Marketing Manager, Expansion

Role Overview

As a Marketing Manager, Expansion, you will be responsible for building and executing marketing programs that drive revenue growth and deepen engagement within FreshBooks’ existing customer base. You will focus on increasing product and feature usage to grow Average Revenue Per User (ARPU) and increase long-term retention.

In this role, you will develop targeted, marketing-led lifecycle and engagement initiatives that help customers realize the full value of the FreshBooks ecosystem. This is a highly collaborative role where you will work closely with Product, Product Marketing, Data, and Revenue Operations to deliver seamless, data-driven customer journeys.

Responsibilities

• Expansion Program Execution: Drive the end-to-end execution of multi-channel marketing programs—including, but not limited to email and in-app messaging—designed to increase product adoption and feature usage.
• ARPU Growth: Develop and lead campaigns focused on moving customers between product tiers and driving the adoption of add-on offerings like Payments and Payroll.
• Lifecycle & Retention Marketing: Build and optimize lifecycle journeys that increase product usage, reduce friction, and reinforce the value of the FreshBooks ecosystem.
• Data-Driven Segmentation: Utilize customer insights and behavioral data to create clear segmentation strategies, ensuring messaging is highly relevant to specific user cohorts.
• Usage Funnel Analytics: Analyze product usage funnels to identify where customers drop off and deploy targeted interventions to improve feature attach rates.
• Experimentation & Optimization: Lead a structured experimentation framework by implementing A/B tests and cohort analysis to continually improve campaign performance and conversion rates.
• Cross-Functional Collaboration: Partner with Product and Product Marketing to align on value propositions and ensure marketing initiatives support the product roadmap.
• Performance Reporting: Track and report on key expansion metrics, including ARPU growth, adoption and usage metrics, and churn performance.
• Customer-Centric Focus: Ensure all initiatives solve genuine customer needs, prioritizing value delivery alongside revenue generation.
• Other duties may be assigned.

Qualifications

• 3-5+ years of experience in lifecycle marketing, expansion marketing, CRM, or revenue marketing, preferably within a SaaS environment.
• Analytical Proficiency: Strong analytical skills with comfort in segmentation, experimentation, and performance reporting; familiarity with BI tools such as Looker is an asset.
• Execution Discipline: Exceptional ability to manage multiple programs simultaneously from planning through to deployment and optimization.
• Collaborative Mindset: Proven ability to work cross-functionally and influence peers across Product, Marketing, and Operations.
• Financial Acumen: Ability to build and maintain basic models to support expansion and packaging initiatives.
• Communication Skills: Excellent storytelling skills with the ability to translate data insights into a customer-focused narrative.
• High Agency: A strong bias for action, self-motivation, and consistent follow-through on complex initiatives.
• Proven Track Record: Demonstrated success in driving measurable revenue impact through upsell, cross-sell, or retention programs.
• SaaS Metric Fluency: Deep understanding of core SaaS metrics, including ARPU, LTV, churn, expansion rate, and usage funnels.