Job Description

Director, Customer Marketing

The Customer Marketing Director plays a critical role in driving customer satisfaction, loyalty, and revenue growth by developing and implementing effective marketing strategies targeted at existing customers. This person will meet bold business goals with an eagerness to challenge the status quo to meet objectives.

The Customer Marketing Director will be a customer-obsessed, detailed, strategic problem solver with strong analytical skills to synthesize data into meaningful campaign optimization strategies for new and existing initiatives. This role will be responsible for collaborating with the right teams to influence and drive improvement on the following KPIs: retention, share of wallet, customer lifetime value, upsell/cross-sell dollars, CSAT, NPS, customer marketing campaign influenced dollars, and customer campaign engagement.

Here's a breakdown of their typical responsibilities:

1. Strategy Development: This role will develop customer marketing strategies aligned with overall business goals and objectives. This includes understanding customer needs, behavior, and market trends to develop effective marketing plans.
2. Customer Segmentation: The Customer Marketing Director will work with the customer marketing and operations teams to analyze customer data to segment the customer base and identify target audiences for marketing campaigns. This involves understanding different customer personas and tailoring marketing messages accordingly.
3. Retention & Winback Programs: The Customer Marketing Director will design and implement programs to retain existing customers, including loyalty programs, customer satisfaction surveys, and personalized communication strategies. This role will also design strategies for winning back lost business.
4. Customer Engagement & Advocacy: The Customer Marketing Director will drive increased customer advocacy and engagement by engaging customer with powerful messages and growing our Employ customer advocates. Responsible for generating engagement campaigns, case studies, customer stories, online review partnerships, and references.
5. Cross-Selling and Upselling: The Customer Marketing Director will develop strategies to increase revenue by cross-selling or upselling products and services to existing customers. This involves identifying opportunities based on customer behavior and preferences.
6. Collaboration: The Customer Marketing Director will develop deep relationships with other departments, such as product, technology, customer experience, and customer support, to ensure alignment of customer marketing efforts with overall business strategies. Must be able to influence functional teams to gain consensus on a vision for driving performance objectives. Must be comfortable working with all levels in the organization, including executives. This role will strongly advocate for customers in all interactions with other teams.
7. Performance Measurement: The Customer Marketing Director will track and analyze the performance of customer marketing initiatives, using metrics such as customer acquisition cost, customer lifetime value, and retention rate. Based on these insights, they make data-driven decisions to optimize marketing strategies.
8. Team Leadership: This role will lead a team of customer marketing professionals, providing guidance, coaching, career development, and managing team workload and responsibilities.

Requirements:

• 8 years of progressive marketing experience with at least 2 years of team leadership experience
• At least 3 years of experience building persona-based marketing programs and messaging
• Proven track record of owning end-to-end customer marketing initiatives, from ideating to building, monitoring, optimizing, and reporting
• Strong technical skills: experience with Marketo, marketing automation, salesforce.com, reporting, and project management software (Asana) strongly desired
• Experience in A/B testing and campaign optimization strategies
• B2B experience strongly desired

There could be modest travel associated with this role or <10%. This role will report to the Senior Director of Customer & Product Marketing.