Director of Customer Marketing – Expansion, Lifecycle

Role Overview

• Own the end-to-end customer marketing strategy for expansion and lifecycle, ensuring programs start from customer value and map directly to NRR, expansion, and renewal goals
• Build and maintain a roadmap of expansion-led programs supported by best-in-class lifecycle journeys that guide customers from onboarding to long-term success with Drata
• Partner with Sales leadership and Revenue Operations to define shared expansion KPIs, segmentation, measurement, and reporting frameworks that connect programs to revenue targets
• Collaborate with Customer Success and Product to design integrated, customer-first plays that align field execution, product roadmap, and marketing programs
• Champion an AI-first mindset in customer marketing, using AI for segmentation, content creation, experiment design, targeting, and workflow automation to increase speed, quality, and scale
• Personally architect campaigns, build journeys, write briefs, review copy, and dive into tools and data, while leading and developing a small team
• Design and execute expansion campaigns across segments, products, and use cases, grounded in customer needs, maturity, and outcomes
• Build scalable programs that activate expansion opportunities and ensure they are effectively routed to Sales and CS
• Develop renewal and expansion nurture motions that reinforce value and proactively address churn risks
• Create and maintain playbooks, sequences, and assets for coordinated, consultative expansion outreach
• Design and optimize lifecycle journeys that make it easy for customers to onboard, activate, and grow with Drata, tailored by persona, segment, and product
• Build lifecycle touchpoints that accelerate time-to-value and deepen product mastery
• Partner with Customer Success, Product, and Revenue Operations to identify adoption gaps and create targeted programs
• Use AI to enhance lifecycle programs while maintaining high standards for brand, quality, and accuracy
• Collaborate with Customer Advocacy/Programs to incorporate champions, peer stories, reviews, and references into initiatives
• Own customer communication cadences that educate customers on new capabilities, best practices, and expansion paths
• Build and maintain dashboards and measure the impact of customer programs on NRR, expansion revenue, adoption, and customer health
• Run a culture of experimentation to continuously improve both customer experience and revenue performance

Requirements

• 7–10+ years of B2B SaaS marketing experience, with at least 3+ years focused on customer, lifecycle, or post-sale growth marketing and direct ownership of expansion outcomes
• Proven track record of building customer-first programs that improved NRR, expansion revenue, adoption, and renewal rates
• Strong experience designing multi-touch journeys and campaigns across email, in-app, digital, and events using a modern GTM stack integrated with CRM and revenue operations tooling
• Deep understanding of B2B SaaS customer journeys and how to align Marketing, Sales, Customer Success, and RevOps around customer value and expansion
• Highly analytical and experiment-driven, with the ability to translate data and signals into actionable programs, prioritization, and clear narratives for executives
• Demonstrated experience leveraging AI in marketing workflows
• Experience leading and developing a small team and building scalable, repeatable processes

Benefits

• Up to 100% employer-paid premiums for medical, dental, and vision coverage for employees and their dependents
• Comprehensive wellness benefits and healthcare concierge services
• A comprehensive suite of financial benefits, including a 401(k) plan, company-paid life and disability insurance, tax-advantaged spending accounts, and a range of discounted voluntary offerings
• Paid Parental Leave policy after six months of employment
• Access to Kindbody fertility and family-building benefits
• Generous annual stipends for both professional and personal development
• Flexible vacation policy and paid holidays