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Customer Marketing Manager
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About the Company
Our client is a fast-growing global EdTech business with millions of users worldwide. Through a combination of technology, AI-powered learning, and engaging educational content, the company helps individuals and organisations develop skills and achieve better learning outcomes. As part of a larger international organisation, the business continues to invest heavily in product innovation, customer experience, and growth across global markets.
About the Role
We're looking for a hands-on Senior B2B Customer Marketing Manager to own the marketing strategy and execution that drives customer engagement, adoption, retention, and renewals across an established B2B customer base. Working closely with Customer Success, Sales, Product, and Marketing teams, you'll develop lifecycle and retention strategies that maximise customer value and support long-term revenue growth. This role sits alongside a demand generation function but focuses specifically on the post-sale customer journey, ensuring customers remain engaged, active, and successful throughout their lifecycle.
Responsibilities
Lifecycle & Retention Marketing
- Own the customer marketing calendar across onboarding, adoption, engagement, and renewal stages.
- Build and execute lifecycle campaigns using HubSpot, including segmentation, workflow creation, automation, and reporting.
- Develop targeted retention initiatives designed to improve engagement and renewal outcomes.
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Learner & User Engagement
- Create engagement and re-engagement campaigns for end users within customer accounts.
- Partner with Product and Customer Success teams to identify low-engagement audiences and develop strategies to increase adoption.
Renewal & Retention Programmes
- Develop renewal-focused marketing campaigns ahead of contract expiry dates.
- Work with Customer Success teams to identify at-risk accounts and create targeted interventions.
- Support broader retention objectives through data-driven customer marketing activities.
Reporting & Insights
- Track campaign performance and customer engagement metrics.
- Monitor adoption, retention, renewal, and customer health indicators.
- Provide insights and recommendations to improve customer engagement and lifecycle performance.
Customer Enablement
- Build and manage a self-service customer enablement hub from the ground up.
- Create and maintain customer-facing resources, guides, and support materials.
- Coordinate customer education initiatives, engagement campaigns, and adoption programmes.
Customer Advocacy
- Identify opportunities for case studies, testimonials, customer references, and speaking engagements.
- Support the growth of a customer advocacy programme by leveraging highly engaged accounts.
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Cross-Functional Collaboration
- Work closely with Customer Success, Sales, Product, and Marketing teams.
- Share engagement and adoption insights that may support retention and account growth opportunities.
Required Skills
- 5+ years of hands-on HubSpot experience.
- Proven ability to build workflows, automations, segmentation, reporting, and lifecycle campaigns.
- Experience with customer engagement platforms such as Braze or similar tools is advantageous.
- Experience partnering with Customer Success, Sales, and Product teams.
- Comfortable translating customer insights into effective marketing initiatives.
- Strong written communication skills.
- Experience creating customer-facing content including enablement materials, case studies, and customer communications.
- Comfortable creating new processes, campaigns, workflows, and programmes with limited existing structure.
- Self-starter mindset with the ability to build and scale initiatives independently.
Preferred Skills
- Additional European language skills are beneficial but not essential.
- Highly organised with strong project management capabilities.
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