Customer Lifecycle Marketing Manager

History & Mission 

Founded in 2014 in Montreal, Canada, Paper is an educational support system (ESS) for K-12 schools across North America. The company’s fundamental mission is to bridge the gap between what schools provide and what students need to succeed. As a personalized learning platform that empowers all students and maximizes their lifetime potential, Paper’s team of vetted and trained educators offer 1:1 online tutoring for any subject, at any time. Students communicate with these educators about their challenges with classwork and solve their problems collaboratively via a rich, text-based environment.

Paper closed its first public school deal in 2018 and has subsequently signed numerous districts onto its platform. In 2019, Paper generated $1 million in annual recurring revenue (ARR) and exited 2022 with $68 million ARR. Paper has grown from 174 employees in 2019 to over 1800 employees currently (split between FTEs and Part-time Tutors). 

Today, Paper serves more than 3 million students from over 400+ school districts across 40 US States and Canada with headquarters in both Montreal and Las Vegas. Paper integrates directly into a school district’s existing IT infrastructure and leverages technology to equip all students with personalized learning to maximize outcomes.

Solutions 

The Paper ESS is comprised of three key solutions allowing each student to build a learning profile that is informed by data collected throughout their academic journey and augmented by the data of Paper’s growing network of learners across North America. Since its founding, the company has been optimizing its product and has evolved into a per-student annual subscription license that targets public school districts as the primary customer.

1. Personalized Tutoring: Paper provides students with 24/7 access to tutoring in any subject, anytime from anywhere. Various communication features (including text, voice notes, and a virtual whiteboard) ensure students have an experience that best suits their preferred learning style. Support is available in English, Spanish, French, & Mandarin.

2. Practice Center: Paper provides practice tools that support in-class and at-home academic practice in engaging formats that focus on their zone of proximal development, including Math, English, Language, Arts, and Reading fluency.

3. College and Career Readiness: Paper provides students with resources that prepare them for life after high school, including academic planning, college and career readiness tools, work-based learning, and micro-credentials. Paper helps ensure every student’s education leads to a successful career outcome, whether through a degree or going into the workforce.

Additionally, the company’s platform delivers a portal for teachers and administrators to gain data and analysis of a student’s competencies and progress. 

Financial Sponsors

Since its founding, Paper has raised over $390 million in financing. In 2016, the company received $1.6 million in seed funding, led by Birchmere Ventures, followed by $7.5 million in a Series A round led by Reach Capital and Bullpen Capital, with participation from Google. In 2020, Paper raised an additional $11 million in funding led by Framework Venture Partners and Salesforce. In June of 2021, the company closed a $100 million Series C led by IVP, and the following year in 2022, Paper closed a Series D financing of $270 million led by Softbank and Sapphire Ventures. 

The Opportunity

Paper grew at an incredibly rapid pace over the COVID-19 pandemic when the world experienced a sudden shift away from the classroom and forced rapid adoption of online learning, education, and virtual tutoring. Post-pandemic, with the democratization of Generative AI and the shift in federal funding, Paper is refocusing its efforts towards a path to profitability.

Job Summary

We are seeking a dedicated Program Designer for our Guided Results-Oriented, Weekly High-Impact Tutoring (GROW) program. This role is crucial for developing and overseeing HIT programs that meet the educational goals of school districts and address the individual needs of students. The ideal candidate will leverage their project management expertise and deep understanding of educational environments to effectively support customers through the design and execution of a successful program.

Job Description

As the Customer Lifecycle Marketing Manager, you will play a key role in driving customer engagement, activation, and retention. Collaborating closely with Sales, CX, and Product Marketing, you will design and implement strategies that enhance product usage, boost customer satisfaction, and foster loyalty. Your efforts will ensure customers realize the full value of Paper's solutions, driving renewals and growth. This role centers on lifecycle and performance marketing, optimizing customer engagement at every stage—from onboarding to active use and renewal—keeping customers connected and invested in Paper's products.

Key Responsibilities:

Lifecycle Marketing Strategy

• Develop and implement a comprehensive customer lifecycle marketing strategy that focuses on increasing product usage, engagement, and retention across key customer segments.

