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Director, Customer Marketing

2 months ago

Bristol, United Kingdom Bitsight Full time

Bitsight is a cyber risk management leader transforming how companies manage exposure, performance, and risk for themselves and their third parties. Companies rely on Bitsight to prioritize their cybersecurity investments, build greater trust within their ecosystem, and reduce their chances of financial loss.

Built on over a decade of technological innovation, its integrated solutions deliver value across enterprise security performance, digital supply chains, cyber insurance, and data analysis.

  • We invented the cyber ratings industry in 2011
  • Over 3000 customers trust Bitsight
  • Over 750 teammates are dispersed throughout Boston, Raleigh, New York, Lisbon, Singapore, and remote


Bitsight is seeking a dynamic Director of Customer Marketing. This strategic role will deepen our relationships with existing customers by creating marketing programs focused on customer retention, engagement, and loyalty. The ideal candidate has built a Customer Marketing function from the ground up that includes expansion, retention, and multi-channel lifecycle campaigns, as well as customer advocacy (stories, quotes, online reviews, speaking) and community-building. This position requires a blend of strategic thinking, influence, creativity, execution, and an analytical approach to drive customer engagement, ultimately contributing to our company's growth and reputation in the cybersecurity industry.


Responsibilities:

Customer Marketing Strategy and Programs: Through your deep understanding of the overarching customer-related business priorities and metrics, you will actively and regularly represent the customer voice and data within the marketing organization and across the company. You will lead brainstorming and prioritization exercises to define levers and opportunities for driving customer and geographic segment-specific opportunities and improvements. You will identify, create, and prioritize marketing-specific programs to meet business goals in conjunction with cross-functional partners.


Customer Advocacy and Engagement: You will be responsible for developing and implementing digital and physical programs that foster a strong sense of engagement among our customer base. This includes partnering with the Customer Success teams to identify and nurture customer advocates, contribute to customer communication plans, manage our Customer Advisory Boards (CABs), customer reference program, and producing compelling customer stories and proof points that showcase the quantitative and qualitative value and impact of Bitsight solutions and services.


Customer Feedback and Insights: You will gather and analyze customer feedback to drive continuous improvement in products, services, and customer experience. This includes input from Client Advisory Board members and could also involve surveys, focus groups, or direct customer outreach.


Content Creation and Management: You will work with the Content Marketing team to bring impactful customer-driven content, including case studies, testimonials, and success stories, to life. Your role involves working closely with customers to capture and articulate their experiences, translating complex solutions into relatable and persuasive narratives. This content will be pivotal in demonstrating the real-world benefits of our products and services, serving as a key asset in our sales and marketing efforts. You will actively work a pipeline of fresh customer stories and curate a library for company-wide reference AND ensure they are activated in the right marketing channels to promote retention, expansion and influence prospects to purchase.


Events and Speaker Engagements: You will spearhead efforts to determine the right content and experiences to motivate customers to attend Bitsight-sponsored events. You will lead the content strategy for customer events and curate and manage a roster of customer speakers who can effectively share their success stories and insights. Your role includes coaching these speakers, ensuring their messages resonate with our target audience, and aligning these engagements with our overall marketing strategy and company value story to maximize visibility and impact. You will partner closely with field marketing who are responsible for ensure customer events and user groups are smoothly executed to achieve outcomes.


Key metrics of success: You will be a data-driven marketer who understands, sets priorities against and actively works to improve important business and marketing-level customer metrics including:

  • Customer retention and satisfaction metrics: NPS, gross/net retention, renewals
  • Customer marketing metrics: multi-touch engagement and marketing-sourced pipeline and ARR, tied to campaigns and programs
  • Advocates: #/growth of testimonials, customer stories, ambassadors, reviews


Qualifications:

  • 7+ years of experience in Customer Marketing, specifically within a B2B SaaS environment, cybersecurity strongly preferred.
  • Proven track record of hands-on building and leading successful customer marketing programs that drive engagement, retention, advocacy and expansion.
  • The proven ability to influence others - customers (to share stories), marketing (to partner and execute multi-market global programs) and across business leadership (to build strategy and programs in partnership with customer-facing employees teams).
  • Analytical mindset with experience in measuring and reporting on the success of customer marketing initiatives.
  • Experience in managing customer content and reference programs, including sourcing and developing case studies, testimonials, and other customer-centric content. Demonstrated success in finding, developing and utilizing customer advocates as key spokespeople in content, events, videos, and webinars.
  • Strong storytelling skills, with the ability to craft compelling narratives around customer experiences and successes.
  • Excellent communication and interpersonal skills, particularly with senior level leaders and executives. A knack for building strong relationships with customers and internal stakeholders.
  • Strong project management skills, with the ability to lead cross-functional initiatives and manage multiple projects simultaneously.
  • Bachelor's degree in Marketing, Business, Finance, or Communications. An advanced degree in a related field is a plus.


Detailed Breakdown - Customer Marketing Strategy and Insights

  • Customer Voice Representation:
  • Actively gather and synthesize customer feedback from various channels (surveys, focus groups, direct outreach) to represent within the marketing organization.
  • Ensure the customer perspective is integrated into marketing strategies and decision-making processes.
  • Develop and maintain a customer feedback loop with cross-functional teams to enhance customer experience.
  • Strategic Partnerships:
  • Build and maintain strategic partnerships with Customer Success, Sales, Product, and other teams to align marketing efforts with overall customer-focused business strategies.
  • Foster strong relationships with key stakeholders to ensure cohesive and integrated marketing campaigns.
  • Act as a liaison between marketing and other departments to ensure the customer marketing programs and results are considered in all business decisions.
  • Brainstorming and Prioritization:
  • Lead collaborative brainstorming sessions with internal stakeholders to identify key levers for customer engagement and retention.
  • Prioritize marketing initiatives - in the context of other functional team efforts - based on customer insights, business goals, and potential impact on customer satisfaction and retention.
  • Utilize data-driven approaches to prioritize marketing programs, ensuring alignment with business objectives.
  • Segment-Specific Improvements:
  • Analyze customer data to identify segment-specific needs and opportunities for targeted marketing efforts.
  • Develop tailored marketing strategies for different customer segments to drive engagement and loyalty.
  • Recommend and/or implement geographic-specific marketing programs to address regional customer preferences and behaviors.
  • Program Identification and Creation:
  • Identify, test and develop innovative marketing programs aimed at enhancing customer retention, satisfaction and thus advocacy.
  • Collaborate with cross-functional partners to create and implement marketing initiatives that align with overall business goals. Ie, you may come up with an idea, but the execution might happen through a regional or centralized team (ie, events, webinars).
  • Monitor and evaluate the effectiveness of marketing programs, making adjustments as needed to optimize results.
  • Metrics and Analytics:
  • Establish and track key performance indicators (KPIs) for customer marketing initiatives, such as customer retention rates, Net Promoter Score (NPS), and customer engagement metrics.
  • Use analytics tools to measure the success of marketing programs and provide actionable insights for continuous improvement.
  • Regularly report on the impact of customer marketing strategies to senior leadership, highlighting successes and areas for enhancement.