Senior Manager, Customer Marketing

Job Overview

Senior Manager, Customer Marketing owns measurable revenue outcomes from the existing customer base. This role is directly accountable for increasing services per customer, reducing churn in a month-to-month model, and generating referral-driven growth through customers and employees. Success in this role is defined by performance against clearly measured retention, expansion, and revenue metrics.

• Own the end-to-end expansion engine across the customer lifecycle.
• Define expansion playbooks by customer segment, service mix, tenure, and maturity.
• Identify expansion triggers and moments; design offers, messaging, timing and materials.
• Partner with Sales and Success teams on execution, handoff, and follow-up.
• Continuously test and optimize programs to increase services per customer.

• Define and maintain customer segmentation and tiering models based on revenue, services, tenure, and churn risk.
• Design differentiated expansion, retention, and advocacy strategies by segment.
• Ensure focus and resources are directed toward customers and motions that drive the greatest revenue impact.

• Own churn prevention strategy for a month-to-month customer base.
• Identify seasonal, cyclical, and operational periods when churn historically increases.
• Design proactive counter-programs ahead of known churn-risk periods.
• Partner with Sales, Success, and Data teams to define and monitor churn-risk signals, including:
  • Declines in service usage or engagement
  • Changes in communication or support patterns
  • Billing or payment behavior
  • Operational signals indicating a customer may be preparing to leave
• Build intervention campaigns triggered by churn-risk indicators.
• Track churn and retention at the cohort and segment level.
• Accountable for demonstrating measurable impact on churn reduction during high-risk periods.

• Own the end-to-end new customer welcome experience, including welcome kits, onboarding messaging, and early lifecycle communications.
• Define what new customers receive, see, and understand in their first days and weeks.
• Ensure onboarding clearly reinforces value, sets expectations, and accelerates time-to-value.
• Partner with Operations to align messaging with real workflows and delivery.
• Continuously optimize the welcome experience based on early engagement, retention, and churn data.
• Accountable for early-stage engagement and retention outcomes.

• Build and scale customer referral programs that generate qualified, trackable pipeline.
• Own employee referral programs, including messaging, enablement, incentives, and visibility.
• Partner with Rev Ops to establish clear governance, attribution, and measurement.
• Accountable for referral contribution to pipeline and bookings.

• Systematize the collection of customer reviews, testimonials, and case studies.
• Identify promoters and activate them for advocacy, peer references, and sales support.
• Maintain a current, usable library of customer proof across marketing and sales.

• Own customer-facing lifecycle and value-reinforcement campaigns across relevant channels.
• Ensure communications reinforce outcomes, trust, and value realization—not promotions.
• Partner with Brand and Content teams to maintain clarity, consistency, and credibility.

This role operates against a defined scorecard. Performance is evaluated based on outcomes, not activity.

• Own KPIs including:
  • Services per customer
  • Gross and net retention
  • Churn by cohort and seasonality
  • Referral-sourced pipeline and bookings
  • Review and advocacy velocity
• Define and operationalize reporting that ties customer marketing activity directly to revenue impact.
• Present performance, risks, and recommendations regularly to leadership.

• 7–10+ years in customer marketing, lifecycle marketing, retention, or expansion-focused roles
• Demonstrated ownership of expansion and retention…