Responsibilities

• Own cross-sell pipeline and bookings targets by designing and executing integrated expansion programs for existing customers.
• Build lifecycle journeys that align to customer stages (onboarding, adoption, maturity, renewal) and guide accounts toward their “next best” product.
• Partner with Customer Success and Sales to develop expansion playbooks, including targeting rules, talk tracks, enablement assets, SLAs, and handoffs.
• Work closely with Product Marketing to translate product value into clear, persona-based messaging tied to real workflows and outcomes.
• Serve as the go-to marketing owner for add-on products (e.g., RCM, Payments, Clearinghouse, and others), shaping positioning, competitive differentiation, and customer-facing content that supports cross-sell motions when dedicated product marketing resources are not available.
• Create segmentation strategies using product usage signals, customer maturity, firmographics, and engagement behavior to personalize campaigns at scale.
• Launch and optimize multi-channel campaigns across email, in-app messaging, webinars, customer communications, and targeted digital programs that support expansion motions.
• Define KPIs and measurement plans for every program, then iterate based on performance and customer feedback.
• Partner with RevOps to improve targeting, attribution, routing, and reporting so expansion programs are measurable and repeatable.
• Run experimentation and optimization (A/B testing, offer testing, messaging tests, timing tests) to improve conversion to demo, trial, and purchase.