directive - Customer Marketing Manager (Remote Canada)
Requirements
• Proven experience in customer marketing, lifecycle marketing, or a closely related growth role, with ownership of programs tied to retention, advocacy, or expansion. • Experience marketing to B2B audiences, ideally within an agency, professional services business, or B2B SaaS company. • A track record of working on customer advocacy programs and producing compelling case studies, testimonials, or sales enablement content. • Hands-on experience developing segmented email campaigns and nurture programs, from audience selection and copywriting through execution and reporting. • Experience partnering with sales and client-facing teams to translate customer insight into campaigns and revenue opportunities. • Comfort working across Salesforce, HubSpot, marketing automation, and sales engagement platforms. Familiarity with signal tracking and account mapping software is a plus. • CORE COMPETENCIES • Customer storytelling: You ask thoughtful questions, uncover meaningful results, and write clear, credible stories that make the customer’s success tangible. • Lifecycle strategy: You understand how audience, timing, and messaging work together to strengthen relationships and move people toward a relevant next step. • Commercial thinking: You connect marketing activity to retention, pipeline, and revenue, and prioritize work based on its potential business impact. • Operational execution: You build buy-in across the company, align leaders and teams around shared goals, and turn ideas into coordinated, repeatable programs. • Measurement and experimentation: You establish clear goals, interpret performance data, and test ways to improve results. • Cross-functional collaboration: You build trust with customers and internal teams, manage competing priorities, and keep work moving. • CULTURAL FIT & TRAITS • You take ownership of outcomes and follow through on the details. • You’re curious about customers’ businesses and motivated by helping them succeed. • You combine creative judgment with an analytical mindset. • You’re comfortable building repeatable processes while staying hands-on with execution. • You communicate directly, welcome feedback, and work independently in a remote environment. • As a remote-first company, you’ll have the ability to work from your home office. For some positions, as posted, we will accommodate global opportunities where we have established businesses, including Canada, Mexico, and the UK. For global locations, you must have established and current work authorization and permanently reside in that country.
Responsibilities
• Build and own the customer marketing strategy. Develop a coordinated plan across advocacy, lifecycle engagement, and expansion, with clear priorities, campaign calendars, and measurable business outcomes. • Own customer advocacy and social proof. Build a repeatable process for identifying customer advocates and turning their results into case studies, testimonials, reviews, references, and customer stories that support marketing and sales. • Lead customer lifecycle campaigns. Develop targeted communications and thoughtful gifting programs that reinforce the value of clients’ partnerships, introduce relevant services, and deepen engagement throughout the customer journey. • Turn past relationships into new opportunities. Use signal tracking software to identify job changes and other buying signals, then build targeted campaigns to reconnect with customer champions, past customers, and relevant contacts when new opportunities arise. • Support retention, expansion, and partner growth. Partner with client services and sales to identify engagement gaps, surface cross-sell and upsell opportunities, and build campaigns that support renewals and account growth. Use shared account insights and relationship signals to identify opportunities for referrals, introductions, and coordinated outreach between Directive and our partners. • Activate account overlap insights through the account mapping software and customer and partner overlap data to identify warm introductions and opportunities for coordinated account engagement. • Build and maintain a network of customer advocates who can speak to Directive’s impact. Match references to relevant sales opportunities, coordinate participation, and keep requests thoughtful and manageable for customers. • Build and grow the customer referral program, making it easy and rewarding for brand champions to introduce new business to Directive. Develop referral campaigns, manage incentives and follow-up, and track their contribution to pipeline and revenue. • Own targeted outreach and nurture campaigns that engage customer champions, past customers, and relevant prospects, while supporting additional demand generation programs as business priorities evolve. • SUCCESS METRICS (KPIS) • Net Revenue Retention (NRR) • Customer marketing-sourced and influenced expansion pipeline and revenue • Customer advocate participation and production of case studies, testimonials, and reviews • Customer reference participation and influence on sales opportunities • Lifecycle campaign engagement and conversion rates • Retention, renewal, and satisfaction outcomes are shared with client services; this role is accountable for the marketing programs that contribute to them. • You use AI thoughtfully to support research, personalization, and execution while maintaining accuracy and a natural human voice.
Benefits
• 🏠 We have a set living wage at Directive; the actual salary may vary based on Directive's compensation practices, job related skills, and depth of experience. • 🙏 Medical, dental, vision plans, disability, and life insurance coverage for you and your family that fit your lifestyle • Including a 100% employer-paid plan for you and a 50% employer contribution for your dependents (US, CAD, MX) • 🧠 Mental - Access to certified therapists through Spring Health, membership to Headspace • 💪 Physical - Physical therapy through Omada, thousands of Aaptiv virtual workouts, complimentary One Medical membership for primary and virtual care • 🛫 Time Off - Unlimited PTO (2-week minimum), Paid Company Holidays, Your Birthday Off, End of Year Recharge (Closed December 24 - January 1), Paid Parental Leave • 💰 Financial - Traditional and Roth 401(k) with a 3% company match • 🌟 Bonus - Annual bonus based on tenure, which scales in total amount over time • 🌴 Annual Company-wide Retreat
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