Position SummaryIn this role, you will have the opportunity to do meaningful work in your career, elevating your craft while contributing to a team that values lifelong learning.
Panopto is seeking an experienced, strategic, and hands-on Senior Customer Marketing Manager to establish and grow our customer marketing function. As the foundational hire in this area, you will assess existing activities, define priorities, and build repeatable programs that turn customer success into compelling proof, strengthen engagement, and support retention and expansion opportunities.
Working closely with Product Marketing, Customer Success, Account Management, Sales, and cross-functional marketing partners, you will balance strategy and hands-on execution, establishing the relationships, processes, and measurement practices needed to scale customer marketing over time.
You'll also have opportunities to contribute to other initiatives that directly advance our core values and support you in elevating your craft.
How You'll Contribute In this role, you will have the opportunity to...
- Customer marketing strategy and program development: Establish the foundation of Panopto's customer marketing function by evaluating current activities, defining priorities, creating scalable processes, and setting program goals and measurement practices.
- Customer storytelling and advocacy: Own the customer storytelling program, identifying and cultivating advocates across key industries, use cases, and segments. Source and draft case studies, testimonials, customer quotes, video stories, and quantified outcome narratives that serve marketing and sales needs.
- Strategic customer proof: Partner with Product Marketing, Sales, and Customer Success to identify evidence gaps and prioritize stories aligned with go-to-market priorities, product launches, and competitive differentiation.
- Customer reference program: Build and maintain a scalable customer reference program and process to match customer advocates with relevant sales opportunities. Establish permissions, approvals, and reference-use guidelines.
- Customer lifecycle and expansion programs: In partnership with Product Marketing, Account Management, and Demand Gen teams, assess opportunities and develop targeted engagement, adoption, and expansion campaigns, prioritizing efforts based on business needs and available customer data.
- Customer communications: Own the customer marketing communications calendar, including newsletters, advocacy invitations, customer-only events, and campaign communications. Partner with Product Marketing on the positioning and messaging for product-related communications to the customer base.
- Review and advocacy platforms: Manage relevant third-party review and customer advocacy initiatives, including platforms such as G2, based on business priorities and measurable value.
- Customer insights and measurement: Use customer feedback, NPS/CSAT trends, engagement data, and input from Customer Success to inform priorities, identify advocates, and track progress.
- Systems and operational collaboration: Partner with Marketing Operations and RevOps to evaluate and improve the processes, data, and systems that enable customer marketing, including marketing automation, segmentation, and reference management.
What Success Looks Like - Within 45 Days: Assess current customer marketing activities, stakeholder needs, customer proof and reference processes, and operational capabilities; establish initial benchmarks and a prioritized roadmap; deliver high-value early wins.
- Within 3 Months: Launch repeatable advocacy and customer storytelling programs, pilot targeted engagement initiatives with cross-functional partners, and establish practical reporting and operating processes.
- Within 6 Months: Demonstrate measurable contributions from customer advocacy and engagement initiatives, establish a sustainable customer marketing operating model, and use results to recommend the next stage of program growth.
Values in Action- Customer First, Always: You proactively surface friction points in the customer experience before they are escalated - and propose solutions, not just reports.
- Thrive Together: You share work-in-progress for early feedback, knowing that challenge improves the outcome. You separate critiques of ideas from critiques of people.
- Elevate the Craft: You hold the bar high on your own work and invest in developing those around you. You treat every project as an opportunity to learn something new.
- Act with Ownership: You define success by outcomes, not activity. You flag problems early and bring a proposed path forward, not just the problem.
- Clarity Over Complexity: You default to the simpler solution. Your written communication - internal or external - is direct, specific, and free of filler.
How We ThriveYou will join a team that values clarity, ownership, and continuous improvement. We balance strategic thinking with hands-on execution and work collaboratively to achieve measurable business outcomes. We value different perspectives, thoughtful feedback, and a shared commitment to customer success.
