Director Of Customer Marketing

We are looking for an experienced, commercially minded Director of Customer Marketing to lead HiBob’s global customer marketing strategy and build Customer Marketing into a measurable growth engine for the business.

This role will own how Marketing engages customers across the lifecycle - driving deeper product engagement, identifying and activating expansion opportunities, mitigating churn risk, and building a highly engaged community of customer advocates. The Director of Customer Marketing will be accountable for connecting customer insight and behaviour to commercial outcomes. They will build programs that help customers realise greater value from HiBob, increase adoption and engagement, generate and influence upsell pipeline, strengthen retention, and turn our strongest customer relationships into advocacy that supports both customer growth and new-logo acquisition.

This is a senior cross-functional leadership role, partnering closely with Customer Success, Account Management, Product Marketing, Rev Ops and Regional Marketing teams.

We are looking for someone who combines customer obsession with strong commercial acumen - equally comfortable designing the customer growth strategy, identifying expansion opportunities from data and signals, building lifecycle programs, and creating exceptional customer experiences that strengthen loyalty and advocacy.

• Demonstrable B2B marketing experience, ideally in SaaS or subscription technology, with significant experience in Customer Marketing, Lifecycle Marketing or Customer Growth.
• A proven track record of leading customer marketing at scale, with measurable impact on expansion, retention, adoption and advocacy.
• Deep understanding of the SaaS customer lifecycle and customer economics, including NRR, GRR, churn, expansion ARR and customer health.
• Experience using customer data, product usage and behavioural signals to build targeted, automated lifecycle and growth programs.
• Demonstrated success building advocacy and reference programs that support customer growth and new-logo acquisition.
• Strong commercial judgement, analytical skills and an experimentation mindset, with the ability to turn strategy into clear priorities and measurable outcomes.
• Excellent cross-functional influence and executive communication skills, with experience partnering across Customer Success, Account Management, Sales, Product and Rev Ops.
• Experience leading and developing high-performing teams, creating clarity, accountability and autonomy.

• Lead customer growth:
  Own the global Customer Marketing strategy and Marketing’s measurable contribution to expansion pipeline, upsell ARR, retention and NRR.
• Build targeted lifecycle programs:
  Use customer insight, product usage and commercial signals to drive adoption, value realisation, cross-sell and upsell, and proactively engage customers showing churn risk.
• Create coordinated customer experiences:
  Partner with Customer Success, Account Management, Product and Marketing teams to deliver relevant journeys and communications across onboarding, adoption, growth and renewal.
• Scale advocacy and customer voice:
  Build programs spanning customer stories, references, reviews, speaking and peer engagement that deepen relationships and support customer growth and new-logo acquisition. Bring customer insights into GTM and Product strategy.
• Build the foundations for scale:
  Partner with Marketing Operations and Rev Ops on segmentation, automation, reporting and communication governance, balancing automated journeys with high-touch engagement.
• Measure and optimise impact:
  Establish clear KPIs, test programs and translate performance data into actionable insights for senior leadership.
• Develop the team:
  Lea…