Customer Marketing Specialist

Role Overview Mention Me is the referral marketing and customer advocacy platform behind brands like PUMA, Farfetch, and Charlotte Tilbury. We help brands track, attribute, and scale word-of-mouth - including the invisible referrals happening in WhatsApp, DMs, and dark social that no other platform can see.

About the Position We are hiring our first Customer Marketing Specialist to build this function from the ground up. Today, we have expansion potential sitting in the base, and no dedicated marketing function driving upsell, cross-sell, deeper product adoption, or churn prevention. This role will own that function and build a customer marketing engine from scratch.

Key Responsibilities

• Expansion Revenue – Upsell & Cross-Sell
  • Identify and target customers using only one product (e.g., Brand Referral only) and run campaigns introducing them to Product Referral, Audience Builder, ECR, AI Predictive Segmentation, and other modules.
  • Build targeted campaigns triggered by usage signals, feature interest, and lifecycle stage to drive incremental ARR from the existing base.
  • Partner with Customer Success and Account Management to align marketing campaigns with renewal timelines and account health signals.
  • Own the expansion revenue pipeline from marketing – track campaign-sourced upsell and cross-sell as rigorously as new business pipeline.
• Product Adoption & Onboarding-to-Value
  • Build the post-sale nurture engine that gets new customers to their first measurable win within the first 90 days.
  • Create automated adoption campaigns in HubSpot – if a customer has set up Brand Referral but hasn’t activated NameShare or A/B testing, they get a targeted sequence showing how similar brands saw a 31% lift in share rate.
  • Develop feature-specific enablement content that helps customers unlock value from modules they’re paying for but underusing.
  • Deeper adoption equals higher retention equals higher LTV. Every feature activated reduces churn risk.
• Churn Prevention & Early Intervention
  • Build early warning segments in HubSpot using usage data, engagement signals, and renewal timelines to identify at-risk accounts before CS even knows there’s a problem.
  • Design and execute intervention campaigns – targeted content, re-engagement sequences, and value-reinforcement touchpoints for accounts showing declining activity.
• Customer Proof & Advocacy
  • Own the case study pipeline – identify, produce, and maintain a rolling programme of customer stories that feed demand gen campaigns and sales enablement.
  • Build and manage the G2 and Trustpilot review programme – our Trustpilot scores need significant improvement.
  • Develop a customer advocacy programme that identifies and activates promoters for references, webinar appearances, event participation, and peer-to-peer selling.
  • Every proof asset you create directly supports the pipeline – case studies, testimonials, and reviews are some of the highest-converting demand gen assets we have.
• Customer Communications & Community
  • Own the customer newsletter, product update communications, and customer-facing event programme.
  • Coordinate with Product Marketing on product launch communications to the existing base.
  • Develop segmented communication streams so enterprise customers, mid-market brands, and Shopify merchants each receive relevant, tailored content.

Requirements

• 4-6 years’ experience in customer marketing, lifecycle marketing, CRM marketing, or retention marketing in a B2B SaaS environment.
• HubSpot experience is essential. You’ll build workflows, nurture sequences, segmentation, and automated campaigns in HubSpot daily. If you haven’t worked in HubSpot Marketing Hub before, this isn’t the right fit.
• Proven track record of driving measurable expansion revenue, adoption improvements, or churn reduction through marketing campaigns – not just sending newsletters.
• Experience building customer marketing programmes from scratch, or significantly scaling an existing function.
• Comfortable working with data – you can build segments, analyse engagement metrics, and connect campaign activity to commercial outcomes.
• Experience collaborating closely with Customer Success, Account Management, or Sales on account-level campaigns.

Skills & Attributes

• Commercial mindset – you think about customer marketing in terms of ARR impact, expansion revenue, and churn reduction, not just engagement rates.
• Builder mentality – this function doesn’t exist today. You need to be someone who is energised by creating something from nothing, not someone who needs an established playbook.
• Strong written communication – you’ll be writing customer-facing emails, case study briefs, and campaign copy regularly.
• Analytical and structured – you can build a business case for a campaign, measure its impact, and report results to leadership clearly.
• Collaborative and proactive – you’ll work across CS, Sales, Product Marketing, and Demand Gen daily. You need to pull information and insight, not wait for it.

Nice to Have

• Experience in eCommerce, DTC, or martech/SaaS serving retail brands.
• Familiarity with Salesforce and how marketing and revenue data connect across CRM systems.
• Experience with G2, Trustpilot, or similar review platform management.
• Experience with customer health scoring or predictive churn models.

Why Mention Me

• Build the function from scratch. There is no customer marketing at Mention Me today. You’ll define the strategy, build the engine, and own it end-to-end.
• Highest-ROI hire in the business. The combined upside of expansion revenue, cross-sell, and churn reduction from this role is a great opportunity for the business.
• Genuine product differentiation. Mention Me’s platform tracks referrals no one else can see. You’ll be marketing a product that genuinely changes how brands think about growth.
• Strong leadership support. The Snr Demand Generation Manager and CGO are aligned on the critical importance of this role. Budget is secured and the mandate is clear.

Key collaborators: Customer Success team, Account Management team, Product Marketing team, Content, Analytics.