Director of Customer Marketing

About The Role

We are looking for an experienced, commercially minded Director of Customer Marketing to lead HiBob’s global customer marketing strategy and build Customer Marketing into a measurable growth engine for the business.

This role will own how Marketing engages customers across the lifecycle - driving deeper product engagement, identifying and activating expansion opportunities, mitigating churn risk, and building a highly engaged community of customer advocates. The Director of Customer Marketing will be accountable for connecting customer insight and behaviour to commercial outcomes. They will build programs that help customers realise greater value from HiBob, increase adoption and engagement, generate and influence upsell pipeline, strengthen retention, and turn our strongest customer relationships into advocacy that supports both customer growth and new-logo acquisition. This is a senior cross-functional leadership role, partnering closely with Customer Success, Account Management, Product Marketing, RevOps and Regional Marketing teams. 

We are looking for someone who combines customer obsession with strong commercial acumen - equally comfortable designing the customer growth strategy, identifying expansion opportunities from data and signals, building lifecycle programs, and creating exceptional customer experiences that strengthen loyalty and advocacy.

What You'll Do

• Lead customer growth: Own the global Customer Marketing strategy and Marketing’s measurable contribution to expansion pipeline, upsell ARR, retention and NRR.
• Build targeted lifecycle programs: Use customer insight, product usage and commercial signals to drive adoption, value realisation, cross-sell and upsell, and proactively engage customers showing churn risk.
• Create coordinated customer experiences: Partner with Customer Success, Account Management, Product and Marketing teams to deliver relevant journeys and communications across onboarding, adoption, growth and renewal.
• Scale advocacy and customer voice: Build programs spanning customer stories, references, reviews, speaking and peer engagement that deepen relationships and support customer growth and new-logo acquisition. Bring customer insights into GTM and Product strategy.
• Build the foundations for scale: Partner with Marketing Operations and RevOps on segmentation, automation, reporting and communication governance, balancing automated journeys with high-touch engagement.
• Measure and optimise impact: Establish clear KPIs, test programs and translate performance data into actionable insights for senior leadership.
• Develop the team: Lead and coach a high-performing Customer Marketing team, building the capabilities and processes needed to scale and prioritising investment for the greatest impact.

What You’ll Bring

• Demonstrable B2B marketing experience, ideally in SaaS or subscription technology, with significant experience in Customer Marketing, Lifecycle Marketing or Customer Growth.
• A proven track record of leading customer marketing at scale, with measurable impact on expansion, retention, adoption and advocacy.
• Deep understanding of the SaaS customer lifecycle and customer economics, including NRR, GRR, churn, expansion ARR and customer health.
• Experience using customer data, product usage and behavioural signals to build targeted, automated lifecycle and growth programs.
• Demonstrated success building advocacy and reference programs that support customer growth and new-logo acquisition.
• Strong commercial judgement, analytical skills and an experimentation mindset, with the ability to turn strategy into clear priorities and measurable outcomes.
• Excellent cross-functional influence and executive communication skills, with experience partnering across Customer Success, Account Management, Sales, Product and RevOps.
• Experience leading and developing high-performing teams, creating clarity, accountability and autonomy.

Join Our Village

HiBob is a village filled with incredible people, and we're proud of that. It's a place where Bobbers can truly be themselves. We're about fun, dreams and ambition just as much as we're about precision, growth and high performance.

Becoming a Bobber means joining a company that values you as a whole person. You'll receive competitive compensation, benefits and pre-IPO equity, alongside:

• Cash allowance to utilise within out benefits platform so that you can mix & match to suit you
• Annual vision allowance
• 25 days annual leave
• Annual Unmind subscription and wellness benefits
• Travel support, including cycle scheme and season ticket loans
• Hybrid working from day one (2 days per week at our Covent Garden office)
• Work-from-home allowance to help set up your home office
• Temporary remote working from anywhere in the world for up to two months after six months of employment
• Bob Balance Days, giving you a company-wide long weekend at the beginning of each quarter
• Two Social Impact days per year for volunteering
• Employee referral and ambassador programmes
• Pension scheme auto-enrolment from day one
• Company and team social events
• Your birthday off, plus a special gift

BELONGING AT HIBOB
Our success depends on our people, and we want HiBob to be a workplace where everyone can feel a sense of belonging and thrive, so we’re committed to being proactive at all levels so that our workforce reflects the communities in which we live, work, and hire.
We are open to all talent. All qualified applicants will receive equal consideration for employment without regard to neurodiversity, race/ethnicity, colour, national origin, religion, gender, pregnancy, marital status, sexual orientation, gender identity/expression, age, disability, genetic information, military service, covered/protected veteran status or any other federal, state or local protected class*(*US only).
Please contact us if you’d like to discuss any adjustments to our process which might help you demonstrate your strengths and capabilities. We want you to bring the best of you. You can email [email protected] or speak to the recruiter when they arrange a call with you.
We will ask you to share some voluntary personal information as you apply. We want to have an opportunity to consider a diverse pool of qualified candidates. This information will assist us in meeting that objective and in understanding how well we are doing against our inclusion and diversity ambitions. Please take a few moments to complete it. Hiring Managers do not have access to this information, and we will treat your information confidentially.