• Develop a campaign strategy specifically aimed at driving expansion, cross-sell, and upsell revenue within existing accounts. • Identify high-value customer segments and behavioral triggers that signal readiness for growth opportunities (e.g., product usage trends, milestone achievements, intent signals). • Build playbooks that articulate the right message, moment, and motivation for expansion campaigns. • Integrate product roadmap and new feature releases into expansion-focused messaging. • Partner with Sales leadership to understand target accounts and collaborate with RevOps on account routing, list targeting criteria, and outbound plays executed through sales engagement tools like Outreach. • Create and execute multi-channel campaigns—email, in-app messaging, webinars, nurture tracks, customer events, paid retargeting, and community engagement—tailored to expansion goals. • Craft high-impact messaging that clearly communicates the value of additional products, add-ons, higher tiers, or expanded usage. • Collaborate with Creative, Product Marketing, and Content to develop assets that showcase ROI, feature benefits, use cases, and customer success stories relevant to expansion paths. • Partner with Sales and Account Managers to ensure campaigns complement human-led outreach and follow-ups. • Work with Email Specialist to guide copy and sequence strategy for customer upsell programs and CDR/AM outreach. • Develop webinar strategies for customer upsell programs, partnering with the Webinar Channel Owner to execute campaign needs. • Work closely with Account Management to understand account health, adoption rates, and time-to-value drivers that influence expansion potential. • Coordinate with Sales and Account Managers to hand off qualified expansion leads, campaign-driven signals, and high-intent activity. • Provide teams with ready-to-use messaging kits, expansion talking points, and persona-specific value propositions. • Monitor engagement, pipeline creation, and expansion revenue influenced by campaigns. • Track and report on conversion rates across the upsell funnel—from awareness to interest to expansion. • Assess which messages, segments, or channels produce the highest expansion lift and adjust strategy accordingly. • Work with Marketing Operations to build dashboards and ensure accurate tracking of campaign-sourced growth.