Building the function from zero
Signifyd
Director, Customer & Product Marketing · Dec 2018 – Aug 2020
Built global customer marketing, product marketing, brand, field, and community from the ground up — founding Signifyd's first Customer Advisory Board, first customer conference, and first reference engine.
1st
CAB, conference, and reference engine
G2
Winter 2020 category leader
Global
Team reporting to the CMO
The challenge
Retailers were navigating a fast-shifting digital future and Signifyd had no structured customer voice channel — no advisory board, no reference engine, no community brand.
The approach
- 01Stood up the customer marketing function globally, managing a team and reporting to the CMO.
- 02Founded the Customer Advisory Board and first executive engagement program, recruiting senior retail leaders from Rite Aid, Stance, Boardriders, Tumi, Crown & Caliber, and Samsung.
- 03Launched FLOW — the ecommerce community and event series — plus the company's first customer conference.
- 04Built the reference engine: G2, TrustRadius, and Capterra review programs, video testimonials, case studies, and customer speakers placed across marketing programs.
- 05Applied behavioral journey mapping and adoption insights to improve retention and revenue acceleration.
The outcome
- A publicly announced Customer Advisory Board giving retailers strategic input into product direction.
- G2 named Signifyd the leader in customer satisfaction for fraud protection, Winter 2020.
- Institutional brand credibility and an enterprise pipeline supported by real customer proof.
Keep reading