Customer Marketing Manager

Xero Limited; København; Hybrid; DKK 700,000 - 900,000; Full time

Job summary

Planday, part of Xero, is hiring for a Customer Marketing role based in Copenhagen or London with a hybrid working model. You will design and deploy 1:many customer engagement programs across UK, Nordics, and Germany, driving retention, adoption and expansion while partnering with Product Marketing and Sales.

The role requires building from scratch, deep empathy for customers, and a data-driven approach to marketing that ties to revenue.

Qualifications

• 4–6 years in B2B marketing, with clear experience in customer marketing, lifecycle marketing, or retention-focused roles, ideally within a SaaS or technology business.
• Track record of building programmes from scratch and establishing a new discipline, process, or team.

Responsibilities

• Define the customer marketing strategy and audit current engagement across markets.
• Set the operating model with tools, segmentation, and measurement framework.
• Lead lifecycle, engagement, and advocacy programmes across multi-market teams.
• Own upsell/expansion marketing and collaborate with Product Marketing on pricing communications.
• Define and own customer marketing metrics and feed insights to product and marketing teams.

Skills

B2B marketing

Lifecycle marketing

Retention strategies

Multi-market

CRM tools

Cross-functional

AI-curious

Data-driven

Tools

Salesforce

HubSpot

SFMC

Job description

Our Purpose

Scheduling isn’t simply filling shifts. It’s finding the sweet spot that enables businesses to grow and team members to enjoy the perfect work/life balance.

At Planday from Xero, we aim to use Agentic AI to build a future where managers seamlessly can free up invaluable time for their business and teams. We’re not just building software; we’re on a mission to make shift work more human, to change work/life balance from a luxury to a reality for all shift workers. We’re using advanced technology to help humans reach their full potential. At work and in life.

Founded in 2004, Planday is headquartered in Copenhagen, Denmark and helps create perfect schedules for hundreds of thousands of users across the world. Planday was acquired by Xero in 2021.

How you’ll make an impact

We are introducing customer marketing as a dedicated discipline at Planday, and this is the role that will build it.

This is a builder's role: you will define how we market to our existing customers, establishing the strategy, the programmes, and the ways of working from the ground up. Across the UK, Nordics, and Germany, you will design and deliver 1:many marketing that drives adoption, deepens engagement, and turns customers into long-term advocates and expansion opportunities.

You will sit at the heart of our commercial ambition: as we target growth in the UK, defend our leadership in the Nordics, and build momentum in Germany, customer marketing is one of the key levers that connects product value to commercial outcomes. This is a role for someone who is energised by creating from scratch, earns trust through execution, and knows that the best customer marketing is grounded in deep empathy for the people you are marketing to.

What You'll Do

Establish the Discipline

• Define the customer marketing strategy - audit the current state of customer engagement across all three markets, identify gaps, and build a clear plan for how customer marketing will drive retention, adoption, and expansion at Planday

• Set the operating model - establish the ways of working, tools, segmentation logic, and measurement framework that will underpin everything the function delivers

• Act as the internal champion for customer marketing - educating and aligning stakeholders across Marketing, Customer Success, Customer Support, Product, and Sales on the role and value of the discipline

Lifecycle & Engagement Programmes

• Build always-on 1:many customer engagement across the customer journey through marketing owned channels (e.g. email, in-product, socials, website)

• Develop localised programmes for UK, Nordics (Denmark, Norway, Sweden), and Germany - adapting content, tone, and sequencing to reflect the dynamics and customer expectations of each market

Adoption & Expansion

• Lead feature adoption campaigns - work closely with Product Marketing to identify the product features most strongly correlated with retention and satisfaction, and creating targeted campaigns that help customers get more from the platform

• Own upsell and expansion marketing - delivering behaviour-triggered campaigns that move customers up the tiers, support seat growth, and help customers discover the full value of Planday's offering

• Partner with Product Marketing on subscription plan communications and pricing changes, ensuring every customer-facing message reinforces product value and supports commercial goals

Advocacy & Community

• Build Planday's customer advocacy programme - identifying and activating champions within the customer base to generate case studies, reviews, testimonials, and referrals

• Support reference and social proof pipelines across markets - working with Sales, CS, Brand and Regional marketing to ensure high-quality customer stories are available for every stage of the buyer journey

• Explore community-building opportunities - partner with Regional Marketing to execute local community building opportunities such as webinars, customer events, and user groups, that deepen belonging and peer connection among Planday customers

Performance & Insight

• Define and own customer marketing metrics - including engagement rates, adoption scores, NRR contribution, upsell pipeline generated, and advocacy outputs and report regularly against them

• Use customer health data and behavioural signals to identify at-risk segments and inform targeted retention interventions

• Feed customer insight back into the wider marketing and product teams - ensuring the voice of the existing customer shapes how Planday communicates, evolves, and grows

What You'll Bring

Experience & Skills

• 4–6 years in B2B marketing, with clear experience in customer marketing, lifecycle marketing, or retention-focused roles, ideally within a SaaS or technology business

• A track record of building programmes from scratch. You have experience establishing a new discipline, process, or team, not just inheriting and maintaining an existing one

• Multi-market experience, you are comfortable adapting strategy and execution for audiences across different regions, with an understanding of how culture and market maturity shape customer expectations

• Strong lifecycle marketing execution - you know how to design and deliver segmented, behaviour-triggered campaigns across email and in-product channels, and you understand the tools that power them

• Data-led - you use customer health scores, product usage data, and campaign performance metrics to make decisions, not just to report on them

• Experience working cross-functionally with Customer Success, Customer Support, Product, and Sales, you understand the role each function plays in the customer journey and know how to align activity across them

• Familiarity with CRM and marketing automation platforms (e.g. Salesforce, SFMC, HubSpot) and an appetite to make better use of the data and tooling available

How You Show Up

• Customer-focused; you start with what the customer needs, not what the business wants to tell them

• A builder by nature; you are energised by the blank page, comfortable with ambiguity, and motivated by creating something that didn't exist before

• Commercially grounded; you understand how customer marketing connects to revenue and are comfortable being held to NRR and expansion metrics

• A natural collaborator; you build trust across functions without needing a mandate, and you bring people with you rather than working around them

• Clear and direct communicator; both written and verbal; you can simplify the complex, adapt your message to your audience, and get the room aligned

• AI-curious; you actively explore how AI can improve how you work, from personalisation and segmentation to content creation and performance analysis

Why Planday

• A genuinely greenfield opportunity, you will define what customer marketing looks like at Planday and build it your way

• Work at the intersection of commercial growth and customer experience, your work will have direct, measurable impact on retention and expansion

• A collaborative, ambitious marketing team that values craft, clarity, and getting things done

• Flexible location - London or Copenhagen, with a hybrid working model

• Competitive salary, benefits, and the opportunity to grow with the business as the function scales

At Planday, we firmly believe that diversity and inclusion are the cornerstones of innovation and a vibrant workplace culture. As an equal opportunity employer, we strive to create an equitable experience for all candidates throughout the process. Please let us know if you need any reasonable adjustments during the application or interview process.