Customer Marketing Lead

Paddle•Toronto, ON

11d•Hybrid

About The Position

Paddle is seeking a Customer Marketing Lead to spearhead customer storytelling, advocacy, and community-building initiatives. This role is crucial for supporting both the Product-Led Growth (PLG) and sales-led strategies by transforming customer success into scalable proof and customer engagement into long-term advocacy. The Lead will be responsible for developing impactful customer stories, commercial insights, and references, while also fostering community connections to fuel events, Account-Based Marketing (ABM), campaigns, and content. A key aspect of this role involves acting as a conduit for customer insights, gathering and relaying feedback from engaged customers to influence Go-To-Market (GTM) strategy, messaging, and product development. The position requires collaboration across marketing, sales, product, and customer success teams to ensure the customer's voice is effectively utilized to drive growth.

Requirements

7-10+ years of experience in customer marketing, lifecycle marketing, or closely related B2B SaaS disciplines, with clear ownership of post-sale outcomes such as adoption, retention, or expansion.
A track record of building and scaling programs that demonstrably improve advocacy, product adoption, and customer engagement.
Deep expertise in post-sale lifecycle strategy, understanding the customer journey from onboarding to renewal and how marketing influences outcomes at each stage.
Demonstrated ability to define strategy, set direction, and influence senior stakeholders across Product, CS, and Revenue.
A data-driven mindset with experience setting program KPIs tied to Net Revenue Retention (NRR), adoption, and retention using analytics, product signals, and behavioral data to prioritize activity and report ROI to senior leadership.
Exceptional marketing writing and storytelling skills, capable of crafting compelling customer narratives and designing retention strategies.
Experience leading or mentoring marketing practitioners and raising the quality bar within a function.
A genuinely AI-native approach to the craft, actively using AI tools and agents in day-to-day work and understanding how they can reshape customer marketing.
Experience building or deploying AI-powered workflows within a marketing function (e.g., content generation pipelines, automated insight synthesis, agent-assisted lifecycle triggers).
Comfort working with emerging agentic tools and the ability to evaluate, embed, and champion new AI capabilities.
A customer-centric mindset and the ability to build trusted, long-term relationships with senior customer stakeholders, including executive sponsors and champions.

Nice To Haves

Experience in a dual-motion SaaS business (PLG + sales-led) with exposure to both self-serve and commercial customer marketing.

Responsibilities

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.
Create and map proof points for both deal support and scaled motions, delivering tailored stories for different personas, stages, and regions.
Establish a system to track, manage, and activate customer references and advocates across sales, marketing, and product initiatives.
Conduct customer interviews, identify patterns, and share insights with Product Marketing, Growth, and Revenue Marketing teams to refine ICP understanding, campaign messaging, and product prioritization.
Recruit customers for panels, webinars, advisory groups, or peer-to-peer interactions for events, campaigns, or outbound ABM plays.
Utilize AI tools to accelerate opportunity identification and increase the velocity of storytelling at scale.