FindLaw
h3>B2B Marketing Director
FindLaw, part of Internet Brands. Job ID: 2025-9405. Locations: Austin, Seattle, or Hybrid (California). Reports to: Head of Marketing, Martindale-Avvo. Salary range: $100,000 - $130,000. About Us
Martindale-Avvo is part of Internet Brands, the leading internet marketing company for small and mid‑size law firms. We power platforms – Avvo, FindLaw, Martindale, Nolo, and Super Lawyers – that connect millions of consumers with attorneys each month. Position Overview
You have strong business acumen, a hands‑on approach to building lifecycle programs, and are metrics‑driven. You’ll collaborate across functions to improve customer adoption, satisfaction, retention, and expansion. This strategic and tactical role leads customer marketing for two service lines, manages one direct report, and has immediate impact. Essential Functions
Own cross‑channel customer lifecycle communications – email, in‑product messaging, webinars, community, education/resources – to drive onboarding, adoption, engagement, renewals, and advocacy (excluding new‑logo acquisition). Map and optimize end‑to‑end customer journeys from onboarding through renewal and advocacy, ensuring a consistent, valuable brand experience across the organization. Drive retention marketing, identifying churn risks and creating re‑engagement strategies and value communication to keep clients satisfied. Identify and execute upsell and cross‑sell strategies within the existing customer base to increase lifetime value (expansion plays, targeted upgrade paths). Partner with Customer Success, Account Management, Sales Ops, Product, and Data to align on health scoring, usage signals, and value moments that trigger lifecycle campaigns and expansion motions. Enable AM/CS teams with renewal and expansion playbooks, talk tracks, one‑pagers, decks, and customer‑facing resources that reinforce ROI‑focused outcomes. Leverage customer insights and analytics – usage data, NPS/CSAT, support trends, cohort behavior – to prioritize initiatives, personalize messaging, and continuously improve journey performance. Deliver value‑led communications (newsletters, release notes, education series, customer stories) that encourage feature adoption and measurable outcomes. Run structured experimentation (A/B tests) to improve activation, adoption, time‑to‑value, and renewal rates; build dashboards for revenue, retention, adoption, engagement, and advocacy. Lead, inspire, and develop direct reports; set goals, track performance, and create accountability for results. Minimum Qualifications
Proven experience driving retention, adoption, renewals, and expansion (NRR) in a B2B environment; comfortable in a fast‑paced setting with high standards for results. Strong business acumen with a track record of process improvements using analytical problem solving. Hands‑on experience with Salesforce; Pardot and Salesforce Marketing Cloud (or similar) strongly preferred. Strategic thought leader who can inspire and influence across a matrixed organization; excellent management and coaching skills. High degree of flexibility and ability to navigate ambiguity. Experience in market research, strategic planning, and implementation preferred; knowledge of digital marketing and lifecycle automation; domain management experience is a plus. Bachelor’s degree; 5+ years of B2B customer/lifecycle marketing experience preferred. About Internet Brands
Headquartered in El Segundo, CA, Internet Brands is a fully integrated online media and software services organization focused on four high‑value vertical categories: Health, Automotive, Legal, and Home/Travel. The company’s award‑winning consumer websites bring millions of monthly visitors and deep, long‑term relationships with SMB and enterprise clients. Equal Opportunity Employer
Internet Brands and its wholly‑owned affiliates are an equal‑opportunity employer.
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FindLaw, part of Internet Brands. Job ID: 2025-9405. Locations: Austin, Seattle, or Hybrid (California). Reports to: Head of Marketing, Martindale-Avvo. Salary range: $100,000 - $130,000. About Us
Martindale-Avvo is part of Internet Brands, the leading internet marketing company for small and mid‑size law firms. We power platforms – Avvo, FindLaw, Martindale, Nolo, and Super Lawyers – that connect millions of consumers with attorneys each month. Position Overview
You have strong business acumen, a hands‑on approach to building lifecycle programs, and are metrics‑driven. You’ll collaborate across functions to improve customer adoption, satisfaction, retention, and expansion. This strategic and tactical role leads customer marketing for two service lines, manages one direct report, and has immediate impact. Essential Functions
Own cross‑channel customer lifecycle communications – email, in‑product messaging, webinars, community, education/resources – to drive onboarding, adoption, engagement, renewals, and advocacy (excluding new‑logo acquisition). Map and optimize end‑to‑end customer journeys from onboarding through renewal and advocacy, ensuring a consistent, valuable brand experience across the organization. Drive retention marketing, identifying churn risks and creating re‑engagement strategies and value communication to keep clients satisfied. Identify and execute upsell and cross‑sell strategies within the existing customer base to increase lifetime value (expansion plays, targeted upgrade paths). Partner with Customer Success, Account Management, Sales Ops, Product, and Data to align on health scoring, usage signals, and value moments that trigger lifecycle campaigns and expansion motions. Enable AM/CS teams with renewal and expansion playbooks, talk tracks, one‑pagers, decks, and customer‑facing resources that reinforce ROI‑focused outcomes. Leverage customer insights and analytics – usage data, NPS/CSAT, support trends, cohort behavior – to prioritize initiatives, personalize messaging, and continuously improve journey performance. Deliver value‑led communications (newsletters, release notes, education series, customer stories) that encourage feature adoption and measurable outcomes. Run structured experimentation (A/B tests) to improve activation, adoption, time‑to‑value, and renewal rates; build dashboards for revenue, retention, adoption, engagement, and advocacy. Lead, inspire, and develop direct reports; set goals, track performance, and create accountability for results. Minimum Qualifications
Proven experience driving retention, adoption, renewals, and expansion (NRR) in a B2B environment; comfortable in a fast‑paced setting with high standards for results. Strong business acumen with a track record of process improvements using analytical problem solving. Hands‑on experience with Salesforce; Pardot and Salesforce Marketing Cloud (or similar) strongly preferred. Strategic thought leader who can inspire and influence across a matrixed organization; excellent management and coaching skills. High degree of flexibility and ability to navigate ambiguity. Experience in market research, strategic planning, and implementation preferred; knowledge of digital marketing and lifecycle automation; domain management experience is a plus. Bachelor’s degree; 5+ years of B2B customer/lifecycle marketing experience preferred. About Internet Brands
Headquartered in El Segundo, CA, Internet Brands is a fully integrated online media and software services organization focused on four high‑value vertical categories: Health, Automotive, Legal, and Home/Travel. The company’s award‑winning consumer websites bring millions of monthly visitors and deep, long‑term relationships with SMB and enterprise clients. Equal Opportunity Employer
Internet Brands and its wholly‑owned affiliates are an equal‑opportunity employer.
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