Customer Expansion Marketing Manager (Benelux)

As a Customer Marketer for the Benelux, you own the strategy and execution for activating and engaging our existing customer base. Your primary mandate is to turn customer insights, campaigns, and programs into measurable commercial impact, with an initial focus on generating a consistent flow of high-quality, sales-ready meetings for Sales and Account Management.

In parallel, you design and scale long-term customer marketing engines, including advocacy, lifecycle engagement, and community initiatives, that drive retention, expansion, and brand affinity. Operating at the intersection of marketing, sales, and customer success, you lead customer marketing initiatives end-to-end, balancing short-term revenue impact with sustainable customer growth and lifetime value.

Your primary KPIs will be:

• Meetings booked

• Pipeline contribution

• Closed won ARR

About the Team

You are part of the Benelux Marketing team and work closely with:

• Account Management & Sales – follow-up, use cases, pipeline

• Customer Success – signals, timing, customer context

• Product Marketing – value propositions, messaging, and use cases

• Performance Marketing – segmentation, dashboards, and reporting

You report to the Head of Marketing and are a trusted sparring partner for the revenue teams within the Benelux.

Your 12-Month Journey

During the first 3 months: 

You quickly become proficient with the platform and develop a deep understanding of our ICPs, customer segments, and product usage. You work with customer data and dashboards to identify commercial opportunities and translate these directly into action-oriented initiatives with clear CTAs focused on booking meetings.

You launch your first meeting-driven customer activations, support customer webinars, and develop local customer messaging and content. The focus is clear: demonstrable ROI and visible impact in the form of booked conversations.

Within 6 months: 

After six months, you independently run meeting- and pipeline-driven customer campaigns and take ownership of activating existing customers toward upsell and cross-sell conversations. You continuously optimize timing, messaging, and channel selection, ensuring a predictable flow of high-quality meetings.

You also start building more structured customer marketing initiatives, such as:

• Targeted lifecycle programs to improve onboarding or accelerate feature adoption

• Initial customer advocacy initiatives (e.g. use cases, quotes, customer-led webinars)
  

After 1 year: 

After twelve months, you have full ownership of customer-to-pipeline marketing in the Benelux. You manage against clear KPIs, continuously optimize based on data, and know how to make commercial impact scalable and sustainable.

You build and scale:

• Customer advocacy: case studies, customer stories, testimonials, and speaking opportunities

• Lifecycle engagement programs that drive retention, adoption, and expansion

• Community and feedback initiatives (such as input for a Customer Advisory Board or Voice of the Customer programs) in close collaboration with Product Marketing
  
  

You are the regional point of contact for customer growth and provide strategic input on how marketing contributes to both short- and long-term value creation.

What You’ll Be Doing

• Develop and execute commercially focused customer activation campaigns

• Build multichannel campaigns (email, in-app, webinars, events) with clear CTAs

• Actively collaborate with Account Management to initiate upsell and cross-sell conversations

• Coordinate customer webinars, use-case sessions, and events with conversion goals

• Set up and expand customer advocacy (case studies, quotes, testimonials)

• Design lifecycle programs to optimize onboarding and feature adoption

• Collaborate with Product Marketing on community and Voice of the Customer initiatives

• Continuously optimize based on funnel, conversion, and pipeline data

What You Bring

• 5+ years of experience in B2B SaaS customer, lifecycle, or revenue marketing

• Proven experience with campaigns that generated meetings and pipeline

• Strong commercial mindset combined with customer-centric thinking

• Excellent content and communication skills (written and verbal)

• Ability to create high-quality content across multiple formats

• Data-driven way of working, focused on conversion and impact

• Fluent Dutch (C1+) and English

• Experience with HubSpot or similar marketing automation tools

• Self-starter, accountable, and comfortable owning results

• Nice to have: Intercom, Planhat, Mixpanel experience

Why This Is a Great Role

• You make direct, visible commercial impact without losing sight of the long term

• You work at the intersection of marketing, sales, and customer success

• You build real customer relationships while driving pipeline

• You get the space and trust to build and scale programs

• You play a key role in how marketing creates commercial value within the Benelux

What we offer:

• Flexibility to work from home in the Netherlands and from our beautiful canal-side office in Amsterdam

• A chance to be part of and shape one of the most ambitious scale-ups in Europe

• Work in a diverse and multicultural team

• €1,500 annual training budget plus internal training

• Pension plan, travel reimbursement, and wellness perks

• 28 paid holiday days + 2 additional days to relax in 2026

• Work from anywhere for 4 weeks/year

• An inclusive and international work environment with a whole lot of fun thrown in!

• Apple MacBook and tools

• €200 Home Office budget

About Tellent

Tellent is a leading Talent Management Suite designed to empower HR & People teams across the entire employee journey. Our all-in-one platform combines an Applicant Tracking System (Tellent Recruitee), an intuitive HRIS (Tellent HR), and powerful Performance Management software (Tellent Grow).

With 250+ team members globally, 7,000+ customers in 100+ countries, and a growing ecosystem of 500+ partners, we help organizations attract, grow, and retain top talent — and we’re just getting started.