The Customer Marketing Manager drives customer marketing programs, focusing on lifecycle communications and customer advocacy to enhance product adoption and retention. Responsibilities include managing email communications, developing engagement programs, and tracking marketing KPIs alongside collaboration with Customer Success and Sales teams. This role requires strong copywriting skills and experience with customer advocacy platforms.
Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Position Description:
The Customer Marketing Manager owns the strategy and execution of programs that drive product adoption, expand customer lifetime value, and deepen engagement across Novara's existing customer base. This is a practitioner role, someone who brings proven customer marketing experience and can build and run programs with minimal oversight.
The role spans three core areas: expansion and adoption marketing, customer communications, and customer engagement. Roughly 40% of the role is focused on driving measurable expansion and retention outcomes through targeted campaigns and lifecycle programs. The remaining 60% is split between owning all customer communications; newsletters, product updates, onboarding sequences, and lifecycle email, and building the engagement programs that keep customers connected to Novara and each other.
This role works closely with Customer Success, Sales, and Product and is measured primarily against Net Revenue Retention, module attach rate, and customer engagement outcomes.
Responsibilities:
- Design and execute quarterly cross-sell and upsell campaigns for across product modules.
- Build a customer segmentation model using usage data, tenure, and firmographics to identify and prioritize expansion opportunities.
- Create product-led growth plays; in-app messaging, email nurtures, and feature adoption webinars tied to specific module adoption goals.
- Develop a customer health scoring methodology in partnership with Customer Success and use it to trigger proactive intervention campaigns.
- Partner with CSMs to identify at-risk accounts and build targeted retention and win-back campaigns before churn risk escalates.
- Support the CS team with QBR templates, content, and data-driven talking points that demonstrate Novara's value to customers.
- Track and report on expansion rate, module attach rate, and churn influence as primary success metrics.
- Own customer newsletter strategy and execution; cadence, editorial calendar, copy, and performance reporting.
- Manage all regular customer email communications across Novara's product line: product updates, company news, and campaign promotions.
- Build and maintain customer email segmentation - communication tracks should reflect customer tenure, module usage, and lifecycle stage.
- Develop onboarding email sequences that drive time-to-value and set clear activation milestones for new customers.
- Build lifecycle nurture programs that progress customers from single-module to multi-module adoption.
- Coordinate with Product on feature launch communications and translate product updates into customer-facing value messaging.
- Ensure all customer-facing communications are consistent in voice, timely, and aligned with campaign and product priorities.
- Participate with customer events: virtual user groups, annual user conference, and regional meetups.
- Develop a customer-facing webinar program tied to product education, best practices, and thought leadership.
- Build and manage a customer community presence; online forum, LinkedIn group, or Slack community that drives peer connection and product adoption.
- Create and manage a community content calendar: discussion prompts, product tips, customer spotlights, and engagement campaigns.
- Monitor community health and participation; report on active engagement rates quarterly.
Expansion & Adoption Marketing (40%)
Customer Communications (35%)
Customer Engagement & Events (25%)
Knowledge, Experience, and Requirements:
- 5+ years of B2B marketing experience, with 3+ years in customer marketing, lifecycle marketing, or a closely related function.
- Demonstrated ownership of lifecycle or expansion programs with measurable outcomes in adoption, retention, or revenue.
- Strong copywriting and content development skills across email, newsletter, and long-form formats.
- Experience building customer segmentation models and translating usage or behavioral data into campaign targeting.
- Analytical mindset - able to build reporting, track KPIs, and translate data into program decisions.
- Comfortable working cross-functionally with Customer Success, Sales, and Product without centralized direction.
- B2B SaaS experience required; compliance, EHS, or operational risk industry experience a plus.
- Experience with Marketo, HubSpot, or similar marketing automation platforms.
- Event management background - virtual or in-person.
- Community building or moderation experience.
- Customer success or account management background.
- Familiarity with Salesforce or 6sense.
Nice to have:
Success Criteria:
- Drives a 15-25% increase in module attach rate within 12 months of first campaign launches.
- Establishes a consistent, high-quality customer communications cadence within 60 days - newsletters, product updates, and lifecycle emails with measurable open and engagement rates.
- Builds customer marketing reporting within 90 days that demonstrates clear pipeline and revenue impact.
- Plans and executes an annual user conference or virtual user group event in year one.
- Customer churn in marketing-engaged accounts tracks 5-10% lower than the unengaged baseline.
Compensation:
Annual Base Salary Range of 100k-120k
Annual Bonus Opportunity of 10%
As a growing company, Novara values its employees by supporting them with a full benefits package including Medical, Dental, Vision, Flexible Spending Accounts, PTO, Paid and Floating Holidays, 401k with Company match and immediate vesting, Company-funded Life Insurance, Employee Assistance Programs, and No-cost Mental Health Benefits.
About Novara
Novara provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Novara, a Providence Equity portfolio company, provides safety and operational risk management software that empowers organizations to identify and resolve issues before they become incidents. Through the Flex and Risk Management Center platforms, Novara helps organizations address operational risk proactively by unifying data, increasing workforce engagement, and proactively managing risk. Novara’s combination of training, software, and tools puts people and safety first while protecting critical operations.
Novara launched January 1 2026, as an independent company, a spin-off of the Flex and RMC software businesses formerly part of KPA.
Don’t meet every job requirement? At Novara, we are dedicated to building a diverse, inclusive, and authentic workplace. Studies have shown that women and people of color are less likely to apply unless they meet every requirement. If you’re excited about the role but your past experience doesn’t align perfectly with every qualification, we still encourage you to apply! You might just be the right candidate for this or other roles.
Please note that we may use AI tools to assist in the initial screening of resumes to help identify qualified candidates more efficiently. All decisions are reviewed by a human recruiter, and no hiring determination is made solely by automated means.
Novara is committed to providing equal opportunity in all of our employment practices, including selection, hiring, promotion, transfer, and compensation, to all qualified applicants and employees without regard to race, religion, religious dress/grooming, color, ethnicity, sex (including sex stereotyping), sexual orientation, gender identity or gender expression, national origin, ancestry, citizenship status, creed, uniform service member status, military or veteran status, marital status, pregnancy, breast-feeding and/or pregnancy-related conditions, age, protected medical condition, leave status, physical or mental disability, genetic characteristics, or any other legally-protected status in accordance with the requirements of all federal, state and local laws. In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire.
If you need assistance or an accommodation due to a disability, you may contact us at [email protected].
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