Head of Retention Marketing

Retention Programs

• Constant reinforcement of value: Work with Product Marketing on the messaging and own the program design that consistently reminds customers why they chose Superside. 

• Renewal behavior: Build the touchpoints and content that drive account usage and create the psychological and commercial conditions for renewal.

• Churn mitigation: Work with data to identify customers at risk and activate account teams and automated programs to re-engage them before the renewal conversation.

• Customer Advocacy Board: Partner with ABM to operationalize a Superside CAB. And PMM and TPD to drive customer reviews and help identify opportunities for customers to participate in marketing activities.

Adoption & Utilization

• Subscription utilization programs: Build the systems that move customers from passive subscribers to active users — driving toward full utilization of their plan each month.

• New feature education: Every major product release that Product Marketing launches— needs a customer-facing campaign that explains the what, why, and how. 

• Usage-triggered journeys: Partner with the lifecycle team to design automated journeys triggered by utilization signals.

Account Team Enablement

• AM & GAD toolkits: Build the playbooks and asset libraries that give Account Managers and Group Account Directors what they need to proactively manage customer health - email templates, outreach guides, objection handling - without requiring a custom campaign for every account.

• Expansion enablement: Create the materials that help AMs and GADs articulate and sell new Superside offerings, cross-sell services, and grow accounts.

• Subscription or retention marketing ownership: You have owned renewal, churn reduction, or subscription growth as a primary mandate - not as a byproduct of a broader marketing role. This was your job.

• Utilization or product usage as a core KPI: In at least one role, you were accountable for driving customers to actively use a product or service. You built programs around that metric. You know what moves it and what does not.

• Programmatic lifecycle infrastructure: You have built or substantially redesigned a customer lifecycle program — segmentation logic, trigger design, journey mapping, A/B frameworks — not just executed campaigns someone else designed.

• Account team or CSM enablement: You have built toolkits, playbooks, and resources for customer-facing commercial teams - and you know the difference between an asset they will actually use and one that sits in a folder.

• Data-driven cohort thinking: You do not wait for a report to tell you something is wrong. You know how to segment an account base by health, identify risk patterns, and design interventions for specific cohorts.
  

• A builder, not a maintainer: This function does not have the infrastructure yet. You are energized by that, not intimidated. You have built from near-zero before.

• Commercially minded: You think in terms of revenue impact. You know that renewal rate and utilization are lagging indicators of the work you do upstream, and you build toward those numbers.

• A relationship investor: Cross functional leaders who work with customers daily are your distribution channel and your intelligence network. 

• Operationally rigorous: You produce documentation, playbooks, and toolkits that outlast you. You build systems that account teams can run, not campaigns that require you to run them.

• A senior IC ready to become a people leader: You will not manage a team on day one. In 12–24 months you will build one. You already think and operate at that level.