Customer Marketing Manager

Career Guide

A Customer Marketing Manager focuses on keeping existing customers engaged and successful by improving adoption, retention, and advocacy. This role builds campaigns and programs that help customers get value from a product or service and encourages renewals, upgrades, reviews, and referrals.

Key Responsibilities

Build and run customer engagement campaigns across email, in product messages, and community channels
Create onboarding and lifecycle programs that improve product adoption
Partner with Customer Success to support renewals and expansion
Develop customer stories, case studies, and testimonials
Plan customer webinars, user groups, and events
Segment customers and tailor messaging by needs and behavior
Measure program performance and report results to stakeholders
Coordinate with Product Marketing to align messaging and launches
Manage marketing automation workflows and customer communications calendars

Top Skills for Success

Customer Segmentation

Lifecycle Marketing

Campaign Management

Email Marketing

Marketing Automation

Copywriting

Customer Research

Stakeholder Management

Project Management

Performance Reporting

Community Building

Customer Advocacy

Subscription Business Understanding

Career Progression

Can Lead To

Senior Customer Marketing Manager

Customer Marketing Lead

Head of Customer Marketing

Director of Lifecycle Marketing

Director of Retention Marketing

Transition Opportunities

Product Marketing Manager

Growth Marketing Manager

Customer Success Manager

Community Manager

Partnerships Manager

Common Skill Gaps

Often Missing Skills

Marketing AutomationCustomer SegmentationLifecycle MarketingPerformance ReportingCustomer Advocacy

Development SuggestionsBuild one end to end lifecycle program in a marketing automation tool, starting with a clear goal such as increasing adoption. Use basic segmentation, write the messaging, launch the campaign, and report results with a small set of metrics tied to retention and expansion.

Salary & Demand

Median Salary Range

Entry LevelUSD 70,000 to 95,000

Mid LevelUSD 95,000 to 130,000

Senior LevelUSD 130,000 to 175,000

Growth Trend

Demand is strong, especially in subscription and recurring revenue businesses. Hiring increases when companies prioritize retention, expansion revenue, and customer experience.

Companies Hiring

Major Employers

SalesforceHubSpotMicrosoftAdobeShopifyServiceNowZendeskAtlassianIntuitGoogle

Industry Sectors

SoftwareFinancial TechnologyEcommerceTelecommunicationsHealthcare TechnologyBusiness ServicesEducation TechnologyConsumer Subscriptions

Recommended Next Steps

Create a portfolio with two lifecycle campaigns, one onboarding and one re engagement

Write a one page customer advocacy plan that includes reviews, referrals, and case studies

Practice customer segmentation using real or sample customer data and document your approach

Strengthen cross functional partnering by running a weekly sync with Customer Success and Product Marketing

Prepare interview stories that show measurable impact on adoption, retention, and expansion