Director, Customer Marketing

The Director of Customer Marketing owns the strategy and execution for building retention, expansion, and advocacy for our installed base. This is a lean, high-impact function built to act as the hub of the wheel: working closely with CSMs, product, DGMs, and PMM to identify the right signal at the right moment and turn it into retained and expanded revenue. This role navigates from the awareness of triggers and lifecycle moments rather than just campaigns.

Essential Duties & Responsibilities: 

• Retention strategy and execution: build always-on, signal-driven programs against churn risk using product telemetry, usage data, and account health signals
• Expansion strategy and execution: identify upsell and cross-sell opportunities by partner tier and activate programs that convert adoption into revenue
• Advocacy and proof: build the case study, reference, and testimonial engine; recruit customer speakers and champions; activate the MSP and IT communities as a credible voice for ConnectWise
• Partner tier strategy: design and run lifecycle campaigns segmented by customer tiers, tied to product adoption and account health
• Cross-functional orchestration: serve as the connective tissue between Customer Success, Demand Gen, PMM, and Product to ensure the right message reaches the right customer at the right moment
• Team leadership: build and lead a small, focused team covering retention, expansion, and advocacy

Knowledge, Skills, and or/Abilities Required:

• Experience building programs from scratch in a B2B SaaS environment, not just optimizing existing motions
• Strong cross-functional instincts: comfortable working deeply with CS, Product, and Demand Gen without needing rigid lane definitions
• Experience with signal-based or behavioral trigger marketing, using data like product usage, health scores, or intent to drive program timing as well as Gainsight
• Track record building advocacy programs: case studies, reference networks, customer community engagement
• Data-driven mindset with comfort owning a number tied to revenue retention, not just engagement metrics
• Bias toward action in ambiguity; this function is being rebuilt and requires someone who can define the work
• Experience in MSP, channel, or PE-backed SaaS environments a strong plus

Educational/Vocational/Previous Experience Recommendations 

• Bachelor’s degree in related field
• 8+ years of customer marketing, lifecycle marketing, or customer success-adjacent roles, with experience owning retention or expansion outcomes
• 4+ years of managerial experience
• Experience with community, event, or lifecycle marketing

Working Conditions:

• Onsite/Hybrid/Remote depending on location
• 15-25% Travel Required