Senior Customer Marketing Manager ( 9 month FTC)

Breathehr; Greater London; On-site; GBP 70,000 - 100,000; Full time

Benefits offered by this job

Flexible working

25 days holiday

Bank holidays off

Dog friendly office

Private medical insurance

Employee Assistance Programme

Life Insurance

Volunteer days

Mintago discounts

Retail discount scheme

Job summary

Breathe HR is seeking a Senior Customer Marketing Manager to lead post-onboarding relationships with customers, focusing on adoption, retention and revenue growth. You will design and own the customer marketing plan, crafting journeys that turn product value into measurable outcomes.

Working in our Demand Generation team, you’ll build cross-functional partnerships, define KPIs, and create compelling campaigns that reduce churn while driving upsell and advocacy across the UK market.

Qualifications

• Experience in customer marketing strategy and lifecycle campaigns.
• Proven ability to drive adoption, retention and revenue growth.
• Strong collaboration with Customer Success, Product Marketing and Sales.

Responsibilities

• Build a focused customer growth strategy with upsell and cross-sell focus.
• Own the Customer Communications Calendar across Marketing, Product Marketing and Sales.
• Develop lifecycle campaigns that drive product adoption and reduce churn.
• Use customer insights to tailor messages and improve engagement.
• Measure adoption, revenue impact and advocacy outcomes and report progress.
• Collaborate with wider teams to identify opportunities for upsell and expansion.

Skills

Customer marketing

Lifecycle marketing

Cross-functional collaboration

Data-driven

Copywriting

Job description

Senior Customer Marketing Manager

Please note this a fixed term contract till July 2027.

A bit of background on Breathe HR

Located in Horsham and London, Breathe isn’t your typical SaaS business. We’re private equity owned, well-funded and trusted by more than 17,000 customers, with an average customer lifetime of six years. We’re proud to be the number one HR software for SMEs in the UK.

There’s more to us than a strong product and an established customer base. Our work culture is award winning, with talented people committed to driving impact while having fun together. We’re proud of what we’ve achieved, but we’re even more excited about what’s to come.

Confidence can sometimes hold us back from applying for a job. But we'll let you in on a secret: there's no such thing as a 'perfect' candidate. Breathe is a place where everyone can grow. So however you identify and whatever background you bring with you, please apply if this is a role that would make you excited to come into work every day.

Our Values: What We Live By

Start With People - We remember our work affects real people, so we take the time to listen, understand and act with care.

Own It, Together - We take responsibility for our part, support each other through the messy bits, and focus on fixing things rather than finding blame.

Clear Is Kind - We speak honestly and with care. We don’t avoid difficult conversations, and we make sure people have the clarity they need to move forward.

Why This Role Is SO Important:

We’re looking for a Senior Customer Marketing Manager to lead how we build relationships with our customers after they join us.

This is a newly created role within the Demand Generation team, with a clear commercial focus: helping customers discover more value in Breathe, increasing module adoption, creating upsell and cross-sell opportunities and supporting retention.

Our customers are busy. They don’t need more noise or generic product messages. They need clear guidance, useful ideas and proof that Breathe can help them manage HR in a brilliantly simple way, with less chasing, checking and administration.

You’ll create relevant customer journeys that connect customer needs to the right Breathe capabilities, support adoption and contribute directly to revenue growth. You’ll shape the approach, build the foundations and deliver the work, testing what works and making the case for what should happen next.

Advocacy is part of the role, but it is not the centre of it. The focus is on getting the fundamentals in place to drive customer value, adoption and commercial growth.

Key Duties & Responsibilities

Let’s be clear from the start: this isn’t a role where you simply send more customer emails. You’ll build a focused, joined-up customer marketing function that understands what customers need, communicates with them at the right moments and creates measurable commercial impact.

Building the Customer Growth Strategy: Creating the customer marketing plan from scratch, with upsell and cross-sell as the main commercial focus. Identifying the customer segments, products, use cases and moments most likely to create growth opportunities.

Setting Priorities and Managing Investment: Establishing priorities, managing budgets and reporting progress against agreed customer marketing and revenue goals.

Driving Adoption, Upsell and Cross-Sell: Creating lifecycle campaigns and customer journeys that help customers understand and adopt relevant Breathe modules and features.

Using Customer Insight: Combining customer needs, product usage and commercial opportunity to shape messages, audiences, channels and offers.

Testing What Works: Working with Product Marketing and Customer Success to test campaigns, messages, channels and offers, then improving them based on results.

