Job Type
Full-time
Description
About the RoleThe
Customer Marketing Manager - Advocacy, Advisory & Expansion sits within Demand Generation and owns the
full customer marketing motion, turning satisfied customers into vocal advocates while using customer advocacy and engagement to create
up-sell and cross-sell pipeline.
Veryon's customers include maintenance and flight operations teams responsible for keeping aircraft airworthy, including Directors of Maintenance, Chief Inspectors, Maintenance Controllers, and Flight Department leaders. This role will build strong relationships with these technical customer audiences and translate their experiences into compelling customer stories, advocacy programs, and growth opportunities.
The Customer Marketing Manager will own the
Customer Advisory Board, customer storytelling and advocacy programs, lifecycle campaigns supporting account expansion, and customer engagement at industry events. This role will have a program budget, dedicated content team support, and direct access to customers and executives.
The role serves as the
primary bridge between Customer Success, Sales, Product Marketing, and Demand Generation, ensuring Veryon's installed customer base is leveraged as both a
growth engine and a reference engine.
Job DutiesCustomer Storytelling & Advocacy- Interview customers, including Directors of Maintenance, Chief Inspectors, and Flight Department leaders, and turn customer experiences into case studies, video stories, testimonials, and sales proof points.
- Write customer narratives and develop detailed content briefs that enable the content team to effectively execute customer marketing assets.
- Build and scale a customer advocacy program encompassing reference programs, review site campaigns, case studies, testimonials, video stories, and customer speaking opportunities.
- Drive customer participation in third-party review platforms such as G2 to support win rates and SEO.
- Partner with Product Marketing and Sales to build a searchable customer reference library mapped to persona, industry, and use case.
- Measure and report on advocacy program health, including active advocates, references delivered, review volume and velocity, and customer story pipeline.
Customer Advisory Board- Own and evolve the existing Customer Advisory Board (CAB) into a structured program with a clear charter, cadence, roster strategy, and measurable outcomes.
- Recruit and retain appropriate CAB members while balancing representation across products, customer segments, and account sizes.
- Design and facilitate executive-level CAB sessions and ensure appropriate follow-up after each session.
- Capture and communicate CAB insights to Product, Product Marketing, and Demand Generation teams.
- Ensure CAB feedback results in measurable improvements to product roadmap, messaging, and customer strategy.
Expansion Marketing- Design and execute always-on and campaign-based programs designed to generate expansion pipeline across the existing customer base.
- Segment the installed customer base by product, customer segment, and lifecycle stage to identify and prioritize expansion opportunities.
- Build and manage lifecycle nurture campaigns in HubSpot, including segmentation, workflows, copy, and quality assurance.
- Align lifecycle campaigns with product adoption milestones and renewal timing.
- Partner with Customer Success and Sales to align marketing-driven expansion programs with CS goals and active opportunities.
- Own messaging and campaigns supporting new product and feature launches for existing customers.
- Track and report expansion pipeline and revenue sourced or influenced by customer marketing in partnership with Finance.
Customer Presence at Industry Events- Own the customer marketing strategy for trade shows and industry events.
- Develop customer-focused programming such as customer dinners, testimonial videos, roundtables, podcasts, and customer sessions.
- Define the objective and desired outcome for each customer engagement at an event.
- Shape customer-facing messaging, booth narratives, customer sessions, and post-event follow-up.
- Partner with the Events Manager, who owns event logistics and execution, while maintaining ownership of customer programming and messaging.
Cross-Functional Collaboration- Serve as the connective point between Customer Success, Sales, Product Marketing, and Demand Generation for existing-customer initiatives.
- Build and maintain a shared customer segmentation and lifecycle framework across teams.
- Align customer advocacy requests, such as reference calls and case studies, with expansion opportunities.
- Ensure advocacy and expansion activities reinforce each other without creating unnecessary demands on customers.
- Feed customer insights, stories, and feedback into broader Demand Generation campaigns, sales enablement, and win/loss analysis.
Measurement & Reporting- Define and own KPIs across customer advocacy, advisory, and expansion programs.
- Partner with Marketing Operations to build dashboards tracking advocacy engagement, expansion pipeline, and revenue impact.
- Report regularly to Demand Generation leadership and cross-functional stakeholders on program performance and ROI.
- Track key advocacy metrics including active advocates, references delivered, review volume and ratings, customer stories produced, and advocate-sourced pipeline.
- Track CAB metrics including member retention, participation, session outcomes, and product or messaging changes resulting from CAB input.
- Track expansion metrics including marketing-sourced and influenced opportunity pipeline, pipeline-to-close rate, upsell and cross-sell revenue, and lifecycle campaign engagement.
Requirements
- 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 with the ability to turn customer interviews into compelling narratives and develop detailed content briefs.
- Hands-on experience with marketing automation, including the ability to segment audiences, build campaigns, develop workflows, and perform QA in HubSpot.
- Experience partnering with Customer Success, Account Management, and Sales around shared pipeline and customer growth goals.
- Strong understanding of the difference between marketing-sourced and marketing-influenced revenue.
- Strong cross-functional collaboration skills and the ability to influence stakeholders without direct authority.
- Strong executive presence and facilitation skills, with the ability to confidently lead conversations with customer executives.
- Strong project management skills with the ability to manage multiple concurrent programs, deadlines, dependencies, and stakeholders.
- Strong data fluency with the ability to pull, analyze, and interpret reports from Salesforce, HubSpot, and product usage data.
- Ability to operate effectively across both relationship-driven customer advocacy work and revenue-driven expansion programs.
Preferred Skills- Background in Customer Success, Account Management, or Renewals prior to transitioning into marketing.
- Experience with customer review site strategy, particularly G2 and Capterra, and understanding of how reviews can influence win rates and SEO.
- Aviation, aerospace, or another technical B2B industry experience, particularly within markets with long, complex, and multi-stakeholder buying cycles.
- Experience working with customers in technical or highly specialized industries.
- Video production or podcast production experience.
- Experience developing and managing Customer Advisory Boards with executive-level participants.
- Experience building customer lifecycle programs focused on adoption, retention, upsell, and cross-sell.
- Experience using customer data and analytics to identify expansion opportunities.
- Experience using AI-enabled marketing and productivity tools to improve customer research, content development, campaign execution, customer insights, and marketing efficiency.
- Experience working in a B2B SaaS environment is preferred.
