Discovery Education,Inc.
Director, Customer Marketing
Discovery Education,Inc., Charlotte, North Carolina, United States, 28245
Location
Charlotte, NC, USA
Req Number 284
Date Posted Thursday, October 23, 2025 | Expires Friday, November 7, 2025
We are looking for a highly skilled
Director, Customer Marketing
to architect and lead the design of end-to-end lifecycle programs that deepen customer engagement, increase product adoption, and drive long-term growth. This newly created, high-impact leadership role is responsible for advancing the full customer journey—across onboarding, retention, expansion, and advocacy—for multiple product lines and audience segments. This role partners cross-functionally with Sales, Product, Partner Success, Growth Marketing, and Community teams to ensure every customer interaction is relevant, intentional, and value-driven. The ideal candidate brings a balance of strategic vision, data fluency, and execution excellence with a passion for driving measurable business impact through world-class customer experiences.
In This Role You Will Lifecycle Strategy & Framework Design
Build and lead a full-funnel customer lifecycle marketing framework that supports value delivery across onboarding, engagement, expansion, and renewal
Define lifecycle stages, journeys, personas, messaging priorities, and experience goals tailored to diverse customer segments
Program Development & Optimization
Launch and iterate programs that drive account engagement, product adoption, revenue growth, and customer satisfaction
Develop marketing playbooks and campaign strategies for lifecycle moments tied to expansion, cross-sell, and retention
Onboarding, Activation, & Engagement
Drive persona-based onboarding and activation flows through email, in-app messaging, and resource hubs
Identify usage patterns, milestone opportunities, and feature engagement triggers to promote deeper product adoption
Renewal & Retention Readiness
Collaborate with Customer Success to proactively mitigate churn through renewal-readiness communication and re-engagement strategies
Use product usage and sentiment data to identify at-risk accounts and tailor retention interventions
Cross-Functional Leadership
Partner across Marketing, Sales, Partner Success, and Product to align on lifecycle initiatives and ensure unified customer experiences
Lead recurring lifecycle performance reviews to share insights, highlight progress, and inform strategic priorities
Data-Driven Insights & Measurement
Leverage AI tools, product usage data, and customer behavior analytics to inform segmentation, targeting, and lifecycle optimizations
Identify journey bottlenecks and improvement opportunities; build KPIs, testing frameworks, and performance dashboards
Team Development & Enablement
Build and manage a high-performing Customer Lifecycle Marketing team with a focus on innovation and collaboration
Equip internal teams with resources and enablement assets that support scalable lifecycle execution
Community & Advocacy Integration
Serve as the strategic connector between lifecycle programs and customer advocacy/community initiatives
Identify key lifecycle moments (e.g., power-user milestones, renewal anniversaries) that align to community activation and recognition
Core Competencies for Success
Lifecycle and customer marketing strategy
Data-driven decision making
Cross-functional collaboration and influence
Scalable program development
Customer engagement and experience design
Marketing automation and campaign measurement
Strategic thinking and executional clarity
Team leadership and enablement
Credentials and Experience
7+ years of experience in marketing, including 3+ years in customer lifecycle or customer marketing leadership roles (B2B SaaS or edtech preferred)
Proven ability to design and scale multi-product customer marketing strategies
Strong data acumen and familiarity with segmentation, intent signals, and journey analytics
Experience with platforms such as Marketo, Gainsight, Intercom, Iterable, and Pendo
Deep understanding of lifecycle KPIs and campaign measurement methodologies
Skilled communicator with empathy for users and a passion for customer success
Legal right to work in the United States
This role is designed to be hybrid. Preferably within driving distance of the Charlotte headquarters with flexibility to collaborate virtually and attend in-person planning sessions or customer events as needed. Candidates must be based in the United States and able to work across time zones with distributed teams.
Discovery Education is an equal opportunity employer. Discovery Education is committed to being an employer of choice, not just a good place to work, but a great and inclusive place to work. To that end, we strive to recruit and maintain a workforce that meaningfully represents the communities we serve. Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, sexual orientation, gender, protected veteran status or disabled status, or genetic information.
