Director of Customer Marketing

Summary

Join Thinkific as the Director of Customer Marketing for a 12-month contract and lead customer marketing strategies to boost engagement and revenue growth. Build and execute customer lifecycle marketing programs, lead customer engagement strategies across various product tiers, and create targeted campaigns to drive upsells and cross-sells. Refine programs leveraging customer data, establish best-in-class engagement initiatives, and optimize customer reviews and referral programs. Partner with Customer Success and other teams to maximize customer impact and reduce churn. Leverage data to personalize campaigns and develop a structured customer review program. This role reports to the Senior Director of Revenue Marketing and requires 8+ years of experience in customer marketing within a SaaS or PLG environment.

Requirements

• Has 8+ years of experience in customer marketing, lifecycle marketing, or growth marketing, preferably in a SaaS or product-led growth (PLG) environment
• Has experience managing, mentoring, and growing high-performing marketers, fostering a culture of innovation and collaboration
• Possesses a leadership style focused on coaching, professional development, and enabling team members to do their best work while aligning with business goals
• Has expertise in driving customer pipeline growth through demand generation, with a focus on upsells and expansion within SaaS or similar industries
• Proficient with HubSpot, Salesforce, and marketing automation tools to segment customers and personalize engagement
• Has strong analytical skills with experience leveraging customer data to optimize marketing strategies
• Possesses a deep passion for understanding Thinkific’s customer needs and delivering an exceptional experience at every touchpoint
• Has strong storytelling skills with the ability to craft compelling customer narratives and tie them to revenue growth

Responsibilities

• Build and execute customer lifecycle marketing programs to increase product adoption, retention, and expansion
• Lead customer engagement strategies across self-serve and Plus motions, ensuring a cohesive message and experience across all product tiers
• Create targeted campaigns that drive upsell and cross-sell opportunities within our customer base
• Refine effective programs that leverage tenure and customer behavior data, and include a mix of triggered, targeted, and broad educational campaigns
• Establish best-in-class customer engagement initiatives that nurture long-term relationships and encourage advocacy
• Optimize and scale customer reviews, referral programs, and loyalty initiatives that turn customers into Thinkific ambassadors
• Partner with Customer Success to optimize onboarding, training, and support programs for maximum customer impact
• Develop and execute customer demand generation campaigns aimed at expanding the pipeline by encouraging upsells from existing customers
• Leverage customer data to segment and personalize campaigns, ensuring the right message reaches the right audience at the right time
• Develop and manage a structured customer review program, encouraging satisfied users to leave feedback on platforms like G2 and Capterra
• Create and manage a customer communication strategy that nurtures and delights users, ensuring they receive helpful content, product updates, and engagement-driven campaigns
• Partner with support and knowledge base to create customer interaction touch points and optimize help articles and support experiences
• Monitor and analyze churn patterns, implementing data-driven initiatives to proactively reduce customer attrition and increase retention
• Identify key, measurable metrics (upsell, churn, etc.) for lifecycle programs with the ability to test and scale rapidly

Preferred Qualifications

Loves to learn and grow. They’ve found (and keep looking for) ways to level up their skills in this field, whether that’s through formal education, gaining professional experience, or maybe even building their own business

Benefits

• A competitive compensation package including base salary, equity, team-wide bonuses, and an Employee Share Purchase Plan
• Flexible Paid Time Off to maintain mental and physical health. Our team is encouraged to take a minimum 4 weeks of vacation, plus Thinker Holidays (extended long weekends in the summer) and time off for the December holiday season
• Health Benefits and Wellness: Comprehensive benefits starting on Day 1 include health, vision, and dental coverage for you and your family, $3,000 for mental health care, a short-term health plan, and an additional health or personal spending account. Plus, family friendly benefits include generous parental leave top-ups for up to 32 weeks, as well as fertility coverage and personalized return to work options
• Flexible Work . Choose to work from home from anywhere in Canada, at our Vancouver HQ, a co-working space, or anywhere there’s wifi for a change of scenery
• Learning & Growth. An annual $1500 USD Learn and Grow fund for conferences, seminars, or courses, plus training, mentorship, coaching, and internal promotion opportunities
• A home office setup so you’re ready to succeed with a company-owned Macbook Pro and a budget to order a desk, chair, or any accessories to help you work comfortably and productively
• $50 CAD per month to treat yourself with snacks, lunch, or groceries to cook at home