Senior Customer Marketing Manager

Varicent; Toronto; Hybrid; CAD 115,000 - 151,000; Full time

Benefits offered by this job

Health & Wellness

Time Off

Volunteer Days

Ignite Days

Financial

Retirement

Tuition Assistance

Flexibility

Job summary

Varicent is seeking a Senior Customer Marketing Manager to lead strategy, execution, and optimization of campaigns designed to grow revenue within existing customer accounts. You will collaborate with Customer Success, Sales, Product Marketing, Content, and Digital Marketing to drive expansions, cross-sell, upsell, adoption, and pipeline growth.

The role requires 7+ years in B2B marketing with multi-channel campaign experience, and proficiency with marketing platforms (HubSpot, Marketo, Pardot,

Qualifications

• 7+ years of B2B marketing experience in integrated marketing.
• Experience developing and executing multi-channel campaigns that drive pipeline growth and customer engagement.
• Strong knowledge of lifecycle and account-based marketing principles.

Responsibilities

• Design and execute integrated customer expansion campaigns across email, digital, webinars, events, ABM, lifecycle marketing, customer marketing, and sales-led initiatives.
• Develop segmentation and targeting strategies based on lifecycle stage, product adoption, account health, renewal timing, and growth opportunities.
• Partner with Success, Sales, Marketing Ops, and Revenue Ops teams to identify expansion-ready accounts and align campaign priorities.

Skills

B2B marketing

Campaign management

Demand generation

Lifecycle marketing

Customer marketing

Integrated marketing

Tools

HubSpot

Marketo

Pardot

Eloqua

Salesforce

Job description

At Varicent, we’re not just transforming the Sales Performance Management (SPM) market—we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM, 2023 Ventana Research Revenue Performance Management (RPM) Value Index, Gartner Peer Insights, 2024 Gartner SPM Market Guide, and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more. Here’s why you’ll thrive at Varicent:

• Innovate with Purpose: Build impactful solutions for customers worldwide.
• Join Excellence: Work in a diverse, collaborative, and innovative team.
• Shape the Future: Lead in redefining revenue optimization.
• Grow Together: Unlock your potential in a supportive environment.

Join us at Varicent—where your talent and ambition meet limitless opportunities for success!

Summary of the Role and Team

As a Senior Customer Marketing Manager, you will join Varicent’s Marketing organization and lead the strategy, execution, and optimization of integrated campaigns designed to grow revenue within existing customer accounts.

Working closely with Customer Success, Sales, Product Marketing, Content, Digital Marketing, Marketing Operations, Revenue Operations, and Partner teams, you will create campaigns that drive customer expansion, cross-sell, upsell, adoption, and pipeline growth. You will serve as the orchestration lead across multiple stakeholders, ensuring campaigns align with business objectives and deliver measurable impact throughout the customer lifecycle.

This role combines strategic planning, campaign execution, data-driven optimization, and cross-functional leadership to help transform existing customers into long-term growth opportunities.

What You Will Be Doing

• Design and execute integrated customer expansion campaigns across email, digital, webinars, events, account-based marketing, lifecycle marketing, customer marketing, and sales-led initiatives
• Develop segmentation and targeting strategies based on customer lifecycle stage, product adoption, account health, renewal timing, and growth opportunities
• Partner with Customer Success, Sales, and Revenue Operations teams to identify expansion-ready accounts and align campaign priorities to business opportunities
• Lead campaign planning, execution, stakeholder alignment, intake management, prioritization, and launch readiness across multiple initiatives
• Analyze campaign performance and customer engagement data to identify optimization opportunities and improve expansion outcomes
• Coordinate cross-functional contributors, agency partners, and vendors to ensure campaigns are delivered on time, within budget, and aligned to business goals
• Partner with Product Marketing, Content, Creative, and Digital Marketing teams to develop messaging, assets, and customer journeys tailored to target audiences
• Build scalable campaign frameworks, reporting processes, and best practices that improve campaign effectiveness, operational efficiency, and revenue contribution

What You Bring

• 7+ years of B2B marketing experience in integrated marketing, campaign management, demand generation, customer marketing, lifecycle marketing, or related functions
• Experience developing and executing multi-channel campaigns that drive pipeline growth, customer engagement, retention, upsell, or cross-sell outcomes
• Experience working with marketing automation platforms such as HubSpot, Marketo, Pardot, Eloqua, or similar technologies
• Experience using Salesforce for campaign reporting, pipeline analysis, attribution, and performance measurement
• Experience collaborating with Sales, Customer Success, Product Marketing, Content, Marketing Operations, Revenue Operations, and Digital Marketing teams
• Strong understanding of customer lifecycle marketing, account-based marketing, buyer journeys, funnel management, pipeline generation, and attribution models
• Strong project management and stakeholder management skills, including the ability to influence outcomes without direct authority
• Strong analytical and communication skills with the ability to translate campaign performance data into actionable business recommendations

First 90 Days

• Develop a strong understanding of Varicent’s products, customer lifecycle, expansion strategy, campaign processes, and technology stack
• Build relationships with Customer Success, Sales, Marketing, and Revenue Operations stakeholders
• Assess current customer expansion programs, campaign performance, audience segmentation strategies, and reporting processes
• Identify opportunities to improve campaign effectiveness, customer targeting, and operational efficiency

Within 6 Months

• Independently manage customer expansion campaigns from planning through execution, optimization, and performance reporting
• Establish strong alignment with Customer Success and Sales teams to improve campaign follow-up, targeting, and pipeline conversion
• Implement segmentation, testing, and optimization strategies that improve engagement, expansion pipeline creation, and campaign effectiveness
• Build scalable campaign processes, reporting frameworks, and planning methodologies that support consistent execution

Within 12 Months

• Consistently deliver campaigns that contribute measurable expansion pipeline, revenue influence, customer engagement, and adoption outcomes
• Demonstrate improvements in targeting precision through customer health data, product usage insights, lifecycle segmentation, and account intelligence
• Establish repeatable campaign frameworks that support customer expansion efforts across products, customer segments, and regions
• Serve as a trusted campaign leader who influences expansion strategy through data-driven recommendations and cross-functional collaboration
• Drive ongoing improvements in campaign effectiveness through testing, optimization, stakeholder alignment, and process enhancements

For this role, the estimated annual base salary range is between115,200.00 - 151,200.00 CAD. In addition to base salary, our compensation package may include bonuses, commissions for eligible sales roles, and a comprehensive benefits package. The actual base salary will vary based on factors including individual qualifications and market data, as objectively assessed during the interview process.

This posting is for a new vacancy.

This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement — not replace — human decision-making.

Overview of Benefits:

• Health & Wellness — Comprehensive medical, dental, and vision coverage tailored to your local needs
• Time Off — PTO and public holidays to rest, recharge, and do what matters most
• Volunteer Days — Dedicated time to give back and support the communities that matter to you
• Ignite Days — Dedicated learning days to support continuous growth, skill development, and professional learning
• Financial — Compensation that reflects your market and your value
• Retirement — Retirement plans designed to help you build long-term financial security
• Tuition Assistance — Invest in your growth with support for continuing education and professional development
• Flexibility — Work where you thrive, with remote and hybrid options available across most regions

Varicent is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. If you require accommodation at any time during the recruitment process please email [e-mail]

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