Overview of the Role FranConnect is looking for a Manager of Customer Marketing to own the post-sale demand motion. Our installed base is more than 1,500 brands and a million locations, and it is both our largest growth opportunity and the source of the proof the rest of go-to-market runs on. You will own expansion and upsell campaigns, adoption communications, and the reference and advocacy engine - and you will guarantee a steady, predictable supply of case studies and referenceable customers that Sales, Content, and Product Marketing depend on.
Those two halves belong in one seat on purpose. The campaigns that drive adoption and expansion are the same campaigns that surface the customers worth putting on a stage, in a case study, or on a reference call. A customer who is getting results is a customer who will say so. Your job is to find them earlier, more systematically, and in greater numbers than a request-by-request approach ever will.
You will partner closely with Customer Success and Support, who know which accounts are thriving, with Sales, who know which proof points a deal needs, and with Marketing Operations, so expansion pipeline is measured the same way new-business pipeline is.
Primary Responsibilities Expansion and Upsell Demand - Own the post-sale campaign calendar: cross-sell, upsell, module adoption, renewal support, and win-back, planned against an expansion pipeline target.
- Segment the installed base by product held, industry, unit count, tenure, and health, and build campaigns to the segment rather than to the whole list.
- Build and run the campaigns yourself: audience, copy, build, QA, deployment, and performance, in partnership with Customer Success and the account team.
- Surface expansion signals - product usage, support themes, growth in unit count - to Sales and Customer Success with the campaign engagement attached.
Adoption Communications - Own customer communications: onboarding and activation sequences, release and product communications, the customer newsletter, customer webinars, and lifecycle email.
- Hold adoption communications to adoption outcomes - feature activation, usage depth, event attendance - rather than to sends and opens.
- Keep what customers hear consistent with what the market hears: one set of facts, one voice, one visual system, in partnership with Content and Digital Marketing.
The Reference and Advocacy Engine - Own reference supply against sales-cycle demand: a qualified, permissioned, and current reference roster, a reference desk with a published response standard, and rotation that protects customers from fatigue.
- Own the case study pipeline at the supply end: source and nominate candidates, secure legal and brand approvals, gather the outcome data, and hand a complete, verified package to Content Marketing for writing and publication.
- Run the review program on the sites buyers and AI answer engines read (G2, Capterra, TrustRadius): generation, rating, and response, against volume and rating targets.
- Build advocacy beyond the case study: the customer advisory board, customer speakers for events and industry stages, award submissions, user groups, and peer-to-peer connections.
Customer Proof - Partner with Customer Success, Support, and Product to turn usage and outcome data into named, verifiable customer results, not platform totals.
- Maintain the proof inventory mapped to the narrative pillars, the industries we sell into, and the sales plays, and report where the gaps are before Sales finds them.
- Supply the proof that lowers a buyer's risk at the point in the cycle where indecision actually costs us deals.
Scaling Customer Marketing with AI - Train, prompt, and quality-control the customer marketing agents: segmentation and audience building, lifecycle and adoption drafting, review mining, and reference matching against an inbound request.
- Use AI to mine support tickets, Customer Success notes, and call recordings for proof candidates and advocacy signals, with a human review standard you own.
- Own the acceptance standard for anything agent-produced that reaches a customer, and document the prompts so the team can reuse them.
Operating Rhythm and Partnership - Update your section of the marketing scorecard by Friday and arrive at the weekly knowing what is red and what you propose to do about it.
- Run one deliberate experiment a week with a hypothesis, a metric, a duration, and a decision rule stated in advance.
- Bring measurement needs to Marketing Operations before a program is built, so expansion pipeline and customer engagement are reportable from day one.
What You Are Accountable For North Star: Expansion pipeline from the current customer base, with referenceable customer supply as the paired commitment
Primary measures - Expansion and cross-sell pipeline sourced from post-sale campaigns, against target
- Referenceable customers available against sales-cycle demand: roster size, fill rate on reference requests, and time to fill
- New case studies and named customer outcomes delivered per quarter, against target
- Review volume and rating on the priority review sites, against target
Diagnostic measures - Installed-base engagement by segment: open, click, registration, and attendance
- Adoption lift on the features and modules a campaign was built to drive
- Advocacy participation: advisory board, customer speakers, awards, and user groups
- Proof coverage: the share of narrative pillars, industries, and sales plays with at least one current, named customer result
- Agent-assisted share of output and acceptance rate
Requirements
What we are looking for (minimum qualifications) - 4+ years in customer marketing, lifecycle marketing, or demand generation with direct ownership of an installed-base number.
- You have built and run a reference or advocacy program with a real supply commitment, and can speak to how you kept it stocked and current rather than reactive.
- Case study production experience end to end: sourcing candidates, securing legal and brand approvals, gathering outcome data, and getting it published.
- Hands-on campaign execution in Pardot or equivalent, with segmentation built off CRM and product usage data.
- A track record held to expansion pipeline or adoption outcomes, not to sends, and the evidence to back it.
- The relationship skill this work takes: you are comfortable asking customers for something, and you earn the right first by making their results visible.
- Strong cross-functional partnership with Customer Success, Support, Sales, and Product, where you are a trusted partner rather than an inbound request.
- AI proficiency beyond writing, and in this role it is the point: you have directed AI agents to do real work (segmentation, drafting, mining customer data for signal) under a human quality bar, and you are already thinking about how customer proof has to change when buyers and AI answer engines decide a shortlist before anyone talks to us.
- The discipline an operating rhythm asks for: a scorecard updated before the meeting, one experiment a week, one owner and one date, and problems raised the day they appear.
Preferred - Experience marketing to franchise, multi-unit, or multi-location businesses, and an understanding of franchisee economics and how operators make decisions.
- Experience running a review program on G2, Capterra, or TrustRadius and moving a rating, not just a review count.
- Experience standing up a customer advisory board, a user group program, or the customer track of a user conference.
- Experience inside a private-equity-backed company during a repositioning or brand relaunch.
- Experience building benchmark or original research from customer data.
- Undergraduate degree in Marketing, Communications, Business, or a related field, or equivalent professional experience.
Compensation Overview Target Base Salary Range: $100k - $125k USD
Variable Bonus: 10%
The compensation details listed represents a good-faith target range for this role. Actual pay at time of offer may vary based on a combination of factors including business needs, experience, skills, education, or location.
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