We are introducing customer marketing as a dedicated discipline at Planday, and this is the role that will build it.
This is a builder's role: you will define how we market to our existing customers, establishing the strategy, the programmes, and the ways of working from the ground up. Across the UK, Nordics, and Germany, you will design and deliver 1:many marketing that drives adoption, deepens engagement, and turns customers into long-term advocates and expansion opportunities.
You will sit at the heart of our commercial ambition: as we target growth in the UK, defend our leadership in the Nordics, and build momentum in Germany, customer marketing is one of the key levers that connects product value to commercial outcomes. This is a role for someone who is energised by creating from scratch, earns trust through execution, and knows that the best customer marketing is grounded in deep empathy for the people you are marketing to.
Establish the Discipline
Define the customer marketing strategy - audit the current state of customer engagement across all three markets, identify gaps, and build a clear plan for how customer marketing will drive retention, adoption, and expansion at PlandaySet the operating model - establish the ways of working, tools, segmentation logic, and measurement framework that will underpin everything the function deliversAct as the internal champion for customer marketing - educating and aligning stakeholders across Marketing, Customer Success, Customer Support, Product, and Sales on the role and value of the disciplineLifecycle & Engagement Programmes
Build always-on 1:many customer engagement across the customer journey through marketing owned channels (e.g. email, in-product, socials, website)Develop localised programmes for UK, Nordics (Denmark, Norway, Sweden), and Germany - adapting content, tone, and sequencing to reflect the dynamics and customer expectations of each marketAdoption & Expansion
Lead feature adoption campaigns - work closely with Product Marketing to identify the product features most strongly correlated with retention and satisfaction, and creating targeted campaigns that help customers get more from the platformOwn upsell and expansion marketing - delivering behaviour-triggered campaigns that move customers up the tiers, support seat growth, and help customers discover the full value of Planday's offeringPartner with Product Marketing on subscription plan communications and pricing changes, ensuring every customer-facing message reinforces product value and supports commercial goalsAdvocacy & Community
Build Planday's customer advocacy programme - identifying and activating champions within the customer base to generate case studies, reviews, testimonials, and referralsSupport reference and social proof pipelines across markets - working with Sales, CS, Brand and Regional marketing to ensure high-quality customer stories are available for every stage of the buyer journeyExplore community-building opportunities - partner with Regional Marketing to execute local community building opportunities such as webinars, customer events, and user groups, that deepen belonging and peer connection among Planday customersPerformance & Insight
Define and own customer marketing metrics - including engagement rates, adoption scores, NRR contribution, upsell pipeline generated, and advocacy outputs and report regularly against themUse customer health data and behavioural signals to identify at-risk segments and inform targeted retention interventionsFeed customer insight back into the wider marketing and product teams - ensuring the voice of the existing customer shapes how Planday communicates, evolves, and grows
