Customer Marketing Lead - Expansion & Advocacy

FranConnect; Virginia; On-site; USD 100,000 - 125,000; Full time

Job summary

FranConnect is seeking a Manager of Customer Marketing to own the post-sale demand motion for 1,500+ brands and a million locations. You will lead expansion campaigns, adoption communications, and a reference/advocacy engine—ensuring a steady flow of case studies and current customer proof.

Collaborate across Sales, Content, and Product Marketing to drive results. You will partner with Customer Success, Support, and Marketing Operations to measure expansion and ensure consistent messaging across

Qualifications

• 4+ years in customer marketing, lifecycle marketing, or demand generation.
• Built and ran a reference/advocacy program with real supply.
• End-to-end case study production experience.
• Hands-on campaign execution in Pardot or equivalent.
• Proven expansion pipeline/adoption outcomes.
• Strong cross-functional partnership with CS, Sales, Product.
• AI proficiency beyond writing (segmentation, mining signals).
• Maintain a weekly scorecard and run experiments.

Responsibilities

• Own post-sale campaigns: cross-sell, upsell, adoption, renewal support, and win-back.
• Segment installed base and tailor campaigns by product, industry, tenure, and health.
• Lead audience, copy, build, QA, deployment, and performance in campaigns.
• Surface expansion signals to Sales and CS with campaign engagement context.
• Own onboarding, activation sequences, product communications, and newsletters.
• Manage reference and case study pipelines and ensure timely publication of proof.

Skills

Customer marketing

Reference program

Case studies

Pardot

Campaign execution

AI proficiency

Cross-functional collaboration

Metrics & scorecards

Education

Marketing/related degree

Tools

Pardot

Job description

FranConnect is seeking a Manager of Customer Marketing to own the post-sale demand motion for 1,500+ brands and a million locations. You will lead expansion campaigns, adoption communications, and a reference/advocacy engine—ensuring a steady flow of case studies and current customer proof.

Collaborate across Sales, Content, and Product Marketing to drive results. You will partner with Customer Success, Support, and Marketing Operations to measure expansion and ensure consistent messaging across