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Customer Marketing Manager
2 months ago
We're seeking a Customer Marketing Manager to join our Marketing team in Montreal.
As a key member of the Marketing team, the Customer Marketing Manager is a revenue-driving marketer primarily responsible for extracting value from our customer base and driving retention. This position directly benefits sales and marketing teams by increasing customer advocacy, identifying cross-sell and up-sell opportunities, and increasing loyalty and retention.
This role requires excellent project management and creative marketing skills, high energy, and a can-do attitude to engage and motivate both the sales and marketing teams. You are a personable, outgoing marketer who will act as a liaison between customers and the rest of the organization. While you need to be able to work independently, you also know the importance of collaborating with other departments or functions to create an incredible customer experience and reach business goals.
This is a very high visibility role, with room to grow in terms of seniority and global outlook, once positive ROI and stakeholder feedback is delivered.
What you'll be doing:
The responsibilities of the position are two-fold; strategic and tactical:
Strategic Responsibilities:
- Develop an understanding of the Lightspeed customer base, product offerings, and tiering systems to develop a customer expansion roadmap that identifies and focuses on a few high-impact strategic projects
- Identify opportunities to upsell and cross-sell Lightspeed products to the right segment at the right seasonal time
- Build rapport with customers to increase renewals, referrals, and community
- Production of on-brand and on-message marketing materials which enable the Account Management team to effectively communicate with customers ensuring continued education and success throughout the relationship lifecycle
- Identifying key customers per segment that can act as marketing ambassadors and success stories through case studies, events, speaking opportunities, etc.
- Together with the Product Marketing team, map the customer journey to determine how and when to reach customers in ways that drive adoption and advocacy.
- Plan, execute, and analyze marketing programs for customer segments through a variety of channels, including integrated marketing campaigns, email, webinars, direct mail, and account-based marketing tactics focused on lead generation and building the sales pipeline
- With the help and feedback from Account Managers, translate the programs into industry-specific customer marketing roadmaps and share them for visibility
- Share product/customer feedback given with Product Management and Marketing team
- Target and reach out to happy customers and develop customer and success stories that will support advocacy, referrals, and sales enablement
- Extract value (in terms of monetization and brand awareness) from Lightspeed mergers & acquisitions and their product offerings (eg. NuOrder), through co-selling and co-marketing campaigns.
- Strategize and execute against in-person events for existing customers, lead community engagement initiatives and support webinars.
- Segment effectively – tailor and customize campaign-specific microsegments to persuade and influence specific customer clusters
- Cultivate renewals – collaborate with peers and contribute to programs that reinforce behaviors correlating with renewals, including in-product support, phone or email-based support, training attendance, and product adoption
- Develop a deep understanding of our different retail and hospitality customers, their pain points, and motivations.
- Leading the development and execution of integrated marketing campaigns, email, webinars, direct mail, and account-based marketing marketing programs, including audience segmentation, A/B testing, deployment, and ongoing optimization.
- Oversee the utilization and effectiveness of our customer marketing tools, ensuring they are leveraged to their full potential to drive campaign success.
- Work with data sets to create segments, perform queries, and generate reports that enhance campaign targeting and effectiveness.
What you need to bring:
We're looking for a candidate who has experience with the following:
- Bachelor of Arts/Bachelor of Science in Business, Marketing, or a related field.
- Minimum 3-5+ years of full-time marketing experience
- Commercial acumen and ability to strategize and deliver revenue-driven marketing results
- Experience partnering with Customer Experience, Account Management, and Product Marketing teams to coordinate, communicate, and deliver promos and campaigns that resonate with customers along their lifecycle
- Must be a self-starter who excels at multitasking and thrives in a fast-paced environment
- Excellent time management skills with the ability to prioritize and shift workload to meet deadlines
- Proficiency with marketing automation systems and CRMs (preferably Salesforce Pardot)
Nice to have:
- Experience working in Tech/SaaS companies
Interested in joining us? Apply now
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