Customer Advocacy & Reference Program Manager

Define and own the global vision, strategy, and operating model for customer advocacy and references, aligned to GTM priorities, solution focus areas, and pipeline needs.

Serve as the single point of accountability for program performance, quality of output, governance, and business impact.

Define and maintain clear standards, workflows, and guidance for how customer advocacy is sourced, managed, and used.

Create and manage a centralized, trusted library of reference customers and advocacy assets, including written and video case studies, testimonials, event speakers, peer reviews, and third-party validation.

Partner with Sales, Customer Success, and Product Marketing to identify, qualify, and onboard high‑value customer advocates across regions, segments, and strategic product areas.

Own the end-to-end coordination of customer advocacy content, from intake and story development through approvals and final delivery.

Work with Content, Product Marketing, and external teams to ensure customer stories are translated into clear, accurate, and compelling proof points.

Ensure all customer advocacy assets meet quality, accuracy, and brand standards.

Design and run repeatable, scalable workflows for intake, reference matching, approvals, fulfillment, and tracking.

Use automation and AI‑enabled tools to improve speed, accuracy, and consistency - while maintaining appropriate governance and data quality.

Track and report on program effectiveness, including utilization, SLA performance, coverage gaps, advocate health, and business impact.

Use insights to continuously optimize program design, prioritization, and execution.

Enable internal teams on how to request, access, and use customer advocacy appropriately and consistently.

Feed customer advocacy insights into Growth Marketing’s broader personalization and content strategy, ensuring the voice of the customer informs targeting, messaging, and campaign development.