Director, Customer Marketing

Discovery Education

  • Charlotte, NC
  • Permanent
  • Full-time
  • 1 day ago
We are looking for a highly skilled Director, Customer Marketing to architect and lead the design of end-to-end lifecycle programs that deepen customer engagement, increase product adoption, and drive long-term growth. This newly created, high-impact leadership role is responsible for advancing the full customer journey—across onboarding, retention, expansion, and advocacy—for multiple product lines and audience segments. This role partners cross-functionally with Sales, Product, Partner Success, Growth Marketing, and Community teams to ensure every customer interaction is relevant, intentional, and value-driven. The ideal candidate brings a balance of strategic vision, data fluency, and execution excellence with a passion for driving measurable business impact through world-class customer experiences.In This Role You Will:Lifecycle Strategy & Framework Design
  • Build and lead a full-funnel customer lifecycle marketing framework that supports value delivery across onboarding, engagement, expansion, and renewal
  • Define lifecycle stages, journeys, personas, messaging priorities, and experience goals tailored to diverse customer segments
Program Development & Optimization
  • Launch and iterate programs that drive account engagement, product adoption, revenue growth, and customer satisfaction
  • Develop marketing playbooks and campaign strategies for lifecycle moments tied to expansion, cross-sell, and retention
Onboarding, Activation, & Engagement
  • Drive persona-based onboarding and activation flows through email, in-app messaging, and resource hubs
  • Identify usage patterns, milestone opportunities, and feature engagement triggers to promote deeper product adoption
Renewal & Retention Readiness
  • Collaborate with Customer Success to proactively mitigate churn through renewal-readiness communication and re-engagement strategies
  • Use product usage and sentiment data to identify at-risk accounts and tailor retention interventions
Cross-Functional Leadership
  • Partner across Marketing, Sales, Partner Success, and Product to align on lifecycle initiatives and ensure unified customer experiences
  • Lead recurring lifecycle performance reviews to share insights, highlight progress, and inform strategic priorities
Data-Driven Insights & Measurement
  • Leverage AI tools, product usage data, and customer behavior analytics to inform segmentation, targeting, and lifecycle optimizations
  • Identify journey bottlenecks and improvement opportunities; build KPIs, testing frameworks, and performance dashboards
Team Development & Enablement
  • Build and manage a high-performing Customer Lifecycle Marketing team with a focus on innovation and collaboration
  • Equip internal teams with resources and enablement assets that support scalable lifecycle execution
Community & Advocacy Integration
  • Serve as the strategic connector between lifecycle programs and customer advocacy/community initiatives
  • Identify key lifecycle moments (e.g., power-user milestones, renewal anniversaries) that align to community activation and recognition
Core Competencies for Success:
  • Lifecycle and customer marketing strategy
  • Data-driven decision making
  • Cross-functional collaboration and influence
  • Scalable program development
  • Customer engagement and experience design
  • Marketing automation and campaign measurement
  • Strategic thinking and executional clarity
  • Team leadership and enablement
Credentials and Experience:
  • 7+ years of experience in marketing, including 3+ years in customer lifecycle or customer marketing leadership roles (B2B SaaS or edtech preferred)
  • Proven ability to design and scale multi-product customer marketing strategies
  • Strong data acumen and familiarity with segmentation, intent signals, and journey analytics
  • Experience with platforms such as Marketo, Gainsight, Intercom, Iterable, and Pendo
  • Deep understanding of lifecycle KPIs and campaign measurement methodologies
  • Skilled communicator with empathy for users and a passion for customer success
  • Legal right to work in the United States
This role is designed to be hybrid. Preferably within driving distance of the Charlotte headquarters with flexibility to collaborate virtually and attend in-person planning sessions or customer events as needed. Candidates must be based in the United States and able to work across time zones with distributed teams.

Discovery Education