Customer Advocacy Program Manager
About the role
At 8x8, we are seeking a remote Customer Advocacy Program Manager to join our growing Customer Advocacy & Engagement team. Reporting to the Director of Customer Advocacy & Engagement, this role is pivotal in shaping and scaling a customer advocacy engine that drives pipeline and revenue.
Responsibilities
Own end-to-end reference program operations: Manage a high-volume customer reference program, coordinating outreach, scheduling calls, and logging all activity in the reference management platform.
Support RFP: Identify and prepare customer references for enterprise sales deals.
Facilitate reference calls that accelerate pipeline: Coordinate and manage customer reference calls to connect the right customer voices and help bring deals across the finish line.
Grow and maintain the reference and advocate roster: Build a curated pool of high-impact customer references and advocates across key industries, targeting +10% year-over-year growth in the total advocacy pool.
Launch a global customer advocacy platform: Lead the evaluation, selection, and implementation of a customer advocacy and champion program platform, incorporating gamification, tiered rewards, and a centralized customer hub.
Evaluate vendors for advocacy platforms, build and scale a customer advocacy newsletter, and drive online community participation.
Manage Customer Reference Forums and events: Identify customer speakers, pair with internal subject matter experts, manage logistics, and partner with Marketing Operations on event setup, promotion, and follow-up.
Host regular advocate user meetings: Plan and facilitate ongoing meetings with active customer advocates, creating a forum for product feedback, peer connection, program updates, and deeper engagement.
Develop customer stories, case studies, and testimonials: Source and coordinate the creation of advocacy-led content, including written case studies, video testimonials, and customer quotes, for use across sales, marketing, and demand generation.
Review Site & Social Media Advocacy: Manage peer review site campaigns, scale customer advocacy across social media, and partner with the Social Media team to amplify customer content and advocate stories.
Cross-Functional Collaboration: Partner across the 8x8 organization to identify advocate candidates, align on customer health and retention, and ensure customers participating in the advocacy program have an exceptional experience.
Reporting & Revenue Impact: Report on advocacy-influenced revenue, track and present advocacy-influenced pipeline and closed revenue to demonstrate measurable business impact.
Leverage AI to execute and scale: Use AI tools to increase the speed and impact of the advocacy program, including drafting customer outreach, generating content for the newsletter and case studies, analyzing advocate data, and automating repetitive workflows.
Identify and implement process improvements: Proactively surface gaps in customer advocacy workflows and recommend scalable improvements to processes, documentation, and marketing technology (MarTech) tooling.
Requirements
- Bachelor's degree and 4+ years of experience in customer marketing, customer advocacy, advocacy marketing, or customer success in a B2B SaaS environment.
- Demonstrated experience managing a customer reference program, customer champion program, or customer advocacy program end to end.
- Strong relationship-building and stakeholder management skills, able to engage customers, Sales, Customer Success, and cross-functional teams with confidence and credibility.
- Hands-on experience with peer review platforms and CRM tools; familiarity with reference management software.
- Experience reporting on program KPIs and marketing-influenced revenue, with the ability to translate data into actionable insights and executive-ready reporting.
- Entrepreneurial mindset — a builder who has launched or significantly grown programs, not just maintained them.
- Comfort and curiosity with AI tools (such as Claude, ChatGPT, or similar) — using them to accelerate content creation, streamline outreach, analyze program data, and scale execution without proportional increases in headcount or resources.
- Excellent written and verbal communication skills, including the ability to write compelling customer outreach, case study briefs, and executive reports.
Key Skills & Technologies
- AI-Powered Marketing
- Generative AI Tools
- Customer Advocacy
- Customer Reference Programs
- Advocacy Marketing
- Customer Marketing
- Customer Champion Programs
- B2B SaaS
- Program Management
- Gamification
- Peer Review Management
- Net Promoter Score (NPS)
- CRM
- Reference Tools
- Asana
- Community Management
- Content Strategy
- Case Studies
- Customer Testimonials
- Social Media Advocacy
- Cross-Functional Collaboration
- Pipeline Acceleration
- Revenue Influence Reporting
- Marketing Technology (MarTech)
- Customer Success
- Customer Engagement
- Customer Retention
- Stakeholder Management
- Data Analysis
- Customer Lifecycle Marketing