Supporting Retention and Reducing Churn: Using customer engagement and adoption signals to identify opportunities early, creating education and adoption programmes and supporting customers who are underusing the platform or at risk of disengaging.

Supporting the Wider Group: Helping identify when ELMO may be a better fit for a customer, protecting the wider group where appropriate.

Owning the Customer Communications Calendar: Acting as the single owner of what customers hear from Breathe and when, coordinating across Marketing, Product Marketing, Customer Success and Sales.

Managing Communication Priorities: Setting clear rules for frequency, audience and prioritisation, and making sensible trade-offs when campaigns compete for the same customers.

Building Advocacy Foundations: Identifying review, testimonial and case study opportunities and turning customer proof into valuable content with Product Marketing and Brand & Content.

Using Customer Insight to Improve Marketing: Combining customer data, available tools and the Breathe Insiders Programme to improve messaging, campaigns and product education.

Working Across the Business: Collaborating closely with Demand Generation, Product Marketing, Customer Success and the wider Marketing team to turn insight into commercial opportunities.

Measuring What Matters: Tracking adoption, revenue, engagement and advocacy outcomes, and communicating functional successes clearly outside of Marketing.

What Success Looks Like in Your First Six Months

A clear customer marketing strategy and prioritised plan focused on adoption, upsell, cross-sell and retention.

The first targeted customer journeys and campaigns launched, tested and improved based on performance.

Clearer visibility of customer segments, product adoption opportunities and commercial growth potential.

Strong working rhythms established with Customer Success, Product Marketing, Sales and the wider Marketing team.

A coordinated customer communications calendar that reduces noise and improves relevance.

Early customer insight and advocacy foundations in place, including reviews, testimonials, case studies and Breathe Insiders input.

A clear measurement approach showing the contribution of customer marketing to adoption, revenue, engagement and retention.

Key Competencies & Behaviours

You’re commercially minded: You care about customer value and revenue results, and you understand how marketing can support both.

You understand customer journeys: You know how to move customers from awareness to action and create relevant experiences across the lifecycle.

You’re strategic and hands‑on: You can shape a new function and strategy while also building campaigns, writing copy and delivering the work yourself.

You’re customer-focused: You understand that customers are busy and value clear, useful communications over generic product messaging.

You’re data‑driven: You use data and insight to make decisions, measure impact and improve programmes.

You use AI thoughtfully: You’re comfortable using AI tools to improve your work while applying good judgement to the final output.

You’re a strong storyteller: You can take a product, customer problem or commercial opportunity and turn it into a clear, exciting story that motivates customers to act.

You’re an excellent copywriter: You can create engaging customer communications across different audiences, channels and stages of the lifecycle.

You collaborate effectively: You can build strong relationships with Customer Success, Product Marketing, Sales and wider Marketing teams.

You’re organised: You can keep several campaigns, stakeholder relationships and workstreams moving at the same time.

You’re comfortable building from the ground up: You can work with guidance without needing everything to be defined for you, and you’re willing to test, learn and recommend what should happen next.

It would help if you have:

• At least four years’ experience in customer marketing, lifecycle marketing, retention marketing or a related B2B SaaS role.


• Experience creating customer marketing programmes that support upsell, cross-sell, adoption or revenue growth.


• Experience working with customer data, product usage or engagement signals.


• Experience partnering closely with Customer Success, Product Marketing, Sales and wider Marketing teams.


• Experience in HR software, people technology or B2B SaaS.

Why You’ll Love it Here:

Flexible working – 50% office based & core hours are 10am to 3.30pm

25 days holiday (+ 1 extra after 3 years!) PLUS Your Birthday off!

UK Bank holidays + Christmas Eve and New Years Eve afternoons off!

Dog friendly office – because furry co‑workers make everything better!

Private medical insurance (PMI) - with enhanced mental health, dental & optical coverage via AXA

Employee Assistance Programme – Support when you need it

Life Insurance – 2 x salary & Matched pension (5%) – because the future matters

2 x volunteer days per year – give back to causes that matter to you

Access to Mintago – Exclusive financial wellbeing through discounts and expert advice

Retail discount scheme – perks and savings just for being part of our team!

The Hiring Process: Let’s Make it Personal!

Screening Call: Virtual via Google Meet with one of our team to have a friendly chat, learn more about your experience, what excites you about the role and how you approach customer marketing.

Competency Interview: You’ll meet the hiring manager and explore your experience with customer journeys, lifecycle campaigns, adoption, commercial growth, data and cross‑functional collaboration.

Final Stage Interview: You’ll meet members of the wider team and talk through how you would build the customer marketing function, prioritise opportunities and create measurable impact.