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Req Number 284
Date Posted Thursday, October 23, 2025 | Expires Friday, November 7, 2025
We are looking for a highly skilled
Director, Customer Marketing
to architect and lead the design of end-to-end lifecycle programs that deepen customer engagement, increase product adoption, and drive long-term growth. This newly created, high-impact leadership role is responsible for advancing the full customer journey—across onboarding, retention, expansion, and advocacy—for multiple product lines and audience segments. This role partners cross-functionally with Sales, Product, Partner Success, Growth Marketing, and Community teams to ensure every customer interaction is relevant, intentional, and value-driven. The ideal candidate brings a balance of strategic vision, data fluency, and execution excellence with a passion for driving measurable business impact through world-class customer experiences.
In This Role You Will Lifecycle Strategy & Framework Design
Build and lead a full-funnel customer lifecycle marketing framework that supports value delivery across onboarding, engagement, expansion, and renewal
Define lifecycle stages, journeys, personas, messaging priorities, and experience goals tailored to diverse customer segments
Program Development & Optimization
Launch and iterate programs that drive account engagement, product adoption, revenue growth, and customer satisfaction
Develop marketing playbooks and campaign strategies for lifecycle moments tied to expansion, cross-sell, and retention
Onboarding, Activation, & Engagement
Drive persona-based onboarding and activation flows through email, in-app messaging, and resource hubs
Identify usage patterns, milestone opportunities, and feature engagement triggers to promote deeper product adoption
Renewal & Retention Readiness
Collaborate with Customer Success to proactively mitigate churn through renewal-readiness communication and re-engagement strategies
Use product usage and sentiment data to identify at-risk accounts and tailor retention interventions
Cross-Functional Leadership
Partner across Marketing, Sales, Partner Success, and Product to align on lifecycle initiatives and ensure unified customer experiences
Lead recurring lifecycle performance reviews to share insights, highlight progress, and inform strategic priorities
Data-Driven Insights & Measurement
Leverage AI tools, product usage data, and customer behavior analytics to inform segmentation, targeting, and lifecycle optimizations
Identify journey bottlenecks and improvement opportunities; build KPIs, testing frameworks, and performance dashboards
Team Development & Enablement
Build and manage a high-performing Customer Lifecycle Marketing team with a focus on innovation and collaboration
Equip internal teams with resources and enablement assets that support scalable lifecycle execution
Community & Advocacy Integration
Serve as the strategic connector between lifecycle programs and customer advocacy/community initiatives
Identify key lifecycle moments (e.g., power-user milestones, renewal anniversaries) that align to community activation and recognition
Core Competencies for Success
Lifecycle and customer marketing strategy
Data-driven decision making
Cross-functional collaboration and influence
Scalable program development
Customer engagement and experience design
Marketing automation and campaign measurement
Strategic thinking and executional clarity
Team leadership and enablement
Credentials and Experience
7+ years of experience in marketing, including 3+ years in customer lifecycle or customer marketing leadership roles (B2B SaaS or edtech preferred)
Proven ability to design and scale multi-product customer marketing strategies
Strong data acumen and familiarity with segmentation, intent signals, and journey analytics
Experience with platforms such as Marketo, Gainsight, Intercom, Iterable, and Pendo
Deep understanding of lifecycle KPIs and campaign measurement methodologies
Skilled communicator with empathy for users and a passion for customer success
Legal right to work in the United States
This role is designed to be hybrid. Preferably within driving distance of the Charlotte headquarters with flexibility to collaborate virtually and attend in-person planning sessions or customer events as needed. Candidates must be based in the United States and able to work across time zones with distributed teams.
Discovery Education is an equal opportunity employer. Discovery Education is committed to being an employer of choice, not just a good place to work, but a great and inclusive place to work. To that end, we strive to recruit and maintain a workforce that meaningfully represents the communities we serve. Qualified applicants will receive consideration for employment without regard to their race, color, religion, national origin, sex, sexual orientation, gender, protected veteran status or disabled status, or genetic information.
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