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Demand Generation Marketing Manager

Montreal, Canada

Pour la version française de cette description de poste, veuillez consulter le lien suivant / For the French version of this job description, please refer to the following link:

About AppDirect

Become a digital, global citizen and enable the new generation of digital entrepreneurs around the world. AppDirect offers a subscription commerce platform to sell any product, through any channel, on any device - as a service. We power millions of subscriptions worldwide for organizations. We do this by our values-driven culture - one that enables you to Be Seen, Be Yourself, and Do Your Best Work.

About You

As the Demand Generation Marketing Manager, your mission is to develop and execute impactful marketing strategies that drive customer retention, upsell/cross-sell opportunities, and deliver a predictable stream of high-quality leads to our sales team. You will be instrumental in optimizing our customer lifecycle, enhancing customer lifetime value (CLTV), and shortening sales cycles through targeted, data-driven campaigns.

What you'll do and how you'll make an impact

  • Develop and Execute Retention Strategies: Design, implement, and optimize upsell and cross-sell campaigns aimed at improving customer retention and increasing customer lifetime value (CLTV). Deliver a predictable stream of warm, high-quality leads to sales, improving conversion rates, reducing sales touchpoints, and shortening sales cycles.
  • Campaign Planning & Execution: Collaborate with internal stakeholders, such as Product  Marketing and Sales, to build and launch multi-channel campaigns (email, webinars, content) that align with company goals and customer needs, including both first-party and third-party product promotions.
  • Cross-functional Collaboration: Partner with teams across Product, Sales, Data, and Creative to coordinate efforts, ensure alignment, and maintain consistency in messaging and execution.
  • Segmentation and Targeting: Leverage customer data to create targeted marketing segments and personalized content strategies that drive engagement and loyalty.
  • Performance Analysis & Optimization: Monitor KPIs and campaign performance metrics, using insights to continuously test, iterate, and optimize lifecycle programs for better results.
  • Customer Insights & Journey Mapping: Analyze customer behaviors and identify friction points in the customer journey, working to improve customer experience and retention through tailored initiatives.
  • Creative Direction and Messaging: Collaborate with creative teams to develop compelling messaging, visual assets, and calls to action that resonate with different customer segments.
  • Innovation & Growth Initiatives: Identify new opportunities for growth through emerging trends, marketing technologies, and data-driven experimentation.
  • Reporting and Stakeholder Communication: Turn business goals and priorities into annual and quarterly lifecycle marketing plans. Drive ongoing performance measurement and optimization to increase the impact of lifecycle marketing initiatives and campaigns.

What you’ll need

  •  8+ years of demand generation and / or customer marketing at a B2B software company.
  • Deep understanding of customer journey stages and strategies to optimize retention, upsell, and cross-sell.
  • Proficiency with tools like CRM and marketing automation platforms such as Hubspot or Marketo. 
  • Ability to create and manage dynamic customer segments and deliver personalized content at scale.
  • Strong command of marketing analytics, cohort analysis, A/B testing, and tools like Google Analytics, Domo, or Excel.
  • Hands-on experience creating and managing email, virtual events, paid media, and in-app messaging campaigns.
  • Experience designing and executing experiments to optimize marketing performance and drive continuous improvement.
  • Ability to write or guide effective customer messaging, and collaborate with design teams to produce compelling creative assets.
  • Skilled at managing multiple projects simultaneously, with attention to detail and ability to hit deadlines.

At AppDirect, we believe that innovation thrives in an environment that houses diversity of excellence, experience and thought. We respect each AppDirector as their own fingerprint; unique with no one alike. We foster an environment of inclusion without regard to race, religion, age, sexual orientation, or gender identity enabling AppDirectors to embrace their uniqueness to do their best work. As such, we strongly encourage applications from Indigenous peoples, racialized people, people with disabilities, people from gender and sexually diverse communities, and/or people with intersectional identities.

At AppDirect we take privacy very seriously. For more information about our use and handling of personal data from job applicants, please read our Candidate Privacy Policy. For more information of our general privacy practices, please see AppDirect Privacy Notice: https://www.appdirect.com/about/privacy-notice

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