Customer Marketing Manager

Customer Marketing Manager

Location: Remote

About Hatch

Hatch is an AI agent CRM platform that helps home services, home improvement, and field service businesses turn every customer interaction into revenue growth. Our AI agents handle conversations over SMS, email, and voice— 24/7—enabling businesses to scale 1:1 communication without scaling headcount.

Recently acquired by Yelp, Hatch operates as a standalone product and is expanding our reach to help thousands more businesses unlock the revenue sitting in their lead pipeline. We've driven $5.1B in revenue for our customers—and we're just getting started.

The Role

Reporting to the Director of Product Marketing, we’re looking for a Customer Marketing Manager to own the post-sales marketing experience at Hatch. Your charter: product communications, webinars, in-product messaging, and advocacy programs to onboard, engage, and expand our customer base.

This isn’t a support function—it’s a growth function. You’ll partner closely with other Marketing team members, Customer Success and Product to ensure every Hatch customer has a clear path to value, then build the programs that turn satisfied customers into power users and active champions. Your work will be measured against the metrics that matter most: retention, expansion, and advocacy.

What You’ll Own

Customer Lifecycle Marketing

• Design and execute lifecycle marketing programs—onboarding sequences, product adoption campaigns, cross-sell and upsell initiatives, and renewal touchpoints.

• Build and optimize automated nurture flows that guide customers from activation to deep platform usage, while partnering with Customer Success (CS) to enroll new customers into onboarding sequences that drive early product adoption and reduce time-to-value.

• Continuously optimize onboarding content, messaging, and in-product guidance based on customer behavior, CS feedback, and engagement data.

• Develop targeted reactivation campaigns to move identified passive or underengaged customers toward active use.

Product Release Webinars & Customer Communications

• Own Hatch’s webinar program end-to-end—develop a recurring cadence tied to major product releases and milestones; drive planning, promotion, hosting, and follow-up with a clear strategy to move attendees from awareness to active feature usage and keep customers informed.

• Produce and manage all customer communications across email, newsletters, and in-app channels—translate product and company updates into clear, compelling messages customers actually act on.

• Partner with Product and CS to develop messaging frameworks for major releases and ensure consistent, timely communication.

• Maintain a centralized calendar to coordinate and deliver timely, consistent customer communications across all customer-facing channels and programs.

In-Product Marketing

• Design and manage in-product marketing programs—including in-app announcements, feature spotlights, onboarding checklists, and tooltips—that drive adoption without requiring customers to leave the product.

• Collaborate with the Product team to identify the right moments in the customer journey to surface messaging, and measure the downstream impact on feature activation and engagement.

• Use behavioral data and product analytics to continuously refine in-product messaging and improve conversion from feature awareness to active usage.

Customer Advocacy & References

• Build and manage Hatch’s customer advocacy program—recruiting customers for case studies, video testimonials, and monitoring third-party reviews on platforms such as G2.

• Develop a growing bench of referenceable customers and published success stories across Hatch’s key verticals (roofing, HVAC, plumbing, and more).

• Partner with Sales to match prospects with relevant customer references that accelerate deal cycles.

Referral Program

• Own and optimize Hatch’s referral program—driving referral-sourced pipeline and tracking performance end-to-end in CRM.

• Develop referral incentive strategies and activation campaigns that motivate satisfied customers to refer peers.

What You Bring

Experience & Background

• 3–5 years of experience in customer marketing, lifecycle marketing, or growth marketing at a B2B SaaS company.

• Proven track record designing and executing multi-touch marketing programs that influenced retention or expansion revenue.

• Experience planning and hosting customer webinars—ideally product-focused—with a track record of driving attendance and downstream action.

• Familiarity with in-product marketing tools (e.g., Appcues, Pendo, Intercom, or native in-app messaging) and how they connect to adoption outcomes.

• Experience building or contributing to customer advocacy programs, including case study production and review generation.

• Proficiency with marketing automation platforms (e.g., HubSpot, Marketo)

• Self-starter with the ability to build programs from the ground up with limited oversight.

Mindset & Approach

• Builder mentality: You’re comfortable with ambiguity and energized by creating programs from scratch. If the playbook doesn’t exist, you write it.

• Strong communicator: You write clearly and warmly for customer audiences—emails, webinar scripts, product updates, case studies—and you make technical concepts feel approachable.

• Data-native: You pull your own reports, track what matters, and use findings to optimize. You connect program outputs to business outcomes.

• Cross-functional partner: You thrive working alongside Customer Success, Product, and Sales, aligning on shared goals and co-owning programs across teams.

Outcomes You’ve Driven

• Launched or significantly improved lifecycle marketing programs that measurably increased retention or product adoption.

• Built a recurring webinar or customer education program that drove feature activation and measurable engagement.

• Deployed in-product marketing programs that converted feature-aware customers into active users.

• Developed a referenceable customer bench that Sales could leverage to accelerate the pipeline.

• Ran a referral program that generated attributable revenue.

Bonus Points

• Experience marketing to SMB customers or in the home services / field services industry.

• Hands-on experience with referral program tools and tracking referral-sourced pipeline in a CRM.

• Background in product marketing or product communications roles.

Why Hatch?

• Define a charter-stage role: This isn’t a backfill—you’ll be building the Customer Marketing function at Hatch from the ground up.

• Real impact: The programs you build will directly influence retention, expansion, and advocacy for 2,000+ businesses that rely on Hatch every day.

• Massive market opportunity: With Yelp’s backing, we’re scaling fast and have barely scratched the surface of what’s possible.

• Autonomy + ownership: You’ll own the strategy, the channels, and the metrics. Your decisions will directly shape how customer marketing operates.

• Collaborative, mission-driven team: We move fast, care deeply about craft, and win as a team.

• Competitive compensation, equity, and benefits with a remote-first culture.

Key Metrics You’ll Own

• Net Revenue Retention (NRR) and expansion revenue influenced

• Customer engagement scores (email open/click rates, webinar attendance and follow-through, in-product feature adoption rates)

• Onboarding completion rate and time-to-value

• Number of referenceable customers and published success stories

• Referral program–sourced pipeline and revenue

• Customer review volume and ratings (G2, Google, etc.)

What you'll get:

• Effective your first day: Full medical, vision, and dental

• 15 days PTO (accrual begins on date of hire and increases with 2+ years of tenure thereafter), 12 paid holidays, plus one floating holiday

• Monthly wellness subsidy

• Work from home reimbursement

• Flexible spending account

• 401(k) retirement savings plan

• Employee stock purchase plan

• Compensation range for this position is $89,000-$150,000 annually. You may also be offered a bonus and benefits.