Customer Marketing Lead

TL;DR - As the Customer Marketing Lead you will build and scale the customer marketing engine from 0→1→100. Sitting within Product Marketing, you’ll own the strategy and execution for how we activate, grow, and retain customers across self-serve, startups, and enterprise/B2B segments. You’ll lay the foundation for programs that drive onboarding, product adoption, expansion, and advocacy—with a special focus on designing and owning our Lovable Startups program. As a team lead, you’ll define the operating model, hire and mentor a small team, and work cross-functionally with Product, Sales, and Customer Success to ensure customer marketing is a consistent growth lever for the business.

Why Lovable?

Lovable lets anyone and everyone build software with any language. From solopreneurs to Fortune 100 teams, millions of people use Lovable to transform raw ideas into real products - fast. We are at the forefront of a foundational shift in software creation, which means you have an unprecedented opportunity to change the way the digital world works. Over 2 million people in 200+ countries already use Lovable to launch businesses, automate work, and bring their ideas to life. And we’re just getting started.

We’re a small, talent-dense team building a generation-defining company from Stockholm. We value extreme ownership, high velocity and low-ego collaboration. We seek out people who care deeply, ship fast, and are eager to make a dent in the world.

As a Customer Marketing Lead , you’ll …

• Define the vision, strategy, and roadmap for customer marketing at Lovable—from initial foundation to scaled, repeatable programs.

• Design and own lifecycle programs that drive activation, onboarding, product adoption, and expansion (email, in-app, webinars, campaigns, and playbooks).

• Build and lead the Lovable Startups program end-to-end (positioning, benefits, onboarding journey, nurture tracks, success stories, and measurement).

• Partner with Product Marketing to translate product launches and roadmap into targeted campaigns for existing customers.

• Build segmented customer journeys (self-serve, startups, mid-market, enterprise/B2B) with tailored messaging, education, and upsell paths.

• Develop and maintain measurement frameworks and dashboards to track impact on activation, adoption, expansion, retention, and revenue.

• Collaborate closely with Sales and Customer Success to identify key moments for engagement, cross-sell, and upsell, and equip them with customer-ready assets.

• Build, manage, and coach a small customer marketing team as the function scales—setting priorities, processes, and quality standards.

What success looks like (expected outcomes)

• A thriving, self-sustaining customer community with growing membership, active participation, and clear value for both customers and Lovable.

• Increased product adoption and feature usage across key segments, reflected in metrics such as activation, time-to-value, and expansion/upsell.

• A scalable pipeline of advocates: customer councils, beta testers, references, case studies, G2/review site activity, and customer speakers for events.

• Clear, quantitative reporting that connects community and customer marketing efforts to pipeline, win rates, expansion, and retention.

• Strong internal alignment around customer insights—community signals feed directly into product roadmap, messaging, and go-to-market plans.

• A small but high-performing team with clear priorities, repeatable programs, and room to scale as the company grows.

Requirements:

• 7-10+ years of experience in Customer Marketing ideally in B2B/SaaS.

• Proven track record of taking a customer marketing function or major program from 0→1→scale, including strategy, execution, and measurement.

• Strong understanding of B2B customer journeys and lifecycle metrics (activation, adoption, expansion, retention, churn).

• Experience building and running structured programs for specific segments (e.g., startup programs, partner programs, Customer Advisory Board programs, segment-based lifecycle tracks).

• Data-informed and metrics-driven: comfortable building dashboards, defining KPIs, and tying programs directly to revenue outcomes.

• Excellent storyteller and strategist—able to translate complex product capabilities into clear, compelling value for existing customers.

• Highly collaborative, with experience partnering closely with Product, Sales, and Customer Success.

• People leader with experience mentoring others and setting up basic processes, tooling, and rituals for a growing team.