Director of Customer Marketing & Advocacy at Culture Amp

About the Role:
As the Director of Customer Marketing at Culture Amp, you will take a strategic leadership role in shaping and executing our customer marketing vision. You will lead initiatives that enhance customer advocacy, drive expansion, and boost retention across our global customer base. This role requires a seasoned customer marketing leader with deep experience in SaaS customer marketing. This is a critical role where you’ll work cross-functionally with regional and global marketing, with customer experience, sales, and product teams to create and execute impactful customer-centric campaigns.This position can be performed from our San Francisco or Chicago hubs

Strategic Leadership

• Develop and lead the overarching customer marketing strategy, ensuring alignment with Culture Amp’s business objectives and growth goals.
• Drive cross-functional collaboration with product, customer success, sales, and operations to ensure a unified approach to customer experience and success.

Customer Expansion

• Oversee the development of advanced segmentation (ABM) strategies to target expansion opportunities within the customer base.
• Create and lead high-impact marketing campaigns designed to increase product adoption, cross-sell, and upsell across diverse customer segments. - Leverage customer insights and data analytics to refine messaging and campaigns, maximizing their relevance and effectiveness.

Customer Retention

• Lead the design and execution of proactive customer retention programs aimed at minimizing churn and maximizing customer lifetime value.
• Implement advanced predictive analytics to identify at-risk customers and develop tailored engagement strategies to re-engage them. - Collaborate with the customer success team to refine and enhance the customer journey, ensuring a seamless and value-driven experience from onboarding through renewal.

Customer Advocacy

• Develop and lead customer advocacy programs that turn satisfied customers into brand ambassadors.
• Build and nurture a community of customer advocates through initiatives like case studies, testimonials, user groups, and customer advisory boards. - Work closely with the customer success and product teams to identify and engage key customer advocates for speaking opportunities, webinars, and events.

Content and Communication

• Guide the creation of content that supports every stage of the customer lifecycle, from onboarding to advocacy.
• Oversee the development of customer communication strategies, ensuring timely and effective dissemination of key updates, product launches, and success stories. - Ensure that all customer-facing content aligns with Culture Amp’s brand voice and values.

Measurement and Reporting

• Define and track key performance indicators (KPIs) related to customer advocacy, expansion, and retention.
• Provide regular reporting and insights to senior leadership on the impact of customer marketing initiatives. - Continuously refine strategies based on performance metrics, customer feedback, and market trends.

Team Leadership

• Build, mentor, and lead a high-performing customer marketing team, fostering a culture of innovation, collaboration, and accountability.
• Develop talent within the team, providing opportunities for professional growth and ensuring that team members have the skills and resources needed to excel.

Skills and Qualifications:

• 10+ years of customer marketing or similar experience, preferably in a SaaS environment. Global experience in APAC (Australia), EMEA, and North America is required.
• Proven success in leading large-scale customer advocacy, retention, and expansion programs, with a strong track record of driving measurable business outcomes.
• Deep understanding of SaaS customer and product data to identify the optimal paths for engagement and adoption. - Exceptional communication and interpersonal skills, with the ability to influence and inspire internal and external stakeholders.
• Demonstrated ability to build and nurture enduring relationships with enterprise customers, from HR practitioners to c-suite leadership/executives, globally.
• Strong interpersonal and relationship-building skills to engage and collaborate with stakeholders and achieve a shared path forward to a defined vision.
• Results-oriented. Prioritize, plan, coordinate, track, and evaluate projects, programs, and processes with a strong emphasis on tracking and delivering business goals.
• Experience with marketing automation platforms, customer relationship management systems, and analytics tools (SFDC, Hubspot, 6Sense, BI platforms like Looker).
• Strategic thinker with the ability to influence and drive cross-functional initiatives
• Strong leadership skills with experience building and managing teams.
• Deep analytical mindset with experience in measuring impact across channels and multivariate testing
• Passionate about customer success and committed to building long-term relationships.