Director, Customer & Partner Marketing

SOCi•Vancouver, BC

6d•Remote

About The Position

The Director, Customer & Partner Marketing owns the strategy and execution of marketing programs that drive customer expansion—including cross-sell, upsell, and account growth—generate partner-sourced pipeline, and support retention. The role serves SOCi customers, including multi-location brands, franchise organizations, and property businesses, and partners, including agencies, technology providers, and resellers. Working closely with Account Management, Customer Success, Partnerships, Sales, and Product Marketing, the Director develops targeted, data-driven campaigns that engage customer buying groups, create demand for additional SOCi solutions, and reinforce customer value. The role aligns with Sales, Account Management, and Customer Success leaders to prioritize limited marketing resources against expansion and partner pipeline targets. It balances strategic planning, hands-on execution, and revenue accountability, with a strong emphasis on AI, automation, and data. The Director directly manages two Demand Generation Managers and a Marketing Coordinator.

Requirements

8+ years of B2B SaaS marketing experience, with a strong background in customer growth, demand generation, or account-based marketing.
5+ years in customer, expansion, or channel/partner marketing, including experience working with agency, technology, or reseller partners.
3+ years of people management experience, with demonstrated success developing high-performing teams.
Proven track record of developing marketing programs that generate measurable pipeline and revenue, particularly through customer cross-sell and upsell initiatives.
Experience executing integrated, account-based, and retention-focused marketing programs targeting complex B2B buying groups.
Strong proficiency in marketing automation and CRM platforms such as Marketo and Salesforce, and data-driven performance optimization; hands-on experience building AI-enabled marketing workflows.
Strong analytical, communication, and cross-functional leadership skills, with the ability to translate strategy into measurable results.
Proven ability to align with Sales and Customer Success leadership and prioritize limited resources against competing demands.
Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent experience.

Nice To Haves

Experience marketing to multi-location, franchise, or local-business customers, or within a martech/agency ecosystem.

Responsibilities

Develop and execute customer marketing strategies that generate expansion pipeline, accelerate cross-sell and upsell opportunities, and support customer retention.
Partner with Account Management and Customer Success to align marketing programs with revenue targets, renewal priorities, and strategic account opportunities.
Work with Sales, Account Management, and Customer Success leaders to prioritize programs and allocate limited marketing resources against expansion and partner pipeline targets.
Build targeted, account-based campaigns that engage customer buying groups across multi-location brands, franchise organizations, and property businesses, identify new stakeholders, and create demand for additional SOCi solutions.
Lead customer lifecycle marketing, including targeted campaigns, nurture programs, webinars, events, and customer communications.
Use customer segmentation, account intelligence, and behavioral signals to deliver personalized marketing experiences and improve engagement.
Partner with Product Marketing to turn product launches and new-module releases into cross-sell and upsell campaigns, and support customer advocacy programs such as references, case studies, and reviews.
Develop and execute co-marketing strategies with technology, integration, strategic, agency, and reseller partners to generate partner-sourced and partner-influenced pipeline.
Collaborate with Partnerships, Sales, and Product Marketing to build integrated campaigns, joint events, webinars, and content that expand SOCi's market reach.
Establish scalable partner marketing programs, processes, and measurement frameworks to maximize pipeline contribution and ROI.
Build partner enablement and channel programs, including campaign-in-a-box assets, co-sell support, partner training, and funds management where applicable.
Champion AI and automation, including signal-based triggers, personalization, and content scaling, to improve campaign execution, targeting, and marketing efficiency.
Identify opportunities to automate workflows, accelerate campaign development, and scale high-performing programs.
Partner with Marketing Operations to establish KPIs and reporting for expansion pipeline, partner contribution, customer engagement, retention marketing, and revenue impact.
Analyze performance data to optimize campaigns, prioritize investments, and communicate actionable insights to leadership.
Lead and develop a high-performing team of two Demand Generation Managers and a Marketing Coordinator, fostering accountability, innovation, and continuous improvement.
Serve as a strategic partner to Account Management, Customer Success, Partnerships, Sales, and Product Marketing.
Own the customer and partner marketing budget and make transparent prioritization tradeoffs across competing requests from Sales, Account Management, and Customer Success.