Customer Lifestyle Marketing, Sr. Director

ABC Fitness; Nova Scotia; On-site; CAD 150,000 - 190,000; Full time

Job summary

A fitness industry leader based in Canada is seeking a Sr. Director of Customer Lifecycle Marketing to drive customer growth and retention strategies. The role requires over 17 years of B2B marketing experience, with a strong focus on customer advocacy and community building. Ideal candidates will have a proven track record in lifecycle marketing within fast-paced environments. Competitive salary and flexible time off policies available.

Benefits

Open PTO policy

Quarterly fitness reimbursement

Medical, Dental, Vision coverage

Parental & Pawternity Leave

Access to discounts with partners

Qualifications

• 17+ years in B2B marketing with at least 5 years leading customer marketing or lifecycle marketing functions.
• Proven success in building and scaling customer marketing programs in a fast-paced, high-growth environment.
• Deep understanding of customer journeys, retention/expansion metrics, and advocacy tactics.

Responsibilities

• Define and execute the customer marketing strategy across onboarding, adoption, retention, expansion, and advocacy.
• Build and scale customer advocacy programs including case studies and references.
• Collaborate with Product to support NPS and CSAT programs.

Skills

B2B marketing experience

Leadership skills

Customer marketing expertise

Analytical mindset

Communication skills

Tools

Salesforce

Gainsight

HubSpot

Marketo

Pendo

Job description

Job Description

Customer Lifecycle Marketing, Sr. Director

Overview :

We’re looking for a strategic, data-driven, and customer-obsessed Customer Lifecycle Marketing expert to lead our efforts across the entire post-sale journey. This is a critical leadership role responsible for driving customer growth (expansion, upsell, cross-sell), increasing retention and reducing churn, and building advocacy to enhance brand reputation and demand.

This high-impact role collaborates closely with Sales, Customer Success, Product, and Revenue Operations, bringing a deep understanding of customer needs and behaviors to deliver personalized, scalable marketing experiences that fuel business growth.

WHAT YOU’LL DO :

Customer Lifecycle Strategy

• Define and execute the customer marketing strategy across onboarding, adoption, retention, expansion, and advocacy.
• Develop segmentation strategies and targeted campaigns based on customer behavior, lifecycle stage, and product usage.
• Drive growth through upsell, cross-sell, and renewal campaigns in partnership with Customer Success and Sales.

Advocacy & Community

• Build and scale customer advocacy programs including case studies, references, reviews, speaker opportunities, and customer councils.
• Launch and manage customer communities, ambassador programs, and user events.
• Create and promote customer success stories to amplify our brand and product value.

Programs & Campaigns

• Collaborate with Product to support NPS, CSAT, and Voice of Customer programs, translating feedback into impactful actions.
• Partner with Product Marketing on go-to-market plans for new feature rollouts and ongoing adoption initiatives.
• Lead partner marketing strategy and execution—developing joint value propositions, campaigns, and go-to-market motions.

Leadership & Cross-Functional Collaboration

• Build and grow a team of high-performing customer marketers and community managers.
• Act as a strategic partner to CS, RevOps, and Product teams to align customer goals with business outcomes.
• Leverage behavioral data, product usage, and customer insights to personalize messaging and campaign triggers across the lifecycle.
• Collaborate with Product, Sales, Customer Success, and Partner teams to align strategies, deliver value, and drive revenue.

WHAT YOU’LL NEED :

• 17+ years in B2B marketing with at least 5 years leading customer marketing or lifecycle marketing functions.
• Proven success in building and scaling customer marketing programs in a fast-paced, high-growth environment.
• Deep understanding of customer journeys, retention/expansion metrics, and advocacy tactics.
• Strong leadership skills with experience managing teams and influencing cross-functional stakeholders.
• Excellent communication and storytelling skills, with a passion for showcasing customer impact.
• Experience with tools like Salesforce, Gainsight, HubSpot, Marketo, Pendo, or similar.
• Strong analytical mindset with the ability to measure and communicate ROI of initiatives.

AND IT’S GREAT TO HAVE :

• Experience working in SaaS, fintech, healthtech, or other regulated/high-growth industries.
• Prior success launching customer communities or peer groups.
• Background in product marketing, customer success, or customer experience.

WHAT’S IN IT FOR YOU :

• Purpose-led company with a values-focused culture – Best Life, One Team, Growth Mindset.
• Time Off – with our open PTO policy, offering flexibility in how and when you take PTO.
• Days of Disconnect – once a quarter, a collective day off around the globe. #oneteam
• Parental & Pawternity Leave – leave for family growth or pet family additions.
• Best Life Perk – quarterly fitness reimbursement.
• Discounts – access to discounts with partners like Dell, Microsoft, and more.
• Medical, Dental, Vision coverage.
• EAP – support when needed.
• Calm App +4 – tranquility subscription for you and dependents over 16.
• And many more benefits!

Please note that the salary range for Canada-based candidates is $150,000 to $190,000 CAD annually, based on experience and location. Salary details for other locations will be discussed during the hiring process. Some positions may also include bonuses and commissions.

We’re committed to diversity and encourage applicants even if they don’t meet all listed skills!

ABC’S COMMITMENT TO DIVERSITY, EQUALITY, BELONGING AND INCLUSION :

ABC is an equal opportunity employer that celebrates diversity and fosters an inclusive environment where all employees feel valued and inspired. We believe an equitable culture is a business imperative. Learn more at abcfitness.com.

ABOUT ABC :

ABC Fitness (abcfitness.com) is a leading provider of software and services for the fitness industry, supporting clubs and members worldwide. Founded in 1981, ABC helps over 31,000 gyms and health clubs operate more profitably with a comprehensive SaaS solution. As a Thoma Bravo portfolio company, we focus on innovative growth.

If you enjoy rapid growth and working with enthusiastic, high-achieving teams, join us!