fintech, or insurance industry experience is strongly preferred.
- Comfortable operating in a remote environment.
WHO YOU WILL WORK WITH:
- Tanner Hackett, CEO & Founder: Having founded two other major startups, including Button and Lazada, Tanner now spends his time focused on mental health through his philanthropy, Open Minded.org, in addition to reading, surfing, yoga, and enjoying the outdoors.
- Kelly North, Vice President of Revenue: Kelly leads revenue strategy at Counterpart, with a strong focus on accelerating growth through distribution, sales operations, marketing, and digital transformation. She brings deep experience driving results by building high-performing teams and executing collaborative, cross-functional strategies. Outside of work, Kelly enjoys spending time with her family, is an avid reader, and has a passion for all things outdoors.
- Erika Barbosa, Marketing Lead: With over 16 years in marketing across both B2B and B2C, Erika has led teams and programs across a range of high-growth, product-led, and sales-led businesses. Her experience spans building marketing functions from the ground up and evolving demand engines as companies scale. Recognized as a Top 50 Demand Generation Mentor by Sharebird and the author of three LinkedIn courses, Erika brings a data-informed approach to shaping strategy and building scalable marketing systems. Outside of work, Erika enjoys reading, fitness, and exploring the ocean shores.
- Megan Linney, Senior Manager, Content Marketing: Megan has helped define and lead brand voices at companies big and small, from big-box brands like Walmart to smaller, more niche fintechs. As our resident grammar gal and Senior Content Marketing Manager, Megan works with both our insurance and growth teams to better serve our broker partners and to help demystify insurance for small businesses. When not at her keyboard, you can find Megan practicing yoga or planning her next big trip.
WHAT WE OFFER
- Stock Options: Every employee is able to participate in the value that they create at Counterpart through our employee stock option plan.
- Health, Dental, and Vision Coverage: We care about your health and that of your loved ones. We cover up to 100% of your monthly contributions for health, dental, and vision insurance and up to 80% coverage for family members.
- 401(k) Retirement Plan: We value your financial health and offer a 401(k) option to help you save for retirement.
- Parental Leave: Birthing parents may take up to 12 weeks of parental leave at 100% of their regular pay following the birth of the employee’s child, and can choose to take an additional 4 unpaid weeks. Non-birthing parents will receive 8 weeks of parental leave at 100% of their regular pay.
- Unlimited Vacation: We offer flexible time off, allowing you to take time when you need it.
- Work from Anywhere: Counterpart is a fully distributed company, meaning there is no office. We allow employees to work from wherever they do their best work, and invite the team to meet in person a couple times per year.
- Home Office Allowance: As a new employee, you will receive a $300 allowance to set up your home office with the necessary equipment and accessories.
- Wellness stipend: $100 per month to spend toward an item or service that supports your wellness (i.e. massage or gym membership, meditation app subscription, etc.)
- Book stipend: To support your intellectual development, we offer a book stipend that allows you to purchase books, e-books, or educational materials relevant to your role or professional interests.
- Professional Development Reimbursement: We provide up to $500 annually for you to invest in relevant courses, workshops, conferences, or certifications that will enhance your skills and expertise.
- No working birthdays: Take your birthday off, giving you the opportunity to relax, enjoy your special day, and spend time with loved ones.
- Charitable Contribution Matching: For every charitable donation you make, we will match it dollar for dollar, up to a maximum of $150 per year. This allows you to amplify your charitable efforts and support causes close to your heart.
COUNTERPART'S VALUES
- Conjoin Expectations - it is the cornerstone of autonomy. Ensure you are aware of what is expected of you and clearly articulate what you expect of others.
- Speak Boldly & Honestly - the only failure is not learning from mistakes. Don’t cheat yourself and your colleagues of the feedback needed when expectations aren’t being met.
- Be Entrepreneurial - control your own destiny. Embrace action over perfection while navigating any obstacles that stand in the way of your ultimate goal.
- Practice Omotenashi (“selfless hospitality”) - trust will follow. Consider every interaction with internal and external partners an opportunity to develop trust by going above and beyond what is expected.
- Hold Nothing As Sacred - create routines but modify them routinely. Take the time to reflect on where the business is today, where it needs to go, and what you have to change in order to get there.
- Prioritize Wellness - some things should never be sacrificed. We create an environment that stretches everyone to grow and improve, which is fulfilling, but is only one part of a meaningful life.
Our estimated pay range for this role is $130,000 to $155,000. Base salary is determined by a variety of factors, including but not limited to, market data, location, internal equitability, and experience.
We are committed to being a welcoming and inclusive workplace for everyone, and we are intentional about making sure people feel respected, supported and connected at work—regardless of who you are or where you come from. We value and celebrate our differences and we believe being open about who we are allows us to do the best work of our lives.
We are an Equal Opportunity Employer. We do not discriminate against qualified applicants or employees on the basis of race, color, religion, gender identity, sex, sexual preference, sexual identity, pregnancy, national origin, ancestry, citizenship, age, marital status, physical disability, mental disability, medical condition, military status, or any other characteristic protected by federal, state, or local law, rule, or regulation.
