Lifecycle Strategy · Marketing Engineering

I build the systems
marketing teams run on.

Most companies split lifecycle strategy and the systems behind it across two people. I do both: design the programs, build the integrations, and run the operations as a team of one.

00The author

Fig. 00
Scotty PetersonFig. 00a
Scotty, deprecated

01Status
Actively looking for my next role
02Focus

Program design, segmentation, and nurture strategy on one side. APIs, webhooks, and internal tooling on the other.

03Latest writing
How I Built a Lifecycle Marketing Program from Scratch
04Elsewhere
GitHubLinkedInInstagram
01About

Most teams hire a marketer or an engineer.
I design the programs and build what runs them.

I started in retail and ecommerce, then made the leap through a coding bootcamp in 2022. My first developer role was building a company's marketing website from the ground up, including a custom CMS so the content team never needed an engineer.

Then the company decided to go harder on marketing, but the stack was empty: no lead capture, no automations, no lifecycle infrastructure. As the only technical person, I built the entire program from scratch: webhook and API orchestration across four platforms, behavioral nurture sequences, and a webinar system that handled 1,900+ registrations across 7 events.

That's where I landed on what I actually am: a marketing technologist who ships. I cover what usually takes a marketer plus an engineer, and AI-assisted development is how I keep that pace as one person.

01End-to-end ownership

I decide what to build based on where the funnel is breaking, then build it. Strategy, program design, and the code behind it come from the same person.

02Systems building

Webhook and API orchestration across Brevo, Pipeline CRM, Stripe, and Calendly. Behavioral email sequences, webinar infrastructure, internal dashboards.

03AI-assisted pace

Claude and Cursor are my development environment. Context documents and reusable integration patterns take most ideas to production in under two weeks.

You get one person who can own the technical marketing stack end to end: find what's manual and slow, ship the system that removes it, and keep it running without a ticket queue.

How it works
01Find

What's manual, slow, or falling through the cracks in the funnel

02Build

The integration, automation, or internal tool that removes it

03Run

Day-to-day operations, monitoring, and fixes. Same person.

02Experience

Three years building the machine, end to end.

Sole owner of marketing technology at a B2B SaaS company. No prior automation, no engineering team, no existing infrastructure. Scoped directly with business stakeholders, shipped fast, owned it end to end.

Role
Technical Marketing & Lifecycle Engineering
Training & eTracking Solutions · Remote
Apr 2023 – Jun 2026
Metrics from the program I built and operated
187Campaigns I shipped in one year
2M+Recipients reached by my program
01Person designing and running it
IndexSelected builds
01

Lifecycle Marketing Automation Program

Built the automated journey from first touch through renewal by wiring Brevo, Pipeline CRM, Stripe, and Calendly to pass data on every key action. Form submissions create CRM records with source attribution, trigger nurture email, and keep that attribution intact when someone books a demo or checks out. B2B prospect flows handle demo nurture and automatic follow-up when someone clicks a booking link but doesn't finish. B2B customer flows run retention sequences with upsells, renewal reminders, billing touchpoints, and contract-year education. B2C flows send post-purchase onboarding with merge-not-retrigger logic so repeat buyers stay in one sequence instead of restarting.

ImpactThousands of users through lead nurture, customer retention, and post-purchase flows

Brevo · Pipeline CRM · Stripe · Calendly · Webhooks · REST APIs

02

Webinar Registration System

Registration infrastructure behind the company's webinar program: audience segmentation, multi-webinar deduplication, and confirmation automation including calendar adds and progressive profiling surveys.

Impact7 webinars, 1,900+ registrations, zero manual processing

Brevo · Next.js · Python · REST APIs

03

Internal Tools Suite

The internal tooling the company runs on: finance dashboards pulling live data from Mercury, Stripe, and Pipeline CRM, Freshdesk analytics, email automation monitoring, invoice generation, and weekly business review reporting that auto-generates key metrics.

ImpactReal-time pipeline and financial visibility, no ticket queue

Next.js · Flask · Mercury API · Stripe API · Freshdesk API

04

MyMedPath

Production SaaS for dental practice licensure and compliance management, shipped completely solo. Multi-tenant org management with role-based access, AI-powered document analysis, automated licensure tracking with real-time dashboards, and a state compliance database.

ImpactLive production SaaS, built end to end by one person

Next.js · PostgreSQL · AWS Amplify · AI Document Analysis

05

YourTrainingProvider.com

Built yourtrainingprovider.com from scratch (React + Flask): blog, lead capture forms, and expert directory. Built a custom in-house CMS with blog publishing, ad injection, tag-based content recommendations, and expert profile management.

ImpactGenerates hundreds of qualified leads per year

React · Flask · Custom CMS · Lead Capture · SEO

PriorEarlier work
Flatiron School
Software Engineering Certification · 2022

Full-stack web development intensive. JavaScript, React, Ruby on Rails, SQL.

03Skills

The stack behind the programs, integrations,
and internal tools.

Martech platforms on one side. APIs, webhooks, and custom tooling on the other. Most of my work lives in the wiring between them.

IndexCapabilities
01

Lifecycle & automation

Programs, segmentation, and the operations behind them

Lifecycle MarketingMarketing AutomationMarketing OperationsEmail MarketingCustomer SegmentationBehavioral TriggersAttribution Tracking
02

Martech platforms

The tools I connect into automated systems

BrevoHubSpotPipeline CRMStripeCalendlyZapierFreshdeskMercuryMJML
03

APIs & integration

Connecting platforms so data flows without manual work

REST APIsWebhooksWebhook OrchestrationAPI IntegrationCross-System AttributionData Sync
04

Languages & frameworks

What I build with when the stack needs custom work

PythonJavaScriptTypeScriptNext.jsReactFlaskTailwind CSS
05

Cloud & data

Infrastructure for automation and email delivery

AWS LambdaAWS S3AWS SESAWS AmplifyPostgreSQLSQL
06

AI-assisted development

How I ship at the pace of a small engineering team

ClaudeCursorPrompt EngineeringContext DocumentsIntegration TemplatesRapid Prototyping

Claude and Cursor are my development environment. Context documents, integration templates, and reusable prompt patterns take most ideas to production in under two weeks.

Platform agnostic

I work at the API and webhook layer, underneath whatever platform sits on top. Segmentation, triggers, and attribution are the same architecture everywhere.

04Contact

Looking for lifecycle marketing, marketing ops, or GTM engineering. Let's talk.

Senda message
Basedin

New Haven, Connecticut
Remote friendly

Always down to talk marketing systems, lifecycle programs, and what's broken in your stack.

Scotty Peterson2026