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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in building and scaling customer advocacy programs, including customer reference and marketing strategies. Proficient in leveraging marketing automation tools like HubSpot to drive customer engagement and revenue growth.
Highest-signal resume keywords
B2B Marketing ExperienceCustomer Advocacy Program DevelopmentHubSpot Marketing AutomationCross-Functional CollaborationData Analysis and Reporting
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
Customer MarketingContent MarketingCampaign BuildingAudience SegmentationProject ManagementKPI DefinitionCustomer Lifecycle ProgramsVideo ProductionPodcast ProductionCustomer Data Analysis
Soft Skills
Written CommunicationExecutive PresenceFacilitation SkillsInfluencing StakeholdersCollaboration Skills
Tools & Technologies
HubSpotSalesforceG2CapterraMarketing Automation Tools
Industry Keywords
B2B SaaSCustomer SuccessAccount ManagementTechnical B2BAviationAerospace
About the role
Key responsibilities & impact- Interview customers and turn their experiences into case studies, video stories, testimonials, and sales proof points
- Write customer narratives and detailed content briefs for marketing assets
- Build and scale customer advocacy programs, including reference programs, review campaigns, case studies, testimonials, video stories, and speaking opportunities
- Drive customer participation on third-party review platforms such as G2
- Build a searchable customer reference library with Product Marketing and Sales
- Measure and report advocacy program health
- Own and evolve the Customer Advisory Board, including charter, cadence, roster, recruitment, retention, sessions, follow-up, and insight communication
- Design and facilitate executive-level advisory sessions
- Translate advisory feedback into product roadmap, messaging, and customer strategy improvements
- Design and execute programs generating expansion pipeline across the installed customer base
- Segment customers by product, segment, and lifecycle stage to prioritize expansion opportunities
- Build and manage HubSpot lifecycle nurture campaigns, including segmentation, workflows, copy, and QA
- Align campaigns with product adoption milestones and renewal timing
- Partner with Customer Success and Sales on expansion programs and opportunities
- Own messaging and campaigns for new products and features among existing customers
- Track expansion pipeline and revenue sourced or influenced by customer marketing
- Own customer marketing strategy for trade shows and industry events
- Develop customer dinners, testimonial videos, roundtables, podcasts, and customer sessions
- Shape customer-facing messaging, booth narratives, customer sessions, and post-event follow-up
- Serve as the connective point between Customer Success, Sales, Product Marketing, and Demand Generation
- Maintain shared customer segmentation and lifecycle frameworks
- Feed customer insights into Demand Generation campaigns, sales enablement, and win/loss analysis
- Define and own KPIs across advocacy, advisory, and expansion programs
- Partner with Marketing Operations on dashboards for engagement, pipeline, and revenue impact
- Report program performance and ROI to Demand Generation leadership and cross-functional stakeholders
- Track advocacy, CAB, and expansion metrics
Requirements
What you’ll need- 5+ years of experience in B2B marketing, with meaningful experience in customer marketing, product marketing, content marketing, or demand generation
- Demonstrated experience building or scaling a customer advocacy, customer reference, or customer marketing program
- Exceptional written communication skills for turning customer interviews into compelling narratives and developing detailed content briefs
- Hands-on marketing automation experience, including audience segmentation, campaign building, workflow development, and QA in HubSpot
- Experience partnering with Customer Success, Account Management, and Sales around shared pipeline and customer growth goals
- Strong understanding of marketing-sourced and marketing-influenced revenue
- Strong cross-functional collaboration skills and ability to influence stakeholders without direct authority
- Strong executive presence and facilitation skills with customer executives
- Strong project management skills across concurrent programs, deadlines, dependencies, and stakeholders
- Strong data fluency, including pulling, analyzing, and interpreting reports from Salesforce, HubSpot, and product usage data
- Ability to work across relationship-driven customer advocacy and revenue-driven expansion programs
- Preferred: background in Customer Success, Account Management, or Renewals before marketing
- Preferred: customer review site strategy, particularly G2 and Capterra
- Preferred: aviation, aerospace, technical B2B, or specialized-industry experience
- Preferred: video or podcast production experience
- Preferred: Customer Advisory Board experience with executive participants
- Preferred: customer lifecycle programs for adoption, retention, upsell, and cross-sell
- Preferred: customer data and analytics for expansion opportunities
- Preferred: AI-enabled marketing and productivity tools
- Preferred: B2B SaaS experience
Benefits
Comp & perks- Program budget
- Dedicated content team support
- Direct access to customers and executives
- Fully remote work arrangement