Customer Marketing Manager - Broad-based GTM

TMA Systems is a technology company providing web-based maintenance management solutions for organizations across multiple industries. The Customer Marketing Manager will own and scale lifecycle communications, customer programs, advocacy initiatives, product updates, and incident messaging across multiple products and customer segments. The role will collaborate cross-functionally to improve customer engagement, adoption, retention, and referrals through segmentation, personalization, and analytics.

Responsibilities:

• Own the end-to-end customer communication strategy across multiple products and segments
• Develop and execute fully integrated upgrade, upsell, and cross-sell campaigns to drive pipeline and product adoption (onboarding, adoption, expansion, retention)
• Develop segmentation strategies tailored to different ICPs, industries, and product lines
• Work closely with product marketing, customer success and sales to manage communication channels including email, in-app messaging, and customer newsletters
• Work with the event team to promote and drive attendance to our User Conference and customer advisory board programs
• Partner with product marketing, engineering, and support teams to translate complex updates into clear customer-facing messaging
• Manage customer communications for:

Product launches and feature releases

Planned maintenance and outages

Incident follow-ups and postmortems

• Ensure messaging is timely, accurate, and aligned with brand voice
• Design and manage customer referral programs to drive new business growth
• Build and scale advocacy initiatives (reviews, testimonials, case studies, references)
• Identify and nurture power users and champions across different customer segments
• Work closely with Product Marketing and Customer Success to identify communication needs and opportunities
• Partner with Product Marketing on positioning and messaging consistency
• Align with Support and Operations teams on incident communication workflows
• Collaborate with Growth/Marketing Ops on campaign execution and measurement
• Develop frameworks to manage communications across multiple ICPs and product lines
• Ensure messaging relevance through personalization and behavioral targeting
• Balance scalability with tailored experiences for key customer segments
• Define KPIs for customer engagement, adoption, retention, and advocacy
• Analyze campaign performance and continuously optimize messaging and channels
• Use customer data to inform strategy and improve communication effectiveness

Requirements:

• 5+ years of experience in customer marketing, or CSM in a software environment
• Experience supporting multiple products and/or diverse ICPs
• Excellent communication and stakeholder management skills
• Strong written communication skills, especially for translating technical topics into clear messaging
• Familiarity with marketing automation and CRM tools (e.g., HubSpot, Salesforce, Gainsight, ZenDesk, etc.)
• Data-driven mindset with experience in segmentation and campaign analytics
• Ability to manage multiple stakeholders and prioritize in a fast-paced environment
• Experience managing customer communications during incidents or outages is a strong plus
• Design and manage customer referral programs to drive new business growth
• Build and scale advocacy initiatives (reviews, testimonials, case studies, references)
• Identify and nurture power users and champions across different customer segments
• Familiarity with healthcare, education and manufacturing industries