Job Description
About the Role
As a Senior Manager, Expansion, you are the strategic architect of the marketing programs that drive revenue growth and deepen engagement across the FreshBooks customer base. Moving beyond execution, you will own the holistic orchestration of customer communications across Core Subscription, Payroll, Payments, and Financial Services—driving organizational prioritization across workstreams to maximize average revenue per user (ARPU) and long-term retention.
You will serve as the primary lead of the customer communication ecosystem, ensuring our contact strategy is expertly balanced between high-conversion performance and a premium user experience. This is a high-impact leadership role requiring a blend of analytical rigor, cross-functional influence, and a deep-rooted understanding of SaaS unit economics.
What You'll Do
- Lifecycle Strategy & Ownership: Own the end-to-end journey for existing customers, including reengagement, and multi-product adoption. Partner with Product and PMM to design journeys and customer success paths that drive long-term retention.
- Contact Strategy & Governance: Act as the primary lead for the customer communication ecosystem. Define global contact policies and frequency caps to prevent marketing fatigue, ensuring a cohesive, high-value narrative that balances the needs of various business lines.
- Integrated Calendar Management: Own the master communication calendar for the customer base. Provide cross-functional visibility and lead the prioritization of high-impact expansion initiatives over lower-value noise.
- Revenue & P&L Impact: Taking accountability for expansion targets by filtering and prioritizing opportunities that offer the strongest P&L impact
- Advanced Funnel Optimization: Lead the analysis of usage funnels to identify friction points within both marketing channels and the product experience, partnering with Product to drive in-app growth.
- Cross-Functional Leadership: Serve as a key advisor to Product, Product Marketing and Revenue Ops on pricing, packaging, and GTM plans. Turn high-level business objectives into actionable lifecycle programs that ship and perform.
- Operational Excellence: Build the expansion marketing playbook, standardizing experimentation frameworks, measurement baselines, and reporting that can be scaled across the organization.
- Data-Driven Experimentation: Lead an experimentation roadmap tied to core KPIs like multi-product attach and first year retention. Move from reactive reporting to surfacing deep insights that influence future strategy.
- Other duties may be assigned.
What You'll Bring
- Experience: 7+ years in lifecycle, CRM, or revenue marketing, with at least 3 years focused on post-upgrade expansion within a high-growth SaaS environment.
- Strategic Governance & Orchestration: Proven track record of managing complex customer contact strategies and global communication calendars. You possess the professional maturity to prioritize high-impact initiatives while protecting the user experience.
- Advanced Analytical & Financial Rigor: Expert-level ability to interpret complex datasets and build business cases. You are fluent in SaaS unit economics - including cohort retention, ARPU, and expansion rates and can translate these into actionable growth models.
- Architectural Mindset: Experience building expansion playbooks, including scalable experimentation frameworks, measurement baselines, and standardized reporting structures.
- Cross-Functional Influence & Storytelling: Proven ability to align cross-functional teams around shared goals. You can distill performance metrics into a compelling narrative that connects business objectives to the customer experience.
- Execution Discipline & High Agency: A proactive leader with a strong bias for action and the ability to manage multiple high-stakes workstreams from high-level planning through to optimization.
- Proven Revenue Impact: A demonstrated history of driving measurable revenue growth through sophisticated cross-sell, or retention programs.
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