The Marketing Manager, Expansion drives multi-channel marketing programs, focusing on ARPU growth and increasing product adoption with a strong emphasis on data-driven customer engagement initiatives.
Marketing Manager, Expansion
Compensation
About FreshBooks
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.
At FreshBooks, we approach each individual's compensation with a promise of fair market value and internal equity commensurate with experience and specific skill set.
The total compensation for this role ranges from CA$82,000 - CA$102,000 per year, which may include participation in our incentive programs. Additionally, this position offers an equity grant and immediate enrollment in FreshBooks' comprehensive benefits program, detailed below.
Perks and BenefitsWe understand that you'll weigh many factors when deciding if FreshBooks is the right next step in your career. Here are some of our offerings for our employees (we call ourselves ✨ FreshBookers✨) to support their growth:
- 🩺 Comprehensive health and wellness benefits. Generous time off including a flexible vacation plan, a retirement savings program or pension plan matched to your local office, stock options for every full-time employee, parental leave and new parent support, annual healthy living credit, comprehensive medical and dental benefits, fertility and gender-affirming benefits dependent on your region, and more.
- 📚 Perks that matter. Including a Peer Recognition Program, an Employee Assistance Program, headphone credit, meaningful in-person gatherings to bring onsite and remote employees together, and more perks matched to your local cluster.
- 🌱 Working environments to help you thrive. Beautiful office spaces welcome you in Toronto, Amsterdam, and San Luis Potosi. If you don't have access to a FreshBooks office, you receive a home office credit to set up your home office.
- 🤗 Supportive peer group, mentors, and leaders. We care about each other across the organization and have programs to support this so everyone feels a strong sense of belonging, and believes in collective impact.
- 🚀 Accelerated growth. Comprehensive company onboarding, career development through continuous coaching, training, and learning on the job.
You've probably learned a bit about FreshBooks before making it to this point, but let us take a moment to introduce ourselves: At FreshBooks, we believe that small business owners are the backbone of the economy, yet they are often the most underserved when it comes to technology. For over 20 years, we’ve been on a mission to support owners, from the scrappy solopreneur with a big dream to the growing business with employees to manage.
Our leading platform is more than just business software; it’s an all-in-one financial toolkit that automates invoicing, expenses, payments and payroll, allowing our customers to spend less time on paperwork and more time doing the work they love.
We believe in human-centric connections that empower teams to do their best work. Headquartered in Toronto, Canada, our team operates in clusters across North America and Europe using a variety of working environments - remote, hybrid, and in-office - all based on what’s best for the team, collaboration, and mental well-being. We are committed to creating a supportive and flexible workplace where everyone can thrive, grow, and make an impact on the lives of small business owners worldwide.
Even if your experience doesn't meet every bullet on the above lists, we'd love to learn more about you and why you think FreshBooks is the next step in your career. FreshBooks is an equal-opportunity employer. We do not discriminate based on gender, religion, race, mental disability, sexual orientation, age, or any other status. All applicants are considered based on their qualifications and merits. At FreshBooks, we inspire an environment of mutual respect and we believe diversity and inclusion are crucial to our success. FreshBooks provides employment accommodation during the recruitment process. Should you require any accommodation, please indicate this on your application and we will work with you to meet your accessibility needs. For any questions, suggestions or required documents regarding accessibility in a different format, please contact us by phone at 1-416-780-2700 and/or email at [email protected].
Top Skills
Bi Tools
Looker
FreshBooks Toronto, Ontario, CAN Office
Toronto, Ontario, Canada
Similar Jobs
Artificial Intelligence • Cloud • HR Tech • Information Technology • Productivity • Software • Automation
Lead the AI-native Solution Consulting vision in Canada, developing teams, driving customer engagement on AI platforms, and ensuring operational excellence.
Top Skills:
AIAi AgentsAi Control TowerGenerative AiSalesforceServicenow
Marketing Tech • Real Estate • Software • PropTech • SEO
As a Staff Software Engineer, you'll develop and improve the AI platform for real estate, working on APIs, services, and collaborations to enhance user experiences.
Top Skills:
AWSDynamoDBElasticsearchJavaScriptKafkaKubernetesLambdaNode.jsPostgresReactSqsTypescript
Artificial Intelligence • Cloud • Sales • Security • Software • Cybersecurity • Data Privacy
The role involves selling SailPoint's Identity Security solutions, engaging with clients and partners, developing business plans, and collaborating with teams to exceed sales targets.
Top Skills:
Salesforce
What you need to know about the Toronto Tech Scene
Although home to some of the biggest names in tech, including Google, Microsoft and Amazon, Toronto has established itself as one of the largest startup ecosystems in the world. And with over 2,000 startups — more than 30 percent of the country's total startups — Toronto continues to attract new businesses. Be it helping entrepreneurs manage their finances, simplifying business operations by automating payroll or assisting pharmaceutical companies in launching new drugs, the city's tech scene is just getting started.
