Customer Marketing Lead

What You'll Do

• Customer Proof Points: Build and maintain a library of case studies, quotes, short-form stories, and stat packs to support GTM campaigns, PLG sign-up flows, and sales conversations.
• Sales & PLG Story Enablement: Create and map proof points for both deal support and scaled motions.
• Deliver tailored stories for different personas, stages, and regions.
• Reference & Advocacy Program: Stand up a system to track, manage, and activate customer references and advocates across sales, marketing, and product initiatives.
• Customer Insights & Feedback Loops: Conduct interviews, surface patterns
• share insights with Product Marketing, Growth
• Revenue Marketing to sharpen ICP understanding, campaign messaging
• product prioritisation.
• Event & Campaign Activation: Recruit customers for panels, webinars, advisory groups, or peer-to-peer moments as part of events, campaigns, or outbound ABM plays.
• AI-Enabled: Use AI tools to accelerate opportunity identification and increase the velocity of storytelling at scale.
• Where You’ll Collaborate Revenue Marketing: Provide proof points that strengthen GTM narratives, campaigns, and thought leadership programs.
• Product Marketing: Align customer stories with key personas, use cases, and positioning themes for both motions.
• Demand Gen & ABM: Support targeted campaigns with customer stories and references by vertical, segment, or account tier.
• Growth: Surface stories that resonate with PLG users and support conversion across onboarding, feature adoption, and lifecycle messaging.
• Customer Success: Partner to identify happy customers, manage outreach, and maintain long-term relationships with top accounts.
• Sales & SDRs: Deliver reference content, customer logos, and customer call opportunities that improve close rates and accelerate deals.
• We'd love to hear from you if you have: 7-10+ years of experience in customer marketing, lifecycle marketing
• closely related B2B SaaS disciplines, with clear ownership of post-sale outcomes such as adoption, retention
• expansion A track record of building and scaling programs that demonstrably improve advocacy, product adoption
• customer engagement not just content libraries or asset counts Deep expertise in post-sale lifecycle strategy: you understand the customer journey from onboarding to renewal and know how marketing can influence outcomes at every stage Demonstrated ability to define strategy, set direction
• influence senior stakeholders across Product, CS
• Revenue A data-driven mindset with experience setting program KPIs tied to NRR, adoption
• retention using analytics, product signals
• behavioural data to prioritise activity and report ROI to senior leadership Exceptional marketing writing and storytelling skills: you can craft a compelling customer narrative as readily as you can design a retention strategy * Experience leading or mentoring marketing practitioners and raising the quality bar within a function * A genuinely AI-native approach to the craft: you actively use AI tools and agents in your day-to-day work and have strong opinions about how they should reshape customer marketing from research and writing to personalisation and signal monitoring * Experience building or deploying AI-powered workflows within a marketing function: content generation pipelines, automated insight synthesis, agent-assisted lifecycle triggers
• similar * Comfort working with emerging agentic tools and the ability to evaluate, embed
• champion new AI capabilities as the landscape evolves * A customer-centric mindset and genuine ability to build trusted, long-term relationships with senior customer stakeholders, including executive sponsors and champions Bonus: Experience in a dual-motion SaaS business (PLG + sales-led) with exposure to both self-serve and commercial customer marketing Everyone is welcome at Paddle At Paddle, we're committed to removing invisible barriers, both for our customers and within our own teams.
• We recognise and celebrate that every Paddler is unique and we welcome every individual perspective.
• As an inclusive employer we don't care if, or where, you studied, what you look like or where you're from.
• We're more interested in your craft, curiosity, passion for learning and what you'll add to our culture.
• We encourage you to apply even if you don't match every part of the job ad, especially if you're part of an underrepresented group.
• Please let us know if there's anything we can do to better support you through the application process and in the workplace.
• We will do everything we can to support any accommodations needed.
• We're committed to building a diverse team where everyone feels safe to be their authentic self.
• Our Values Paddle Together - "None of us, is as smart as all of us" Paddle Simply - "Simple can be harder than complex: you have to get your thinking clean to make it simple" Paddle for others - "We can realise our wildest dreams, so long as we help enough other people to realise theirs" Why you'll love working at Paddle We are a diverse, growing group of Paddlers across the globe who pride ourselves on our transparent, collaborative and respectful culture.
• We are a 'digital-first' company, which means you can work remotely, from one of our stylish hubs, or even a bit of both!
• We offer all team members unlimited holidays and 4 months paid family leave regardless of gender.
• We invest in learning and will help you with your personal development via constant exposure to new challenges, an annual learning fund, and regular internal and external training.