The Senior Customer Marketing Manager is responsible for developing scalable marketing programs that help customers realize greater value from Hootsuite throughout their lifecycle.
Working closely with the Customer Office, and across other areas of the business, this role translates customer insights, lifecycle priorities and business opportunities into targeted campaigns, content and experiences that support adoption, retention, expansion and advocacy. Reporting to the Chief Marketing Officer, this is a senior role for a strategic, hands-on marketer who can build the customer marketing function while also delivering programs. The successful candidate will bring structure to how Hootsuite communicates with customers, create stronger connections between customer engagement and commercial outcomes, and ensure that customer marketing is more than an execution resource for other teams. Based out of Toronto or Vanocouver, you will report into the Chief Marketing Officer.
WHAT YOU'LL DO- Develop and execute an integrated customer marketing strategy that drives customer adoption, engagement, retention, expansion, and advocacy across the customer lifecycle.
- Synthesize complex customer insights, behavioral data, and business priorities into scalable marketing strategies, targeted marketing programs, customer journeys, and campaigns tailored to different customer segments, personas, and stages of maturity.
- Create and manage the customer marketing roadmap, aligning cross-functional initiatives across lifecycle campaigns, product launches, customer education, renewal initiatives, and expansion opportunities.
- Partner with Customer Success, the Customer Office, Product Marketing, and Account Management to deliver scalable programs that increase product adoption, strengthen customer engagement, and reinforce business value.
- Design and execute customer communications, educational content, webinars, and campaigns that improve onboarding, activation, re-engagement, renewal readiness, and long-term customer success.
- Develop customer expansion programs that promote relevant products, features, and use cases through value-driven messaging, supporting cross-sell and upsell opportunities while enhancing the customer experience.
- Build and manage a scalable customer advocacy program, including customer stories, testimonials, references, reviews, advisory board content, and other advocacy initiatives that amplify customer success across marketing and sales channels.
- Establish performance measurement frameworks and reporting to evaluate customer engagement, adoption, retention, advocacy, expansion, and marketing influence, using insights to continuously optimize program effectiveness.
- Partner with Revenue Operations to improve customer segmentation, campaign targeting, data quality, attribution, and reporting, ensuring marketing decisions are supported by meaningful customer insights.
- Drive cross-functional planning with a wide range of stakeholders across Hootsuite - including Product Marketing, Lifecycle Marketing, Content, Creative, Digital, Events, Communications, Customer Success, and the Customer Office - to deliver cohesive, customer-centric experiences across all touchpoints.
- Bring customer insights, feedback, and program performance back into the Marketing organization to influence messaging, content strategy, campaign planning, and future customer experience initiatives.
- Perform other related duties as assigned
WHAT YOU'LL NEED- 12+ years of experience in B2B marketing, with significant experience in customer marketing, lifecycle marketing, growth marketing or customer engagement.
- Experience developing programs that support product adoption, retention, expansion and customer advocacy.
- A strong understanding of the B2B SaaS customer lifecycle and the roles of Customer Success, Account Management, Product Marketing and Revenue Operations. Demonstrated ability to translate customer data, insights and business priorities into practical marketing programs.
- Collaboration and Teamwork: works with others to deliver results, meaningfully contributing to the team and prioritizing team needs over individual needs
- Process/Project Management: skilled at figuring out and managing the processes and timelines necessary to get work accomplished
- Resilience & Adaptability: can effectively cope with change, finding ways to advance work and projects
- Decision Making: consistently chooses the best course of action (from a number of alternatives) to address business problems and/or opportunities
- Open Communication: clearly conveys thoughts, both written and verbally, listening attentively and asking questions for clarification and understanding
WHO YOU ARE- Solution seeker: You're focused on tackling new challenges, solving problems, and moving the business forward-and you don't wait to be asked.
- Lifelong learner: You have a growth mindset - you're here to learn, experiment, seek, apply, and provide feedback, share what works with your team, and move on from what doesn't.
- Resilient adapter: In the face of change and challenges, you bring a thoughtful, calm approach, and a focus on finding the new opportunity.
- Intentional collaborator. You build positive working relationships across the business, bringing people together to foster new opportunities and to facilitate the efficient flow of information.
- Critical challenger: You have the trust in your team to ask difficult questions in order to get to the best end result.
- Active communicator: You listen actively and communicate ideas and information clearly, inclusively, and proactively.
- Integrated thinker: You look beyond your role and responsibilities to understand how your team's work drives broader organizational goals.
- Accountable owner: You take pride in the work you're responsible for with a mindset of ultimate accountability and reliability for the outcomes.
- Bar-raiser: You step up to help your team grow and succeed, even when that means going beyond what might be expected.
Canada Pay Range For This Role
$116,100-$162,700 CAD
