Director, Install Base Marketing & Customer Growth

WM Synergy is a leading ERP consulting and technology services firm serving over 1,800 manufacturers and distributors across North America. Our portfolio spans ERP implementation and optimization (Infor Visual, Infor CSI/SyteLine, and Acumatica), cloud hosting and managed services, proprietary IP solutions including AI-powered analytics and marketing automation, and migration services for companies modernizing their technology platforms. We are a trusted long-term partner to mid-market manufacturers in discrete, process, and mixed-mode environments and we are actively investing in AI-driven capabilities that help our customers and our own teams work smarter and grow faster.

Recent Voice of Customer research has made one thing clear: our customers dont know the full breadth of what WM Synergy can do for their businesses. Despite a deep, loyal install base of 1,800+ accounts, cross-sell and upsell penetration remains significantly below potential. We are creating this new Director-level role to change that.

The Director of Install Base Marketing & Customer Growth will own the strategy, programs, and execution required to systematically drive awareness, engagement, and revenue expansion across our existing customer base. This is not a brand awareness or lead generation role. This is a revenue-accountable position focused on turning our install base into our most productive growth engine using every tool available, including AI-powered marketing automation, to do it at scale.

Install Base Growth Strategy

Develop and execute a comprehensive install base marketing strategy that drives measurable cross-sell, upsell, and expansion revenue across all WM Synergy business units and solution areas.

Build and maintain a detailed segmentation model of the 1,800+ customer base by ERP platform, industry vertical, current product footprint, whitespace opportunity, contract lifecycle, and engagement health.

Define target account tiers and build tailored marketing motions for each segment, from high-touch ABM for strategic accounts to scalable digital nurture for the long tail.

Leverage AI-powered marketing tools to automate outreach, personalize content at scale, and surface actionable insights from customer engagement data.

Campaign Development & Execution

Design and run multi-channel campaigns (email, webinar, digital, direct mail, events, customer advisory boards) that educate existing customers on the full WM Synergy portfolio, including ERP optimization, hosting, managed services, InsightsAI, integration solutions, and migration pathways.

Create compelling customer-facing content: solution briefs, case studies, ROI calculators, comparison guides, and thought leadership tailored to manufacturing and distribution audiences.

Coordinate with BU leaders (Visual, CSI, Acumatica, Apptrix, CSM) to develop solution-specific messaging and go-to-market plays for their install base segments.

Apply AI-assisted content creation and campaign optimization to improve speed-to-market and campaign effectiveness.

User Events & Customer Engagement

Plan, promote, and manage WM Synergys portfolio of user events throughout the year, including regional user group meetings, annual user conferences, product-specific webinar series, and customer advisory board sessions.

Own the full event lifecycle from agenda development and speaker coordination to promotion, registration, onsite or virtual execution, and post-event follow-up that converts attendance into pipeline.

Build a customer community strategy (user groups, advisory boards, online forums) that deepens relationships, surfaces expansion opportunities, and creates organic demand across the install base.

Partner with BU leaders and Customer Success to ensure every event delivers measurable value to attendees and actionable intelligence back to the business.

Sales Alignment & Pipeline Contribution

Partner closely with Account Executives, Customer Success, and BU sales leaders to ensure marketing programs translate directly into qualified pipeline and closed revenue.

Establish and manage a marketing-sourced and marketing-influenced pipeline target specifically for install base expansion.

Build a structured handoff process between marketing engagement signals and sales outreach, ensuring no opportunity falls through the cracks.

Provide sales teams with account intelligence, talking points, and enablement assets for customer conversations.

Customer Advocacy & Voice of Customer

Launch and manage a Voice of Customer program that continuously captures customer needs, satisfaction drivers, and whitespace opportunities, feeding insights back to product, services, and sales teams.

Build a customer reference and advocacy program that turns successful engagements into referenceable case studies, testimonials, and peer-to-peer selling opportunities.

Measurement & Optimization

Define and report on KPIs: install base penetration rate, cross-sell/upsell pipeline generated, campaign ROI, customer engagement scores, event attendance and conversion rates, NPS/CSAT trends, and revenue influenced.

Build dashboards and reporting cadences for executive leadership that tie marketing activity directly to revenue outcomes.

Continuously test, learn, and optimize. Treat the install base as a portfolio and iterate on what works.

Deep understanding of B2B marketing strategy, account-based marketing, and lifecycle marketing in a technology or professional services environment.

Hands-on experience with AI-powered marketing tools, marketing automation platforms (HubSpot, Marketo, Pardot, or similar), and CRM systems.

Proven ability to plan and execute customer-facing events at scale, including user conferences, regional user groups, and webinar programs.

Strong ability to partner with sales teams. Understands pipeline mechanics, CRM hygiene, and how to build trust with quota-carrying reps.

Excellent written and verbal communication skills with the ability to translate complex technical solutions into clear, compelling customer-facing messaging.

Strong analytical orientation: comfortable building business cases, measuring ROI, and making data-driven decisions.

Familiarity with ERP platforms, manufacturing and distribution industries, or managed services is a strong advantage.

Bachelors degree in Marketing, Business, Communications, or a related field.

8+ years of progressive experience in B2B marketing, customer marketing, or account-based marketing, with at least 3 years in a leadership or director-level role.

Proven track record of driving measurable revenue growth from an existing customer or install base. Must be able to point to specific programs built and the pipeline or revenue they produced.

Experience planning and executing customer events, user conferences, or user group programs at scale.

Demonstrated use of AI-powered marketing tools to improve campaign performance, personalization, or operational efficiency.

Experience in ERP, enterprise software, or manufacturing technology markets preferred. Familiarity with Infor (Visual, CSI/SyteLine) or Acumatica is a strong plus.

Background in customer success, account management, or consultative sales is a plus.

MBA or advanced degree preferred.

Ability to work remotely with up to 25% travel required within the US for customer events, user group meetings, and industry conferences, or as management directs.

Ability to manage multiple programs simultaneously in a fast-paced environment.

First 90 Days: Complete install base segmentation and whitespace analysis. Audit all existing customer communication channels, event history, and content. Build relationships with every BU leader and the sales team. Deliver a 12-month strategic plan with specific pipeline, event, and revenue targets.

Months 4 to 6: Launch the first wave of targeted cross-sell campaigns across at least two BUs. Execute the first user event or user group meeting under your ownership. Establish the marketing-to-sales handoff process with measurable SLAs. Begin producing install-base-specific content including case studies, solution briefs, and a webinar series.

Months 7 to 12: Deliver a measurable increase in install base pipeline contribution. Achieve defined penetration rate improvement across key solution areas. Launch or expand a customer advisory board or user group program. Build a repeatable, scalable install base marketing engine powered by AI and data that the company can invest behind.

Competitive base salary commensurate with experience, plus performance-based bonus tied to install base revenue growth targets. Comprehensive benefits package including health, dental, vision, 401(k), and flexible PTO. This role offers the rare opportunity to build something from the ground up inside an established, profitable company with a massive untapped customer base.