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Product & Customer Marketing Manager

Toronto, ON

About the product and customer marketing function:

Product and customer marketing is a global function focused on driving product adoption and utilisation, growing customer lifetime value, retention and loyalty, and attracting new customers through customer advocacy. As a global centre of excellence, the team also plays a key role in supporting regional marketers with best practice playbooks they can localise for in-country specific campaigns.


Our collective team remit spans product marketing, customer marketing, referral marketing and community. We’re united by a shared team purpose to drive advocacy so customers stay sticky for the long-haul and recommend us to others to help Practice Ignition grow. 


We’re at our happiest when we’re growing payments and expansion revenue, increasing NPS and our customer health score, building a highly engaged community of advocates, and driving new customers to sign up to Practice Ignition through customer referrals.


About the role:

The product and customer marketing manager is a global hybrid role with a dual focus to drive product adoption and utilisation, as well as payments and expansion revenue. 


This role will be based out of Toronto, ON, but will be a key member of the global marketing team working collaboratively with teams in our Australian, US and UK offices. 


Wearing a product marketing hat, you’ll partner closely with our product team to help drive our product’s success. You’ll champion the voice of our customers during product development, define our product positioning and messaging, lead GTM strategy for new products and features, and ensure that we’re helping customers get the most value out of Practice Ignition. You’ll also be a key enabler of sales and marketing success by equipping teams with the customer & competitor insights, messaging and playbooks they need to help drive take up of the Practice Ignition platform with our target customer personas in key markets.


Wearing a customer marketing hat, you’ll partner closely with our CX team to help deliver exceptional customer experiences across the customer journey, from onboarding to retention. You’ll use your deep understanding of our customers to help define the ideal customer journey and ensure we surface the right message at the right time to drive the desired actions. With a data-driven mindset, you’ll also identify and lead strategic customer marketing campaigns to help our customers onboard seamlessly, get more value from our product as it evolves, and grow payment and MRR expansion revenue over their lifetime. 


Day in the life:

No two days are ever the same, so you’ll thrive in this role if you love variety. You’ll be one of two global product and customer marketing managers who are laser focused on achieving our core team goals.


  • Track and surface key market, customer and competitor insights to help the product team identify problems that need solving and business case compelling value propositions
  • Intimately understand our customers by conducting customer research and analysis to champion the voice of customer in product, sales and marketing
  • Define our product positioning, messaging and packaging to make the complex simple and ensure our product resonates with our target audience at the right price
  • Lead cross-functional GTM strategy and planning to ensure that new products and initiatives land successfully, from helping enable sales to sell the product, marketing to promote the product and CX to onboard and support customers
  • Help drive continual product awareness, education, adoption and utilisation among customers 
  • Strategise and implement segmented, personalised and behaviour-based customer marketing campaigns (via email, in-app and more) to help accelerate time to value and increase customer lifetime value 
  • Help business case promotional offers that will help us grow and expand customer revenue
  • Optimise customer campaign effectiveness by applying a test and learn approach to help drive business outcomes
  • Proactively identify opportunities to target customers with campaigns that improve our customer health score 
  • Support regional marketing teams with best practice content and playbooks they can localise in regional to drive regional product adoption, payment and MRR expansion targets


What you’ll need to succeed:

  • Approx. five years marketing experience with a strong focus on customer marketing and product marketing - you know what it takes to bring a new product or feature to market and engage customers in meaningful ways to drive commercial outcomes such as expansion revenue and retention
  • Experience working for a high growth B2B SaaS or established tech company 
  • Experience working in the accounting or professional services software industry is preferred, but not essential
  • Proficiency in using marketing tech to execute email and in-app campaigns, ideally Intercom, Hubspot and Asana 
  • Growth mindset - you love a good challenge and are a builder at heart. You proactively look at ways we can improve or do things differently 
  • Customer empathy - you love to walk in our customers’ shoes and your approach is informed by a deep understanding of their needs and pain points
  • Storyteller - you know how to distill the complex into the simple and write compelling messaging for a variety of audiences 
  • Stakeholder management - you’re a maestro when it comes to working collaboratively with sales, marketing, customer experience and product teams to rally people around key GTM initiatives
  • Data-driven - you’re as comfortable diving into a spreadsheet or report to dig into what the data is telling you as you are trawling through qualitative customer feedback to identify nuggets of gold
  • Highly adaptable - you love variety and don’t mind wearing a few hats. You know that as the business grows, you’ll have the opportunity to specialise and further hone your skill set in the future


Why join the PI marketing team now?

  • We’re in hyper growth mode and scaling fast - we’ve doubled the size of the global marketing team in recent months to 14 people, and continue to scale. You’ll be joining a fast growing marketing team and will be able to make an immediate impact - not just in your current role to help build product and customer marketing, but also to help us build a world class marketing function. As the newest addition to product and customer marketing, you'll be part of a team of 4 (including head of, product & customer marketing mgr and community & referrals mgr)
  • We’ve just undertaken our biggest-ever product transformation and are about to transform our brand - we’re already a market category leader and you’ll be joining on the cusp of our most exciting brand positioning, proposition and messaging transformation happening later this year
  • We’re more than just accounting software - while we focus on accountants and bookkeepers as our primary customer audience, our platform is also used by other professional services firms and even marketing agencies. There is potential for Practice Ignition to expand to other industry verticals in the future
  • You'll be joining a much loved brand - customers call our platform 'life changing', our NPS is consistently over 50, and we're rated 5 stars on the Quickbooks and Xero marketplace and reviews sites like G2


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