Customer Marketing Lead

What do we do?

Paddle offers digital product companies a completely different approach to their payment infrastructure. Instead of assembling and maintaining a complex stack of payments-related apps and services, we're a Merchant of Record for our customers. That means we take away 100% of the pain of payment fragmentation. It's faster, safer, cheaper, and, above all, way better.

We're backed by investors including KKR, FTV Capital, Kindred, Notion, and 83North and serve over 6,000 software sellers in 245 territories globally.

The role:
We’re hiring a Customer Marketing Lead to own Paddle’s customer storytelling, advocacy, and community-building efforts, supporting both our PLG and sales-led motions. This role turns customer success into scalable proof, and customer engagement into long-term advocacy that drives acquisition, conversion, and expansion.

You’ll develop high-impact customer stories, commercial insights, and references, while also building community connections that fuel events, ABM, campaigns, and content. Crucially, you’ll act as a conduit for customer insights, capturing and surfacing key feedback themes from our most engaged customers to influence GTM strategy, messaging, and product development.

You’ll operate across marketing, sales, product, and customer success to ensure that the voice of our customer is not only heard but leveraged to accelerate growth.

What you'll do:

• Customer Proof Points: Build and maintain a library of case studies, quotes, short-form stories, and stat packs to support GTM campaigns, PLG sign-up flows, and sales conversations.

• Sales & PLG Story Enablement: Create and map proof points for both deal support and scaled motions. Deliver tailored stories for different personas, stages, and regions.

• Reference & Advocacy Program: Stand up a system to track, manage, and activate customer references and advocates across sales, marketing, and product initiatives.

• Customer Insights & Feedback Loops: Conduct interviews, surface patterns, and share insights with Product Marketing, Growth, and Revenue Marketing to sharpen ICP understanding, campaign messaging, and product prioritisation.

• Event & Campaign Activation: Recruit customers for panels, webinars, advisory groups, or peer-to-peer moments as part of events, campaigns, or outbound ABM plays.

• AI-Enabled: Use AI tools to accelerate opportunity identification and increase the velocity of storytelling at scale.

• Revenue Marketing: Provide proof points that strengthen GTM narratives, campaigns, and thought leadership programs.

• Product Marketing: Align customer stories with key personas, use cases, and positioning themes for both motions.

• Demand Gen & ABM: Support targeted campaigns with customer stories and references by vertical, segment, or account tier.

• Growth: Surface stories that resonate with PLG users and support conversion across onboarding, feature adoption, and lifecycle messaging.

• Customer Success: Partner to identify happy customers, manage outreach, and maintain long-term relationships with top accounts.

• Sales & SDRs: Deliver reference content, customer logos, and customer call opportunities that improve close rates and accelerate deals.

We'd love to hear from you if you have:

• 7-10+ years of experience in customer marketing, lifecycle marketing, or closely related B2B SaaS disciplines, with clear ownership of post-sale outcomes such as adoption, retention, or expansion

• A track record of building and scaling programs that demonstrably improve advocacy, product adoption, and customer engagement not just content libraries or asset counts

• Deep expertise in post-sale lifecycle strategy: you understand the customer journey from onboarding to renewal and know how marketing can influence outcomes at every stage

• Demonstrated ability to define strategy, set direction, and influence senior stakeholders across Product, CS, and Revenue

• A data-driven mindset with experience setting program KPIs tied to NRR, adoption, and retention using analytics, product signals, and behavioural data to prioritise activity and report ROI to senior leadership

• Exceptional marketing writing and storytelling skills: you can craft a compelling customer narrative as readily as you can design a retention strategy

• * Experience leading or mentoring marketing practitioners and raising the quality bar within a function

• * A genuinely AI-native approach to the craft: you actively use AI tools and agents in your day-to-day work and have strong opinions about how they should reshape customer marketing from research and writing to personalisation and signal monitoring

• * Experience building or deploying AI-powered workflows within a marketing function: content generation pipelines, automated insight synthesis, agent-assisted lifecycle triggers, or similar

• * Comfort working with emerging agentic tools and the ability to evaluate, embed, and champion new AI capabilities as the landscape evolves

• * A customer-centric mindset and genuine ability to build trusted, long-term relationships with senior customer stakeholders, including executive sponsors and champions

• Bonus: Experience in a dual-motion SaaS business (PLG + sales-led) with exposure to both self-serve and commercial customer marketing

Everyone is welcome at Paddle
At Paddle, we're committed to removing invisible barriers, both for our customers and within our own teams. We recognise and celebrate that every Paddler is unique and we welcome every individual perspective. As an inclusive employer we don't care if, or where, you studied, what you look like or where you're from. We're more interested in your craft, curiosity, passion for learning and what you'll add to our culture. We encourage you to apply even if you don't match every part of the job ad, especially if you're part of an underrepresented group.

Please let us know if there's anything we can do to better support you through the application process and in the workplace. We will do everything we can to support any accommodations needed. We're committed to building a diverse team where everyone feels safe to be their authentic self. Let's grow together.

Our Values

Paddle Together - "None of us, is as smart as all of us"

Paddle Simply - "Simple can be harder than complex: you have to get your thinking clean to make it simple"

Paddle for others - "We can realise our wildest dreams, so long as we help enough other people to realise theirs"

Why you'll love working at Paddle

We are a diverse, growing group of Paddlers across the globe who pride ourselves on our transparent, collaborative and respectful culture.

We are a 'digital-first' company, which means you can work remotely, from one of our stylish hubs, or even a bit of both! We offer all team members unlimited holidays and 4 months paid family leave regardless of gender. We invest in learning and will help you with your personal development via constant exposure to new challenges, an annual learning fund, and regular internal and external training.