Customer Advocacy Director

The Customer Advocacy Director owns the strategy and execution for how customer stories drive growth. This is a senior individual contributor role accountable for building the programs, proving the ROI, and partnering with executive stakeholders to make customer advocacy a strategic priority. This means producing case studies and proof points that demonstrate results, deploying customer voices in active sales cycles to build buyer confidence, and cultivating a network of customer champions who speak at events, advise on our product, and connect with prospects in their peer communities.

A central focus is building our luminaries program and Customer Advisory Board. These programs elevate our top customers as thought leaders, give them a platform to share their expertise, and create a feedback loop that shapes our product and strategy. This role also drives our annual customer awards program, recognizing customers who have achieved exceptional outcomes, and recruits customer speakers for our annual customer and prospect event.

Additionally, the role supports regional events by activating customers to attend, speak, and connect with prospects where they are. This is a full‑time remote position reporting to our Senior Director, B2B Content and Communications. Occasional travel may be required for team or company events or meetings.

• Own the customer advocacy strategy end-to-end. Partner with VP and C-level stakeholders across Sales, CS, Marketing, and Product to align on priorities and secure investment. Present program impact to executive leadership and influence company-wide GTM strategy.
• Own the customer storytelling engine. Produce case studies (written and video), extract proof points for Sales and campaigns, and ensure coverage across key segments. Manage agency partners or contractors for content production as needed.
• Build and scale the reference program. Maintain a segmented reference database as the single source of truth for reference status, participation history, and fatigue tracking. Ensure requests are fulfilled quickly with the right customer matched to the right prospect.
• Build a program that elevates top customers as industry voices. Identify and cultivate champions willing to speak, advise, and advocate. Place customers at conferences, webinars, and press opportunities. Recruit customer speakers for our annual customer and prospect event. Define the give/get framework for customer participation.
• Drive the annual customer awards program end-to-end. Define nomination criteria, manage intake from CS and Sales, coordinate selection and announcements, and leverage winners for case studies, speaking, and PR.
• Own the CAB strategy and execution (~50 participants). Plan and execute 1 annual in-person meeting and 2-3 virtual sessions. Gather strategic feedback and route insights to Product and leadership.
• Activate customers to attend, speak at, and co-host regional events. Partner with Events and Sales to create peer networking opportunities in key markets.
• Build the foundations: a customer database as the single source of truth, a give/get framework defining value exchange for participation, and Rev Ops infrastructure to connect activation to pipeline and revenue.

• Sales consistently uses customer proof to accelerate deals and win rate improves for reference-influenced opportunities
• A pipeline of customer stories covers key segments, use cases, and buyer personas
• Luminaries program produces a steady stream of speakers, press mentions, and peer advocates
• CAB operates at full capacity with strong participant NPS and insights that influence product and strategy
• Customer advocacy is recognized by leadership as a strategic growth lever with clear attribution to pipeline and revenue

• 10-12+ years of experience in customer marketing, customer advocacy, or customer success at a B2B company.
• Track record of building, scaling, and proving ROI on customer programs (references, case studies, advisory boards, or speaker programs) with measurable business impact.
• Experience partnering with VP and C-level stakeholders and presenting to executive…