This is an exciting opportunity to play a critical role in strengthening customer relationships and driving long-term business success across the full customer journey. If you are a strategic marketer with a passion for customer engagement, retention, and growth, we encourage you to apply !
The Role
The Senior Marketing Manager, Customer Lifecycle will own the strategy and execution of programs that support customers at every key stage of their journey with McLean & Company - from onboarding and product adoption, through advocacy, awards, referrals, growth, and retention of at-risk accounts. This role is responsible for building an integrated lifecycle marketing approach that deepens engagement, reinforces brand loyalty, increases customer lifetime value, and reduces churn.
This position requires a strategic, results-driven marketer with a passion for customer engagement, storytelling, and program execution. The ideal candidate will collaborate cross-functionally with sales, delivery teams, and other key partners to ensure an integrated and seamless customer experience across the entire lifecycle.
Key Responsibility Areas
As a Senior Marketing Manager, you will be responsible for -
Customer Onboarding & Product Adoption
- Design and lead onboarding programs and communications that accelerate time-to-value for new customers.
- Partner with sales and product teams to build adoption campaigns that drive usage of key features and deepen engagement.
- Develop lifecycle communications (email, in-app, content) that guide customers through key adoption and engagement milestones.
Customer Advocacy & Awards Program
- Develop and execute a comprehensive customer advocacy strategy that increases customer engagement and reinforces brand loyalty.
- Manage, and scale the customer awards program to recognize and celebrate customer success stories.
- Identify and nurture customer advocates, creating opportunities for them to participate in case studies, testimonials, events, and peer networking initiatives.
- Work closely with sales and delivery teams to identify high-value customers for advocacy opportunities.
- Collaborate with the broader marketing team to create compelling advocacy content that can be leveraged across multiple channels, including digital, events, and social media.
Customer Referral Program
- Develop and scale a customer referral program that leverages engaged advocates to drive high-quality, net-new opportunities aligned with overall growth objectives.
- Partner closely with sales to identify referral-ready customers, define clear referral pathways, and ensure referrals are positioned and tracked as a core extension of customer advocacy.
Customer Growth
- Develop and implement customer growth initiatives that encourage expanded product adoption and drive expansion within existing accounts.
- Work closely with sales to align growth initiatives with business goals.
Customer At-Risk & Retention
- Identify at-risk customers using usage data, support signals, and satisfaction metrics, and develop proactive retention strategies.
- Partner with customer success and sales to design and execute save and win-back programs for at-risk accounts.
- Track churn indicators and retention metrics, refining programs to reduce attrition and protect customer lifetime value.
Program Management & Measurement
- Track and analyze key performance metrics across all lifecycle programs, using insights to refine strategies and maximize effectiveness.
- Serve as a key liaison between marketing, sales, and customer success teams to ensure lifecycle efforts align with broader business goals.
- Lead and manage a team of two shared marketing resources, acting as a project manager and effectively allocating their time and skills across initiatives based on business priorities.
Competencies / Key Selection Criteria
Education & Experience
- BS/MS degree in marketing, communications, or a related field.
- 7-10 years of experience in B2B marketing, customer engagement, or lifecycle/advocacy roles.
- Experience managing customer lifecycle programs such as onboarding, adoption, advocacy, awards, referral, growth, or retention programs.
Skills & Abilities
- Strong ability to build and nurture customer relationships, with a passion for amplifying customer success.
- Proven experience developing and executing integrated marketing campaigns across the customer journey.
- Ability to manage and prioritize multiple initiatives while collaborating with various partners.
- Strong storytelling and content creation skills, with experience developing case studies and testimonials.
- Excellent written and oral communication skills.
- Analytical mindset with the ability to measure program success, interpret churn/retention data, and iterate based on insights.
- Experience managing and mentoring team members, ensuring effective resource allocation.
- Familiarity with CRM and marketing automation tools (Salesforce, HubSpot, Marketo, or similar).
- Creative problem-solving skills, with the ability to think outside the box and drive innovative marketing strategies.
- Exceptional organizational skills with a keen ability to manage competing deadlines and complex projects while staying focused on key objectives.
- Ability to adapt quickly to changing priorities and thrive in a dynamic, high-energy work environment.
- Language Skills: Bilingual proficiency in French, Spanish or German is good to have to support our diverse client base across North America and globally.
McLean & Company, a division of Info-Tech Research Group of companies is an equal opportunity employer committed to diversity and inclusion and does not discriminate on the basis of any legally protected status or characteristic including Minority/Female/Sexual Orientation/Gender Identity/Disability/Veteran and are pleased to consider all qualified applicants. To that end, upon request, ITRG will ensure, to the extent possible, that accommodation be made available to applicants throughout the recruitment and hiring process.
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