D2L

Senior Manager, Customer Marketing

D2L

full-time

Posted on:

Location Type: Remote

Location: Remote • 🇨🇦 Canada

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Salary

💰 CA$95,000 - CA$122,500 per year

Job Level

Senior

About the role

  • Define and own the customer marketing strategy and roadmap across onboarding, adoption, renewal, expansion, and advocacy.
  • Translate company and segment priorities into clear customer marketing objectives, plans, and measurable outcomes.
  • Provide thought leadership internally on what “good” looks like for customer lifecycle and advocacy at D2L.
  • Design and oversee targeted lifecycle programs that support onboarding, product activation, value realization, and renewal.
  • Architect multi-channel journeys (email, in-app, webinars, communities, events) that deliver the right message at the right time.
  • Establish a test-and-learn approach to continuously refine messaging, segmentation, and touchpoints.
  • Partner with CS and RevOps to identify risk and opportunity segments and build campaigns that reduce churn and drive expansion.
  • Develop plays and programs that support upsell/cross-sell motions, and feed qualified expansion signals to Sales and CS.
  • Build a reporting rhythm that connects customer marketing activity to retention, expansion, and engagement KPIs.
  • Lead the strategy for customer advocacy, including reviews, references, case studies, and customer stories.
  • Work with Sales, CS, and Product Marketing to identify advocates and activate them across campaigns, events, and launches.
  • Ensure customer proof is easy to find and use across sales plays, marketing assets, and executive narratives.
  • Use marketing automation and customer data platforms to design scalable journeys.
  • Build dashboards and reporting to monitor lifecycle performance, advocacy output, and program ROI.
  • Use insights from product usage, CS feedback, and campaign performance to refine strategy and prioritize investments.
  • Act as the primary point of contact for customer marketing with CS, Sales, Product, and Regional/International teams.
  • Align stakeholders on priorities, clarify roles between customer marketing and customer product marketing, and resolve overlaps.
  • Lead cross-functional planning and communication to ensure customer programs are understood, adopted, and well executed.
  • Provide direction to specialists, agencies, and internal partners supporting customer campaigns and content.
  • Mentor junior marketers and help build customer marketing capabilities across the broader team.

Requirements

  • 7+ years of experience in customer marketing, lifecycle marketing, or related B2B marketing roles.
  • Experience in B2B SaaS or technology-driven products; education or learning technology experience an asset.
  • Demonstrated success designing and running lifecycle and advocacy programs that drive measurable improvements in retention and expansion.
  • Advanced, hands-on experience with marketing automation and CRM tools (e.g., Marketo, HubSpot, Planhat, Salesforce).
  • Strong understanding of customer segmentation, email/in-app marketing, and customer health metrics.
  • Proven ability to translate data and qualitative insight into clear strategies, programs, and experiments.
  • Experience presenting to and influencing senior stakeholders; comfortable operating in a matrixed, cross-functional environment.
  • Exceptional written and verbal communication skills.
Benefits
  • Impactful work transforming the way the world learns
  • Flexible work arrangements
  • Learning and Growth opportunities
  • Tuition reimbursement of up to $4,000 CAD for continuing education through our Catch the Wave Program
  • 2 Paid Days off for Catch the Wave related activities like exams or final assignments
  • Employee wellbeing (Access to mental health services, EFAP program, financial planning and more)
  • Retirement planning
  • 2 Paid Volunteer Days
  • Competitive Benefits Package
  • Home Internet Reimbursements
  • Employee Referral Program
  • Wellness Reimbursement
  • Employee Recognition
  • Social Events
  • Dog Friendly Offices at our HQ in Kitchener, Winnipeg, Vancouver and Melbourne.

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
customer marketinglifecycle marketingmarketing automationCRMcustomer segmentationemail marketingin-app marketingcustomer health metricsdata analysisprogram design
Soft skills
thought leadershipcommunicationinfluencingcross-functional collaborationmentoringstakeholder alignmentstrategic planningproblem-solvingorganizational skillsteam leadership