Senior Manager, Customer Marketing

Job Summary:

The Senior Marketing Manager Customer Marketing owns the strategy and execution of lifecycle and advocacy programs that drive adoption retention and expansion across D2Ls customer base.

As a senior member of the Marketing team this role sets the vision for customer marketing translates it into scalable programs and partners closely with Customer Success Sales and Product to deliver measurable impact on net retention and customer health.

This leader will use data and customer insight to design end-to-end journeys orchestrate communications across channels and build advocacy programs that turn happy customers into a growth engine for D2L.

At a high-level:

Customer Marketing Strategy & Leadership

• Define and own the customer marketing strategy and roadmap across onboarding adoption renewal expansion and advocacy.
• Translate company and segment priorities into clear customer marketingobjectives plans and measurable outcomes.
• Provide thought leadership internally on what good looks like for customer lifecycle and advocacy at D2L.

Lifecycle Campaigns & Programs

• Design and oversee targeted lifecycle programs that support onboarding product activation value realization and renewal.
• Architect multi-channel journeys (email in-app webinars communities events) that deliver the right message at the right time.
• Establish a test-and-learn approach to continuously refine messaging segmentation and touchpoints.

Retention Expansion & Customer Health

• Partner with CS andRevOpstoidentifyrisk and opportunity segments and build campaigns that reduce churn and drive expansion.
• Develop plays and programs that support upsell/cross-sell motions and feed qualified expansion signals to Sales and CS.
• Build a reporting rhythm that connects customer marketing activity to retention expansion andengagementKPIs.

Advocacy & Customer Evidence

• Lead the strategy for customer advocacy including reviews references case studies and customer stories.
• Work with Sales CS and Product Marketing toidentifyadvocates and activate them across campaigns events and launches.
• Ensure customer proof is easy to find and use across sales plays marketing assets and executive narratives.

Marketing Automation Data & Insights

• Use marketing automation and customer data platforms (e.g.PardotPlanhat Salesforce) to design scalable journeys.
• Build dashboards and reporting tomonitorlifecycle performance advocacy output and program ROI.
• Use insights from product usage CS feedback and campaign performance to refine strategy and prioritize investments.

Cross-Functional Leadership & Change Management

• Act as the primary point of contact for customer marketing with CS Sales Product and Regional/International teams.
• Align stakeholders on priorities clarify roles between customer marketing and customer product marketing and resolve overlaps.
• Lead cross-functional planning and communication to ensure customer programs are understood adopted and well executed.

Team & Vendor Leadership

• Provide direction to specialists agencies and internal partners supporting customer campaigns and content.
• Mentor junior marketers and help build customer marketing capabilities across the broader team.

What youll bring to the role and what we expect:

• Strategic Thinking & Ownership Proven ability to set a vision build a roadmap and own outcomes for lifecycle retention and advocacy.
• Customer-Centric Mindset Deep focus on customer value realization satisfaction and long-term health.
• Data-Driven Decision Making Strong ability to interpret customer product and campaign data and turn it intoactions.
• Marketing Automation Expertise Advanced experience with platforms likePardotPlanhat Salesforce or similar.
• Content & Messaging Leadership Strong writing positioning and storytelling skills for customer journeys and advocacy.
• Project & Program Management Ability to manage multiple programs stakeholders and timelines with clear prioritization.
• Collaboration & Influence Comfortable leading through influence aligning cross-functional teams andmanaging up tosenior leaders.
• Problem-Solving & Innovation Anticipates issues finds pragmatic solutions and continuously improves processes and programs.
• AI Acumen Familiarity with how AI can be applied to segmentation personalization and content at scale.

Suggested Qualifications/Experience:

• 7 years of experience in customer marketing lifecycle marketing or related B2B marketing roles.
• Experiencein B2B SaaS or technology-driven products; education or learning technology experience an asset.
• Demonstratedsuccess designing and running lifecycle and advocacy programs that drive measurable improvements in retention and expansion.
• Advanced hands-on experience with marketing automation and CRM tools (e.g. Marketo HubSpotPlanhat Salesforce).
• Strongunderstanding of customer segmentation email/in-app marketing and customer health metrics.
• Provenability to translate data and qualitative insight into clear strategies programs and experiments.
• Experiencepresenting to and influencing senior stakeholders; comfortable operating in a matrixed cross-functional environment.
• Exceptional written and verbal communication skills.

Required Experience:

Senior Manager