It's obvious how valuable a good job roundup is when you're looking for work. But it's a great resource even when you're not: The patterns across hiring posts tell us what brands care about this year and what's changed in the landscape, right now.
Across the roles I audited, nearly 50% report to product or growth operations, which means lifecycle is starting to be seen not just as a marketing powerhouse, but as a driver of product and technical success more broadly.
We’ve already moved from using AI for copy (a focus for 68% of marketers last year) to these roles building the "messaging infrastructure" and "data pipelines." There's also some indication that marketing budgets may have flatlined this year, but the perception that lifecycle is a business driver means there's perhaps never been a better time to command a premium in this space: We're seeing a significant increase in lifecycle salaries across some industries, as the role is rapidly becoming more technical in nature and more essential for outcomes.
Across every job listing, one big theme stood out to me: Lifecycle is no longer about executing campaigns; it’s about building autonomous systems that drive LTV and retention by default.
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