Senior Product Marketing - Customer Advocacy & Stories Lead

Location: Montreal

Marketing
Senior Product Marketing - Customer Advocacy & Stories Lead
We help the world run better
At SAP, we keep it simple: you bring your best to us, and we'll bring out the best in you. We're builders touching over 20 industries and 80% of global commerce, and we need your unique talents to help shape what's next. The work is challenging - but it matters. You'll find a place where you can be yourself, prioritize your wellbeing, and truly belong.

What's in it for you? Constant learning, skill growth, great benefits, and a team that wants you to grow and succeed.

Senior CX Customer Advocacy & Stories Lead

About the team:
The CX Activation & Amplification team transforms product marketing strategy into high‑impact content and programs that fuel demand, accelerate pipeline, and strengthen the Customer Experience brand in the market.
Within this team, customer stories and marketing references are the proof points that bring our CX vision to life across all solutions and industries.

About the role:

As Senior CX Customer Advocacy & Stories Lead, you own the global strategy for CX customer advocacy and stories. You will define the vision, set the standards, and orchestrate a portfolio of customer references that power campaigns, events, analyst engagements, and executive storytelling, while directly leading execution in the Americas and APAC and providing strategic direction for EMEA/MEE.

What you will do:

Own the global SAP CX Customer advocacy & story strategy and operating model    Define the CX‑wide vision, charter, and 2-3‑year roadmap for customer advocacy and stories, aligned with LoB growth priorities and marketing objectives.
Establish a clear program framework and success metrics that guide regional execution and investment decisions.

Lead the CX customer proof portfolio    Shape and manage a strategic portfolio of advocates and stories by solution, industry, segment, and region to support pipeline creation, deal acceleration, events, and analyst relations.
Ensure quality and consistency of narratives globally, while enabling regional nuance and local proof points.

Drive Americas and APAC & guide EMEA, MEE    For Americas and APAC, lead prioritization and delivery of high‑impact customer references and stories for key campaigns and go‑to‑market plays.
Partner with and mentor the EMEA/MEE lead, aligning on priorities, standards, and coverage, and acting as the global decision‑maker when trade‑offs arise.

Embed advocacy into events, campaigns, and communities    Collaborate with event, campaign, and community leads to ensure advocates, speakers, and stories are embedded into tier‑1/2 events, launches, and key initiatives.
Design simple, scalable ways to convert event speakers, community participants, and other engaged customers into long‑term marketing references and advocates.

Align stakeholders and influence at senior level    Serve as the senior point of contact on customer advocacy and stories for CX leadership, sales, product marketing, AR/PR, partner marketing, and regional marketing.
Lead a cross‑functional steering forum to align on advocacy priorities, strategic accounts, and upcoming opportunities, and to surface risks or gaps that impact business goals.

Demonstrate impact with clear metrics and insights    Define, track, and communicate the program’s contribution to the business, including portfolio coverage, reference usage in strategic motions, event to advocacy conversion, and influence on marketing performance.
Provide concise, insight‑rich updates to CX and marketing leadership, with clear recommendations on where to double down or pivot.

What you bring:

7-10 years of B2B enterprise software or SaaS marketing experience, with significant time in customer marketing, advocacy, references, or related roles.
Proven success building or leading a multi‑region or global customer advocacy/reference program with measurable business impact (market momentum, win‑rate lift, program scale, stakeholder satisfaction).
Deep understanding of the B2B SaaS customer lifecycle and the role of advocacy across awareness, consideration, decision, expansion, and renewals.
Strong storytelling skills: ability to turn…