Customer Marketing Lead

About the role

The owns the strategic design and execution of all customer-facing narrative initiatives that fuel adoption and retention. This role serves as the central connector between raw customer success and measurable business outcomes, ensuring stories directly support revenue objectives. You will architect and own the end-to-end lifecycle of customer storytelling, from insight gathering to scaled distribution. The position demands fluency in both qualitative customer empathy and quantitative growth metrics to validate program impact. You will leverage emerging AI capabilities to amplify output while maintaining authentic human insight. Collaboration with Sales, Customer Success, and Revenue Marketing will ensure a unified voice that accelerates deal velocity and product loyalty. You will establish repeatable processes for turning customer interactions into strategic assets that de-risk buying decisions. Ultimately, this role is responsible for proving the revenue and retention impact of customer marketing through documented proof points and advocacy.

Key facts

What you'll do

• Architect and maintain a centralized library of case studies, testimonials, and data-backed narratives that sales teams can deploy at any stage of the buyer journey.
• Establish a systematic methodology for identifying, nurturing, and activating customer advocates to participate in events, ABM campaigns, and peer-to-peer reference networks.
• Design and conduct in-depth customer interviews to extract actionable insights, translating qualitative feedback into strategic recommendations for Product, Growth, and Revenue Marketing.
• Create detailed mappings that align specific customer proof points with target buyer personas and distinct phases of the sales cycle to optimize relevance.
• Integrate and utilize AI tools strategically to scale storytelling operations, automate content variations, and synthesize insights from large volumes of customer data.
• Partner closely with Sales, SDRs, and Customer Success teams to streamline the reference acquisition process and improve key deal conversion metrics.
• Define, track, and report on critical KPIs including Net Revenue Retention, product adoption rates, and customer retention indicators to guide program optimization.
• Develop advanced storytelling frameworks that clearly articulate customer value, addressing specific pain points and desired outcomes for executive stakeholders.
• Mentor and lead a high-performing marketing team, fostering a culture of excellence, continuous learning, and data-driven decision making.
• Evaluate and adopt emerging AI agents and automation workflows to enhance daily marketing tasks, reducing manual effort and increasing strategic impact.
• Establish strong, trust-based relationships with executive sponsors and customer champions to secure ongoing support and access to high-profile references.
• Drive the creation of tailored content for different audience segments, ensuring messaging consistency while addressing unique contextual needs.
• Analyze competitive positioning through the lens of customer stories, identifying opportunities to highlight unique value and differentiation.
• Implement governance processes for content approval, ensuring that all customer-facing materials meet brand, legal, and compliance standards efficiently.

Requirements

• Possess 7-10+ years of cumulative experience in B2B SaaS customer marketing or lifecycle marketing roles with demonstrable impact.
• Demonstrate a proven track record of building and scaling customer advocacy programs that measurably drive retention, expansion, and adoption.
• Show deep expertise in navigating the post-sale customer journey and articulating how marketing initiatives influence renewal and expansion outcomes.
• Have hands-on experience setting, monitoring, and reporting on KPIs directly tied to Net Revenue Retention, product adoption, and long-term retention goals.
• Exhibit strong storytelling and executive-level writing capabilities, with the ability to synthesize complex information into compelling narratives that influence decision-makers.
• Display a history of successfully leading, developing, and mentoring other marketing professionals across functions and seniority levels.
• Embrace a native proficiency in using AI tools and agentic systems to enhance daily marketing workflows, automate repetitive tasks, and generate insights.
• Consistently build and maintain long-term strategic relationships with executive stakeholders and customer champions to secure ongoing advocacy.

Nice to have

• Hands-on experience operating within a dual-motion SaaS environment that successfully combines self-serve and sales-led motion strategies.

Skills & tools

• Strategic B2B SaaS lifecycle planning
• Advanced data-driven marketing analytics
• Comprehensive customer advocacy program management
• AI-powered marketing workflows and agentic tool proficiency
• Expert cross-functional stakeholder management

Practical notes

• Paddle operates as a digital-first company, offering remote work options or access to regional hubs.
• Benefits include unlimited holidays and 4 months of paid family leave.
• The company provides an annual learning fund and ongoing professional development training opportunities.
• Reasonable accommodations are available for the application process and workplace; please reach out if specific support is required to participate.