Customer Marketing Leader
I help customers stay, grow, and become your best advocates.
10+ years building the programs that happen after the sale — onboarding, adoption, lifecycle, expansion. Because acquiring customers is only half the job.
“You can make an incredible product, but if you’re not communicating the value in a way that resonates, what’s the point?”
0%
customer churn across hospitality tech portfolio
96%
increase in qualified leads expanding an AI platform into 7+ countries
109%
YoY engagement growth driving SaaS platform adoption
115%
revenue increase through customer expansion and upsell
How I think
The product is only as good as the story you tell about it.
Most companies focus on acquiring customers. Many overlook the most important next step. Investing in what happens after. This is the moment a new customer experiences your brand for the first time and has no idea why they should care.
That’s the gap I live in. I’ve sat across from hundreds of customers and listened to how they actually use a product, what frustrates them, and what makes them light up. Those conversations are where the real marketing strategy comes from.
That’s customer marketing. And it’s where I do my best work.
01
Start with the why
The founder's why and the team's insights are the emotional core of the brand.
02
Listen before you build
Listening reveals when the story isn't landing, and exactly what needs to change.
03
The outcome, not the feature
Customers get excited about what their life looks like when it works. Not the feature that got them there.
04
Put the pieces together
The why, the team's insights, the customer's truth…that's your puzzle. The message isn't something you invent. It's something you reveal.
What it looks like in practice
Numbers that tell the story
These are real outcomes of understanding customers deeply, building programs that actually work, and staying close enough to the data to know when to adjust.
0%
Customer churn across a hospitality tech portfolio spanning multiple enterprise accounts. Not by luck. Through intentional onboarding design, lifecycle campaigns, and staying close to every account.
800%
Learner growth at SaaS training platform, driven by targeted adoption campaigns and ongoing customer engagement strategy.
115%
Revenue increase through expansion and nurturing underperforming accounts to 100% of contracted value through customer marketing, not sales.
What I do
The full post-sale marketing stack
Onboarding & Activation
Getting customers to value, fast
Designing structured onboarding programs segmented by customer type, product line, and use case, built to accelerate adoption and reduce time-to-value.
Retention & Lifecycle
Keeping customers engaged long after day one
Building the email programs, lifecycle touchpoints, and education experiences that keep customers engaged long after the initial win.
Voice of Customer
Listening so the product can speak for itself
Designing research programs and customer interview frameworks that translate what customers say into what marketing and product teams actually do with it.
Expansion & Advocacy
Turning happy customers into growth drivers
Erin@WhitePeaksMarketing.com
linkedin.com/in/erinreid1
About Erin
I genuinely like the puzzle.
I’m a customer marketing and GTM leader with 10+ years across B2B SaaS, hospitality tech, healthcare, and experiential marketing. Since 2017, I’ve served as the fractional marketing lead for 9+ growth-stage companies, solving the messaging puzzle and always getting close to the customer and building programs that change behavior.
I love developing onboarding strategies, making technical concepts feel human, and bringing a sense of calmness to complicated work.
Customer Onboarding · Lifecycle Marketing · Voice of Customer · Expansion & Upsell · GTM Strategy · Content Strategy · Webinar Programs · Sales Enablement
2017 – Present Founder & Fractional CMO, White Peaks Marketing
2019 – 2024 Director of Client Strategy & Marketing, SalesBoost
2016 – 2021 Account Director, Derse Experiential Marketing
Testimonials
The work speaks — and so do the people in it.
"Erin is a go-getter with all of her accounts. Clients loved her, and she always had an optimistic attitude – with a smile. She understood how to manage accounts and the importance of our company making a profit."
Mark Wyatt, Founder & CEO, Agency Creative
"Erin is an enthusiastic team player who knows how to get the job done. She has exciting and trendy ideas and is not afraid to pull up her sleeves and help out where needed. She is reliable and her organizational skills are top notch!"
Liz Doherty Kelly, Director of Events, Hologic
"Erin is a highly accomplished and collaborative professional who consistently delivers exceptional results. I observed firsthand her innovative capacity to drive success within a rapidly evolving company. She brought a fresh perspective to customer adoption initiatives and developed a clear, actionable approach to marketing and brand management."
Allyson Ragonese, Director of CX, SalesBoost
Get in touch
Let’s talk about what happens after the sale.
I’m open to Head of Customer Marketing roles and to fractional engagements where I can help a team build customer programs that drive retention, expansion, and real advocacy.
Want to see my work in action?
From onboarding sequences and research reports to sales decks and campaign results, I'd love to share what I've built. Request my portfolio and I'll send it directly.
Request Porfolio
Email Erin
Connect on LinkedIn