Customer Adoption & Engagement Strategy 

• Own and evolve the digital customer adoption and engagement strategy, identifying and prioritizing the highest-impact opportunities across activation, adoption, engagement, retention, and customer risk. 

• Use product usage, customer behavior, and lifecycle data to diagnose friction, uncover opportunities, and develop a clear point of view on how to improve customer outcomes at scale. 

• Define engagement strategies for key customer segments and lifecycle moments, determining when digital, educational, AI-enabled, or human intervention will have the greatest impact. 

• Partner with the VP of Customer Experience and cross-functional leaders to shape priorities and connect customer insights and engagement strategies to broader company goals. 

Journey Design & Execution 

• Architect customer journeys and translate strategy into execution, personally building and launching scalable adoption and engagement programs across channels such as email, in-app experiences, education, AI-enabled engagement, and human outreach. 

• Design personalized, behavior-based experiences that respond to customer lifecycle stage, product usage, engagement signals, and demonstrated needs. 

• Develop proactive approaches to adoption and customer risk, including strategies that address missed milestones, disengagement, usage declines, and other signals before they become larger customer issues. 

• Partner across Product, Product Marketing, Customer Success, Training, Technical Customer Care, Automation, and Data to bring strategies to life while maintaining ownership of the customer experience and outcome. 

Measurement, Experimentation & Optimization 

• Define what success looks like for adoption and engagement initiatives, establishing clear KPIs and connecting programs to measurable customer outcomes such as activation, feature adoption, time-to-value, engagement, and retention. 

• Analyze customer, program, and cohort performance to understand what is working, what isn't, and why—and translate those insights into recommendations and action. 

• Establish a continuous test-and-learn approach across journeys, messaging, channels, timing, segmentation, and interventions. 

• Surface insights and results to CX and company leadership, using what we learn to continually improve the customer experience strategy. 

 

What Success Looks Like 

Success in this role is not measured by the number of campaigns launched or workflows built. It is measured by whether those programs change customer behavior and improve customer outcomes. 

Within this role, you will be expected to: 

• Identify and prioritize meaningful customer adoption and engagement opportunities. 

• Turn customer and product insights into clear strategies and hypotheses. 

• Move quickly from strategy to execution without waiting for a large team to do the work. 

• Demonstrate measurable improvement in customer activation, adoption, engagement, and risk reduction. 

• Build repeatable approaches that can scale across customers, products, and lifecycle moments. 

• Create a continuous learning loop where data and experimentation make the customer experience smarter over time. 

• 8+ years of relevant experience. 3–5+ years in progressively senior/specialized roles in lifecycle marketing and customer tech touch experience. 

• Strong understanding of the customer lifecycle and experience using product usage and customer behavior data to identify opportunities and drive program decisions. 

• Proven track record building a tech-touch or digital CS program from zero: you have stood up the tooling, designed the campaign and journey logic, launched the sequences, and measured the outcomes — not inherited a running system. 

• Demonstrated ability to move between strategic thinking and hands-on execution—identifying an opportunity, developing the strategy, building or launching the solution, and measuring its impact. 

• Deep, hands-on experience with agentic AI tools and workflow automation platforms (e.g., Gainsight, Totango, Intercom, Salesloft, Zapier, Make, or similar) — not as an end user, but as a builder. 

• Direct experience building multi-channel customer engagement across email, in-app messaging, and chat, with a working understanding of how channel, timing, and content interact to drive behavior. 

• Strong analytical foundation: you can construct a health score from raw data, read churn signals in a cohort analysis, and translate both into campaign and journey decisions without needing someone else to interpret the data for you. 

• Strong analytical capability and comfort using dashboards, cohort analysis, product usage data, and performance reporting to independently draw conclusions and make recommendations. 

• Demonstrated ability to own execution end-to-end with minimal oversight — from campaign build, to data pipeline, to leadership-ready reporting — and to prioritize your own workload across competing lifecycle and analytics priorities. 

• Strong cross-functional influence and communication skills, with the ability to turn insights into action and align partners around a strategy. 

• A builder mentality and test-and-learn mindset—energized by ambiguity, comfortable starting with a blank page, and equally willing to develop the strategy and roll up your sleeves to make it real.