Customer Marketing Manager

Wolters Kluwer; Baltimore (MD); On-site; USD 108,000 - 188,000; Full time

Job summary

Wolters Kluwer is seeking a strategic Customer Marketing Manager to drive engagement, retention and lifetime value across our WK Health division. You will blend marketing, customer success, and sales to craft personalized, data-driven programs that accelerate growth.

The role emphasizes ABM across channels, cross-functional collaboration, and events leadership. Candidates should have 10–15 years in related roles and a Bachelor's degree.

Qualifications

• 10-15 years of experience in customer marketing, lifecycle marketing, or related roles.
• Proven track record of driving customer engagement, retention, and revenue growth.
• Ability to design and execute targeted, account-specific retention and renewal strategies aligned with CS and Sales.
• Experience managing events and conferences as strategic demand-generation channels.
• Customer-facing experience across diverse markets.
• Deep understanding of marketing strategies, tactics, and measurement.
• Knowledge of customer journey mapping and lifecycle strategy.
• Experience working cross-functionally with Sales, CS, and Product Marketing.
• Data-driven mindset translating insights into actionable strategies.
• Strong collaboration and ability to influence across teams.
• Self-motivated, proactive, and able to manage multiple priorities.
• Excellent communication, storytelling, and project management skills.
• B2B SaaS environments experience preferred.

Responsibilities

• Develop and execute customer marketing strategies to increase retention, expansion, and customer lifetime value.
• Segment and target customer personas based on lifecycle stage, product usage, industry and other criteria.
• Plan and execute ABM campaigns across email, webinars, social, events, and advocacy platforms.
• Analyze customer data to identify trends, risks, and opportunities for growth.
• Gathers market insights and shares with leadership to drive strategy.
• Manage customer-focused events, conferences, webinars, user groups, and communities.
• Track, measure, and report on retention, churn, NPS, and expansion metrics.

Skills

Customer marketing

Lifecycle marketing

Data-driven mindset

Cross-functional collaboration

Storytelling

Project management

SaaS environments

Communication

Strategic thinking

Education

Bachelor’s degree or equivalent

Job description

About the Role

We are seeking a strategic and results-driven Customer Marketing Manager for our WK Health division to lead initiatives that drive customer engagement, retention, advocacy, and lifetime value. This role sits at the intersection of marketing, customer success, and sales, ensuring customers have a seamless and impactful experience throughout their journey.

The ideal candidate is both analytical and creative—someone who understands customer behavior, builds meaningful relationships, and translates insights into programs that fuel growth.

Key Responsibilities

• Develop and execute customer marketing strategies that increase retention, expansion, and customer lifetime value
• Segments and targets customer personas (buying committee, non-clinical buyer) based on their lifecycle stage, product usage, industry, persona and other criteria.
• Plans and executes customer marketing ABM campaigns and programs across multiple channels, such as email, webinars, social media, events, and advocacy platforms.
• Analyze customer data and feedback to identify trends, risks, and opportunities for growth
• Gathers insights and feedback from the market and shares to leadership and functional teams to help identify risks and opportunities.
• Manage customer-focused events such as events, conferences, webinars, user groups, and community initiatives
• Track, measure, and report on key performance metrics (retention, churn, NPS, expansion revenue)

Qualifications

Bachelor’s degree or equivalent required.

• 10-15 years of experience in customer marketing, lifecycle marketing, or related roles
• Proven track record of driving customer engagement, retention, and revenue growth
• Proven ability to design and execute targeted, account-specific retention and renewal strategies and campaigns that align with Customer Success and Sales teams, driving contract renewals, expansion opportunities, and long-term customer value through personalized engagement, lifecycle insights, and data-driven campaign optimization.
• Deep experience and strong planning acumen in managing events and conferences as strategic demand-generation channels, driving qualified leads, supporting pipeline growth, and enabling sales teams in customer acquisition and renewal conversations.
• Customer facing experience with a solid understanding of challenges, needs and pain points across diverse markets.
• Thorough understanding and experience of implementing marketing strategies, tactics, and measurement.
• Strong understanding of customer journey mapping and lifecycle strategy
• Experience working cross-functionally with Sales, Customer Success, and Product Marketing teams
• Data-driven mindset with the ability to translate insights into actionable strategies
• Strong collaboration and cross-functional skills, with the ability to work effectively with internal and external stakeholders at all levels.
• Self-motivated, proactive, and results-oriented, with the ability to manage multiple projects and priorities in a fast-paced environment.
• Excellent communication, storytelling, and project management skills
• Experience in B2B (preferred) or SaaS environments (strongly preferred)
• Travel requirements can be up to 20%.

Key Competencies

• Strategic thinking with strong execution skills
• Customer-centric mindset
• Analytical and results-oriented
• Strong collaboration and influence across teams
• Creative problem-solving

Our Interview Practices

To maintain a fair and genuine hiring process, we kindly ask that all candidates participate in interviews without the assistance of AI tools or external prompts. Our interview process is designed to assess your individual skills, experiences, and communication style. We value authenticity and want to ensure we’re getting to know you—not a digital assistant. To help maintain this integrity, we ask to remove virtual backgrounds and include in-person interviews in our hiring process. Please note that use of AI-generated responses or third-party support during interviews will be grounds for disqualification from the recruitment process.

Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.

Compensation:

$107,500.00 - $188,400.00 USD

This role is eligible for Bonus.

Compensation range listed is based on primary location of the position. Actual base salary offer is influenced by a wide array of factors including but not limited to skills, experience and actual hiring location. Your recruiter can share more information about the specific offer for the job location during the hiring process.

Additional Information

Wolters Kluwer offers a wide variety of competitive benefits and programs to help meet your needs and balance your work and personal life, including but not limited to: Medical, Dental, & Vision Plans, 401(k), FSA/HSA, Commuter Benefits, Tuition Assistance Plan, Vacation and Sick Time, and Paid Parental Leave. Full details of our benefits are available upon request.

EQUAL EMPLOYMENT OPPORTUNITY

EQUAL EMPLOYMENT OPPORTUNITY Wolters Kluwer U. S. Corporation and all of its subsidiaries, divisions and customer/business units is an Equal Opportunity /Aff... All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.