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 recent 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 re

📌 Customer Marketing Manager (Calgary)
🏢 Directive
📍 Calgary