The Director of Customer Marketing owns the strategy and execution for driving customer retention, expansion, adoption, and lifecycle engagement across our installed base. This is a lean, high-impact function designed to serve as the hub between Customer Success, Product, Product Marketing, and Demand Generation, identifying the right customer signals at the right moments and activating programs that improve retention, accelerate product adoption, and drive revenue growth.

This role is focused on building a modern, signal-driven customer marketing engine that leverages product usage, account health, lifecycle milestones, and customer behavior to create meaningful business outcomes. Success will be measured by impact on retention, expansion, adoption, and customer value realization rather than campaign activity alone.

Key Responsibilities

Retention Strategy & Execution: Build and scale always-on, signal-driven programs that proactively address churn risk using product telemetry, usage trends, customer health scores, engagement signals, and renewal milestones.
Expansion Strategy & Execution: Develop programs that identify and activate upsell and cross-sell opportunities across customer segments and partner tiers, converting product adoption and customer engagement into incremental revenue.
Adoption & Lifecycle Marketing: Design customer journeys that accelerate time-to-value, increase feature adoption, improve product utilization, and strengthen long-term customer engagement throughout the customer lifecycle.
Customer Intelligence & Segmentation: Partner with Customer Success, Product, and Operations teams to leverage customer data and behavioral insights to create targeted lifecycle programs based on customer health, maturity, adoption patterns, and growth potential.
Cross-Functional Orchestration: Serve as the connective tissue between Customer Success, Product, Product Marketing, Demand Generation, and Revenue teams to ensure customers receive the right message, offer, or intervention at the right moment.
Customer Advocacy & References: Support customer advocacy initiatives including references, case studies, testimonials, and customer champions that reinforce retention and expansion efforts.
Team Leadership: Build and lead a focused customer marketing team responsible for retention, adoption, expansion, and lifecycle engagement programs.

Qualifications

Experience building customer marketing, lifecycle marketing, adoption, or retention programs from the ground up within a B2B SaaS environment.
Strong cross-functional instincts with demonstrated success partnering closely with Customer Success, Product, Revenue Operations, and Demand Generation teams.
Experience developing signal-based marketing programs using customer health scores, product usage data, engagement signals, behavioral triggers, intent data, and platforms such as Gainsight.
Proven track record driving measurable retention, adoption, expansion, or net revenue retention outcomes.
Strong analytical mindset with experience owning metrics tied to customer growth, retention, adoption, or expansion revenue.
Ability to thrive in ambiguity and build scalable programs, processes, and operating models in a growing organization.
Experience in MSP, channel, subscription-based SaaS, or PE-backed software organizations preferred.

Requirements

Bachelor's degree in a related field.
8+ years of experience in customer marketing, lifecycle marketing, customer success, growth marketing, or related functions with demonstrated ownership of retention and expansion outcomes.
4+ years of people leadership experience.
Experience with customer lifecycle marketing, customer adoption, renewal strategies, or customer growth programs strongly preferred.