• Work closely with the CX and Product Marketing teams to identify opportunities for engagement at different stages of the customer journey, from onboarding to expansion and renewal.

• Build targeted, data-driven campaigns designed to boost user activation, drive value realization, and support retention goals.

Campaign Development and Execution

• Create, manage, and execute lifecycle marketing campaigns that span multiple touchpoints (email, in-app, webinars, etc.) to drive product awareness, adoption, and engagement among existing customers.

• Use customer segmentation and behavior insights to create tailored marketing campaigns that drive higher engagement and improve retention.

• Ensure that each campaign is aligned with key milestones in the customer journey and school year, delivering the right message at the right time.

Customer-Facing Content Creation

• Work with Product Marketing to create customer-facing materials that effectively communicate product value, features, and best practices, aligning with customer success goals and ongoing product enhancements 

• Collaborate with content, design, and product teams to produce compelling resources, including product guides, tutorials, case studies, and activation campaigns.

Engagement and Retention Strategies

• Develop strategies to engage users at risk of churn, identifying key triggers and executing re-engagement campaigns to increase retention and renewal rates.

• Use customer insights and feedback to continually refine engagement and retention strategies, adapting campaigns based on performance metrics and changing customer needs.

Collaboration and Cross-Functional Partnership

• Partner with Sales, CX, and Product Marketing to ensure alignment between marketing efforts and customer success goals, creating seamless customer experiences that foster long-term loyalty.

• Collaborate on broader customer-facing brand campaigns to enhance overall brand awareness and deepen customer relationships.

Performance Tracking and Optimization

• Track, analyze, and report on the effectiveness of lifecycle marketing initiatives, using data-driven insights to optimize campaigns and improve customer engagement and satisfaction.

• Continuously test and refine marketing efforts to increase activation rates, customer retention, and upsell opportunities.

Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or a related field.

• 5+ years of experience in lifecycle marketing, performance marketing, or campaign management, preferably within SaaS or the educational technology industry.

• Proven track record of driving engagement and retention through targeted marketing strategies.

• Experience with marketing automation platforms, CRM systems, and analytics tools to track performance and optimize campaigns.

• Strong understanding of B2B marketing, including customer lifecycle marketing, segmentation, and customer retention strategies.

• Excellent communication and project management skills, with the ability to manage multiple campaigns and initiatives concurrently.

• Data-driven mindset with the ability to analyze marketing performance metrics and adjust strategies to optimize outcomes.

• Creative thinker with a knack for crafting compelling, user-centric narratives that drive engagement and loyalty.

Skills & Competencies:

• Strategic & Analytical Mindset: Ability to link marketing initiatives to business outcomes and customer success metrics, particularly in complex, relationship-driven environments.

• Strong Collaborative Skills: Ability to work effectively with cross-functional teams, aligning efforts across Sales, CX, and Product Marketing to deliver cohesive, impactful campaigns.

• Customer-Centric Storytelling: Ability to create engaging content and narratives that resonate with existing customers, fostering trust and long-term loyalty.

• Results-Oriented: A proactive, results-focused attitude, comfortable working in a fast-paced environment and managing multiple projects to achieve measurable business growth.

About Paper

Paper offers an exciting, dynamic, inclusive work environment putting excellence at the center of everything we do. Our mission is woven into the fabric of our culture, challenging our team to build meaningful and creative solutions. 

We thrive when we collaborate with each other, and use integrity and selflessness to align our business decisions with our mission. We approach every challenge with positivity, achieving the outcome we want regardless of what gets in the way. Our tenacity propels our hyper-growth, where trust is key and we all strive to make an impact every day.

We believe that diverse teams build better products. Paper does not and will not discriminate on the basis of race, color, religion, gender, gender orientation, gender expression, age, national origin, disability, marital status, sexual orientation, or military status in any of its activities or operations.

Nobody checks every box, but the Paper team is built by passionate and innovative people who share our mission for democratizing education. If you don’t think you meet all of the requirements above but are still interested in the job, please apply.

PS. Equity is our mission! We make sure to treat all candidates equally: If you are interested please apply through our job board - our amazing talent team will reach out! Our team isn't able to pass on any calls/ emails our way - and this makes sure that the candidate experience is smooth and fair to everyone.

Requisition ID

R-100231