Customer Advocacy Director

What you’ll do

• 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 RevOps infrastructure to connect activation to pipeline and revenue.

What you’ll bring

• 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 leadership.
• Strategic leadership: you can set the vision, build the roadmap, and influence cross-functional priorities without direct authority.
• Relationship skills: you know how to earn customer trust and make the ask without burning goodwill.
• Operational excellence: you can build systems, manage complexity, and deliver reliably at scale.
• Experience managing agency partners, contractors, or cross-functional project teams.
• Experience managing a Customer Advisory Board or executive engagement program.
• Familiarity with advocacy platforms. Background in HR tech, benefits, or employer services.