Senior Customer Campaigns & Advocacy Manager

About the Role

As a key member of the Product Marketing team, the Senior Customer Campaigns & Advocacy Manager will own the strategy and execution of customer expansion campaigns, leveraging GTM and Salesforce to drive handraisers and pipeline influence. This role requires close collaboration with Customer Account Managers, RevOps, and Product Marketing to align campaigns with renewal and cross-sell opportunities, ensuring consistent coverage across key product lines.

The successful candidate will be responsible for building and scaling Lattice's advocacy engine, establishing repeatable programs to generate consistent review volume, maintaining a strong reference bench, and activating advocates across Sales and Marketing. This will involve partnering with Product Marketing to translate customer outcomes into compelling proof points, packaging reviews, testimonials, and success stories into assets that strengthen campaigns and support deal cycles.

What You Will Do

• Own the strategy and execution of multi-channel customer expansion campaigns (email, in-app, webinars, events) to drive handraisers and influence expansion pipeline
• Partner with RevOps to identify high-propensity segments and define targeted campaign motions
• Build a scalable quarterly campaign calendar and continuously refine segmentation, messaging, and channel mix to improve performance
• Develop and execute customer advocacy programs, including G2 reviews, customer references, stories, and testimonials
• Establish repeatable programs using tools like Deeto and Peerbound to generate consistent review volume and maintain a strong reference bench
• Activate advocates across Sales and Marketing to drive account growth and accelerate cross-sell and expansion deals
• Equip Customer Account Managers with ready-to-use campaign kits, messaging, and customer proof to drive account growth
• Create simple, repeatable ways for Customer Account Managers to leverage campaigns and advocacy in their day-to-day workflows
• Define success metrics across campaigns and advocacy (pipeline influenced, handraisers, review velocity, reference utilization)
• Continuously test, learn, and optimize programs to improve impact and scalability

What We Are Looking For

• 5-7+ years of experience in product marketing, customer advocacy, or a related field
• Proven track record of driving expansion pipeline and influencing revenue through customer expansion campaigns and advocacy programs
• Strong background in GTM strategies and Salesforce
• Excellent campaign management skills, with the ability to develop and execute multi-channel campaigns
• Proficiency in tools like Deeto and Peerbound for customer advocacy programs
• Experience with customer proof and storytelling, with the ability to translate customer outcomes into compelling proof points
• Strong collaboration and communication skills, with the ability to partner closely with internal stakeholders
• Ability to analyze campaign performance, generate insights, and build messaging and enablement assets using AI tools
• Strong judgment in when and how to use AI effectively

Nice to Have

• Experience with AI-enabled GTM organizations and the use of AI tools to improve campaign performance and customer engagement
• Familiarity with tools like Claude (e.g., Claude CoWork) for building and scaling automated workflows
• Knowledge of segmentation, personalization, and customer engagement strategies
• Experience with customer account management and sales teams

Benefits and Perks

• Competitive salary and benefits package
• Opportunity to work remotely and flexibly
• Professional development and growth opportunities
• Access to cutting-edge tools and technologies, including AI-enabled GTM platforms
• Collaborative and dynamic work environment
• Recognition and reward for outstanding performance
• Comprehensive health and wellness package
• Generous paid time off and holiday allowance
• Remote stipend and home office setup support

• Tip: Highlight your experience with GTM strategies and Salesforce in your application, and be prepared to provide specific examples of successful customer expansion campaigns and advocacy programs.
• Ensure you have a strong understanding of customer proof and storytelling, and be ready to discuss how you can translate customer outcomes into compelling proof points.
• Showcase your ability to analyze campaign performance, generate insights, and build messaging and enablement assets using AI tools.
• Be prepared to discuss your experience with segmentation, personalization, and customer engagement strategies, and how you can leverage these to drive customer expansion.
• Consider creating a portfolio that demonstrates your campaign management skills, customer advocacy experience, and ability to drive expansion pipeline and influence revenue.
• When negotiating salary, be sure to research the market rate for similar roles and highlight your unique skills and experience.
• Be cautious of companies that do not provide clear information about their products, services, or company culture, and be sure to research the company thoroughly before applying.