Lifecycle & Customer Marketing Director, Veriff
$175-195k
+ Stock options
AI driven verification platform
Job no longer available
AI driven verification platform
501-1000 employees
Job no longer available
$175-195k
+ Stock options
501-1000 employees
Company mission
To bring transparency to the digital world — making it safer for everyone online.
Role
Who you are
- 10+ years of B2B SaaS marketing experience, with at least 4–5 years leading lifecycle or customer marketing programs
- Proven experience building multi-stage lifecycle programs that drive engagement, retention, and expansion
- Demonstrated success developing customer advocacy or reference programs and integrating them into sales and marketing activities
- Experience partnering with account and customer success teams to design programs that support strategic account growth and retention
- Strong understanding of ABM practices and how to apply them to customer marketing initiatives, including events and digital programs
- Deep familiarity with marketing automation platforms (HubSpot, Marketo, or equivalent) and CRM data structures
- Strategic thinker with strong analytical skills and the ability to connect data to measurable business impact
- Excellent communicator and cross-functional collaborator who can align product, sales, and marketing around shared goals
- Strong writing and messaging skills, with the ability to create or edit copy that is clear, persuasive, and on-brand
- Solid understanding of data governance, privacy regulations, and best practices for compliant customer communication
What the job involves
- Veriff is entering its next phase of growth, and we’re investing in a more holistic approach to customer engagement, retention, and advocacy
- As the Director of Lifecycle & Customer Marketing, you will define and lead the strategy that drives engagement across the entire customer journey, from activation and onboarding to advocacy and expansion
- You will be responsible for how Veriff builds long-term relationships with customers, ensuring every touchpoint—from automated nurture programs to executive events—deepens trust, accelerates adoption, and fuels growth
- This is both a strategic and hands-on role that blends leadership, creative storytelling, and operational excellence
- You will collaborate closely with Product Marketing, Demand Generation, Content, Customer Success, and Account teams to align lifecycle programs with business priorities and measurable outcomes
- Lifecycle Strategy and Customer Growth
- Define and own Veriff’s end-to-end customer lifecycle strategy, covering activation, renewal, and expansion
- Develop frameworks and programs that increase retention, upsell, and customer lifetime value across all customer segments
- Partner with Account Management and Customer Success teams to design lifecycle programs that support expansion and retention within key accounts
- Apply Account-Based Marketing (ABM) principles to customer engagement through targeted events, digital activations, and personalized campaigns for strategic accounts
- Work with RevOps and Marketing Ops to establish strong governance, measurement, and compliance standards for customer communications
- Integrate lifecycle programs into product usage data, campaign signals, and CRM workflows to deliver timely, relevant messaging
- Drive customer segmentation and personalized communication strategies in collaboration with data and analytics teams
- Customer Marketing and Advocacy Activation
- Lead Veriff’s customer marketing efforts, amplifying customer stories through digital, social, and experiential channels
- Develop and scale a formal customer advocacy program, identifying champions, cultivating referenceable customers, and encouraging participation in events, webinars, case studies, and media opportunities
- Build a strong community of trusted advocates who are eager to share their Veriff experience and represent the brand in public forums and private networks
- Partner with PMM, CS, and Sales to translate customer outcomes into content that supports pipeline generation and deal acceleration
- Own the customer communications strategy for product launches, events, and key announcements to ensure consistency and impact
- Begin laying the groundwork for a future Customer Advisory Board by identifying the right mix of advocates, defining participation models, and collaborating with leadership to shape how Veriff gathers ongoing customer insight and influence
- Measurement, Reporting, and Optimization
- Define and track lifecycle KPIs such as activation rate, engagement, retention, expansion, and advocacy
- Partner with Data team to build dashboards that visualize customer engagement and growth impact
- Develop testing frameworks for nurture, onboarding, and retention programs, and continuously optimize based on performance data
- Translate insights into actionable plans that improve conversion, retention, and advocacy across audience segments
- Leadership and Team Development
- Start as a team of one with cross-functional support, but eventually build and lead a high-performing team across lifecycle, customer marketing, and email operations
- Mentor and develop team members, ensuring alignment with campaigns, content, and product marketing initiatives
- Champion customer marketing as a strategic growth driver across Veriff, influencing how the company communicates, celebrates, and learns from its customers
- Foster strong collaboration between marketing, sales, and customer success teams to create an integrated and consistent customer experience
Our take
Veriff started when the founder tried to access one of the worlds largest online marketplaces underage. He realised that, with some slight photo editing, he could easily break through their verification process. The company believes that identity is a valuable asset, and delivers real safety, protection and transparency to interactions online.
Veriff combines technical advancements in facial recognition, social ID, device ID and more into a SaaS model, that is easy to use and accessible to companies of all sizes. The service includes features such as real-time identity document verification, automated "Proof of Address" processes, and automated SSN Verification.
Veriff has continued to add to its offerings with new technologies and improvements. The considerable funds raised by the company in 2022 led to its Unicorn valuation and fuelled continued research and development. It enabled Veriff to hire more talent for its team. Partnerships with the likes of SonoSuite, a digital tech provider for the music industry, indicate Veriff's continued expansion of its products into new markets.
Freddie
Company Specialist at Welcome to the Jungle
Insights
Company
Funding (last 2 of 5 rounds)
Jan 2022
$100m
SERIES C
Apr 2021
$69m
SERIES B
Total funding: $192.4m
Company benefits
- Full flexibility to work from home or our pet friendly offices
- Stock options that ensure you share in our success
- Comprehensive relocation support to Estonia
- Extensive medical, wellness coverage to ensure you’re feeling great physically and mentally
- Learning and Development budget that you are free to tailor for your own needs
- Six weeks of fully paid sabbatical leave after reaching your 3rd work anniversary
Company HQ
Financial District, New York, NY
Leadership
Kaarel Kotkas
(Founder & CEO)Founded Bevoke Estonia. Founder and former CEO of Sants Solutions.
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