Senior Manager, Customer Marketing (Canada)

The Role

Dandy is hiring a Senior Manager, Customer Marketing to own how we grow with the customers we already have. Every practice on Dandy represents an opportunity to adopt more of what we offer, and closing that gap - turning a single-product customer into a full-service lab customer - is one of the biggest levers we have for growth. This role sits at the intersection of product marketing, growth, and customer experience. You'll set the strategy for engagement, upsell, cross-sell, referral and expansion across our product lines, and lead a small, growing team to turn that strategy into campaigns that move real metrics like ARPP, LTV, and retention.

What You'll Do

Strategy & Ownership

Own and evolve Dandy's customer lifecycle marketing strategy, identifying inflection points for upsell, cross-sell, referral, and expansion across the customer journey.

Partner with Product Line Leaders and Product Marketing to translate each product line's goals into a coherent strategy against our existing customer base.

Evaluate data on ARPP, LTV, adoption, and churn to continuously adjust strategy, including designing measurement infrastructure (e.g., holdout groups) to prove incremental impact versus organic behavior.

Serve as a key voice in cross-functional planning - partnering with leadership on which product lines and segments to prioritize each cycle, and providing strategic counsel to Marketing and other senior leaders on customer-facing initiatives.

Execution & Team Leadership

Directly manage a Customer Marketing Lead, overseeing email, in-app, direct mail, and digital campaigns in partnership with Demand Generation, Marketing Growth Operations, and Product Marketing.

Build and maintain a test-and-learn framework across channels and segments, leveraging a sophisticated yet nimble approach, and deliver regular reporting that drives fast, data-backed adjustments and surfaces new opportunities.

Manage the customer marketing budget and implement enablement for customer-facing teams (Sales, Account Management, CX) to leverage marketing insights and campaigns.

Customer Programs & Comms

Own our core customer engagement programs - Customer Advisory Board, loyalty program, promotional incentives, and referral program - that build retention and advocacy across our customer base.

Own the customer communication calendar end-to-end, including onboarding comms (with the training team), recurring newsletters, large-scale product launch campaigns, and ad hoc operational comms, ensuring all content is consistent with Dandy's brand and voice.

Drive our voice-of-customer function: managing research requests across the organization, evolving our feedback platform tooling (NPS, in-product surveys), running churned customer outreach, and shaping our brand reputation and review strategy.

MarTech & Data

Own and collaborate on platform strategy and governance for our customer marketing stack (Customer.io, Marketo), including template creation, naming conventions, and access management across teams.

Partner with Data and Engineering to maintain clean, reliable integrations with