Customer Marketing Manager (Remote Canada)

About Directive

At Directive, we’re a remote-first team of performance marketers obsessed with driving measurable growth for B2B SaaS and tech companies. We believe in data-backed strategy, radical accountability, and world-class execution across every channel — Paid Media, SEO & Content, CRO, Creative, and RevOps.

We’re building the next era of integrated marketing leadership, where creativity meets commercial discipline. Join us as we elevate how client strategy, retention, and growth are delivered at scale.

Role Summary

We’re hiring a Customer Marketing Manager to turn customer relationships into measurable retention, advocacy, and revenue growth. You’ll join Directive’s internal marketing team and build programs across three connected pillars: customer advocacy, lifecycle marketing, and expansion.

In this role, you’ll bring customer success stories to market, create campaigns that strengthen engagement and retention, and uncover opportunities to grow existing accounts. You’ll also reconnect with customer champions as they move between companies, activate referral and reference programs, and own targeted campaigns that support broader demand generation efforts. At Directive, everything ladders up to business outcomes, and your programs will be a major contributor to pipeline and revenue.

We’re looking for a marketer who can connect strategy with hands-on execution. You should be as comfortable interviewing a customer and writing a compelling case study as you are building a segmented campaign, managing marketing technology, and reporting on pipeline and revenue. If you love understanding what makes customers successful and translating that insight into growth, this role is built for you.

Key Responsibilities

Build and own the customer marketing strategy. Develop a coordinated plan across advocacy, lifecycle engagement, and expansion, with clear priorities, campaign calendars, and measurable business outcomes.

Own customer advocacy and social proof. Build a repeatable process for identifying customer advocates and turning their results into case studies, testimonials, reviews, references, and customer stories that support marketing and sales.

Lead customer lifecycle campaigns. Develop targeted communications and thoughtful gifting programs that reinforce the value of clients’ partnerships, introduce relevant services, and deepen engagement throughout the customer journey.

Turn past relationships into new opportunities. Use signal tracking software to identify job changes and other buying signals, then build targeted campaigns to reconnect with customer champions, past customers, and relevant contacts when new opportunities arise.

Support retention, expansion, and partner growth. Partner with client services and sales to identify engagement gaps, surface cross-sell and upsell opportunities, and build campaigns that support renewals and account growth. Use shared account insights and relationship signals to identify opportunities for referrals, introductions, and coordinated outreach between Directive and our partners.

Activate account overlap insights through the account mapping software and customer and partner overlap data to identify warm introductions and opportunities for coordinated account engagement.

Build and maintain a network of customer advocates who can speak to Directive’s impact. Match references to relevant sales opportunities, coordinate participation, and keep requests thoughtful and manageable for customers.

Build and grow the customer referral program, making it easy and rewarding for brand champions to introduce new business to Directive. Develop referral campaigns, manage incentives and follow-up, and track their contribution to pipeline and revenue.

Own targeted outreach and nurture campaigns that engage customer champions, past customers, and relevant prospects, while supporting additional demand generation programs as business priorities evolve.

Success Metrics (KPIs)

Net Revenue Retention (NRR)

Customer marketing-sourced and influenced expansion pipeline and revenue

Customer advocate participation and production of case studies, testimonials, and reviews

Customer reference participation and influence on sales opportunities

Lifecycle campaign engagement and conversion rates

Retention, renewal, and satisfaction outcomes are shared with client services; this role is accountable for the marketing programs that contribute to them.

Who You Are

Experience & Background

Proven experience in customer marketing, lifecycle marketing, or a closely related growth role, with ownership of programs tied to retention, advocacy, or expansion.

Experience marketing to B2B audiences, ideally within an agency, professional services business, or B2B SaaS company.

A track record of working on customer advocacy programs and producing compelling case studies, testimonials, or sales enablement content.

Hands-on experience developing segmented email campaigns and nurture programs, from audience selection and copywriting through execution and reporting.

Experience partnering with sales and client-facing teams to translate customer insight into campaigns and revenue opportunities.

Comfort working across Salesforce, HubSpot, marketing automation, and sales engagement platforms. Familiarity with signal tracking and account mapping software is a plus.

Core Competencies

Customer storytelling: You ask thoughtful questions, uncover meaningful results, and write clear, credible stories that make the customer’s success tangible.

Lifecycle strategy: You understand how audience, timing, and messaging work together to strengthen relationships and move people toward a relevant next step.

Commercial thinking: You connect marketing activity to retention, pipeline, and revenue, and prioritize work based on its potential business impact.

Operational execution: You build buy-in across the company, align leaders and teams around shared goals, and turn ideas into coordinated, repeatable programs.

Measurement and experimentation: You establish clear goals, interpret performance data, and test ways to improve results.

Cross-functional collaboration: You build trust with customers and internal teams, manage competing priorities, and keep work moving.

Cultural Fit & Traits

You take ownership of outcomes and follow through on the details.

You’re curious about customers’ businesses and motivated by helping them succeed.

You combine creative judgment with an analytical mindset.

You’re comfortable building repeatable processes while staying hands-on with execution.

You communicate directly, welcome feedback, and work independently in a remote environment.

You put the team’s success first. We work as one marketing team, with shared goals and flexible responsibilities. You take ownership of your work, jump in where you can make an impact, and collaborate across functions to drive pipeline and revenue together.

You use AI thoughtfully to support research, personalization, and execution while maintaining accuracy and a natural human voice.

What We Offer:

🏠 We have a set living wage at Directive; the actual salary may vary based on Directive's compensation practices, job related skills, and depth of experience.

🙏 Medical, dental, vision plans, disability, and life insurance coverage for you and your family that fit your lifestyle

Including a 100% employer-paid plan for you and a 50% employer contribution for your dependents (US, CAD, MX)

Benefits to Support the Whole Person:

🧠 Mental - Access to certified therapists through Spring Health , membership to Headspace

💪 Physical - Physical therapy through Omada, thousands of Aaptiv virtual workouts , complimentary One Medical membership for primary and virtual care

🛫 T ime Off - Unlimited PTO (2-week minimum), Paid Company Holidays, Your Birthday Off, End of Year Recharge (Closed December 24 - January