The Foundation for Success- Experience: 5+ years of B2B SaaS marketing, including 3+ years in customer marketing, advocacy, or lifecycle marketing; demonstrated ownership of customer-facing programs.
- Storytelling: Exceptional writing and interviewing skills, with examples of customer stories that translate technical or business outcomes into persuasive, evidence-based narratives.
- Program development: Demonstrated experience establishing or scaling customer marketing programs, defining strategy and operating processes, aligning stakeholders, and delivering results with limited existing infrastructure.
- Cross-functional partnership: Ability to collaborate effectively with Customer Success, Account Management, Sales, Product Marketing, and Marketing Operations.
- Measurement and execution: Strong project management skills and experience defining meaningful KPIs, evaluating campaign performance, and communicating business contributions.
What Sets You Apart- Growth and expansion marketing: Experience supporting customer adoption, cross-sell or upsell campaigns in mid-market or enterprise SaaS.
- Marketing technology: Familiarity with HubSpot, Salesforce, customer segmentation, or marketing automation systems; ability to collaborate effectively with platform owners and operations specialists.
- Multimedia storytelling: Experience producing or directing customer testimonial assets and turning one story into multiple useful formats.
- Market familiarity: Experience working with higher education, enterprise learning, training, or video technology audiences.
Join UsAt Panopto, you will help bring customer experiences to life and make the impact of video and knowledge sharing visible to organizations around the world. If you enjoy collaborating with customers, telling meaningful stories, and building marketing programs that scale, we would love to hear from you.
$124,000 - $155,000 a year
Total RewardsThe salary range for this position is $124,000 - $155,000 USD per year. This position is also eligible for a bonus as part of the compensation package.
Base pay offered may vary depending on various factors, including, but not limited to: job-related knowledge, skills, experience, and other eligibility factors such as geographic location. The Total Rewards package includes competitive base pay and an opportunity to enroll in a variety of benefit programs such as health insurance, flexible spending accounts, retirement savings plans, life and disability insurance programs, and programs that provide for both paid and unpaid time away from work. At Panopto, we know that great people make an organization great. We value our people and offer employees benefits that are market competitive for our industry. Learn more about what working at Panopto can mean for you.
At Panopto, our commitment to pay equity and transparency is unwavering. We do not engage in salary negotiations beyond the established range to maintain fairness and prevent potential pay disparities among team members based on negotiation strategies.
Beyond the Requirements: At this point, we hope you're feeling excited about the job description you're reading. Even if you don't feel that you meet every single requirement, we still encourage you to apply. We're eager to meet people that believe in our mission and can contribute to our team in a variety of ways - not just candidates who check all the boxes. We want people to feel comfortable expressing their true selves and to come, stay, and do their best work here.
Recruiting Tips: From crafting an impressive resume to presenting your best self during our interviews, we're dedicated to ensuring you feel well-prepared and self-assured as you embark on opportunities at Panopto. Discover some valuable
Recruiting Tipsfrom our team.
The standard interview process at Panopto involves several steps, outlined below, to ensure we approach the process thoughtfully and consistently:
Application Review -> Recruiter Call -> Video Interview & Assessment -> Hiring Manager Call -> Interview Loop -> Debrief -> Offer
Remote, US: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely.
Remote, International: Candidates looking for flexible or remote-friendly positions are encouraged to apply. Panopto is proud to be a remote-first company. Employees in this position are eligible to work remotely. Still, they may make regular trips to the local international office from time to time, where applicable.
Use of Artificial Intelligence (AI)Panopto AI Use Policy:Panopto's AI Use Policy is committed to a hiring process that is thoughtful, fair, and centered on human connection. As artificial intelligence (AI) becomes more prevalent in the workplace, we believe that it is important to describe our use of AI in the hiring process, as well as outline to candidates what use of AI is and is not allowed. While AI can be a valuable tool, it cannot replace genuine human interaction or an individual's unique perspective, experience, and voice.
Company Use of AI: Panopto may utilize tools to enhance the efficiency, objectivity, and quality of our recruitment and evaluation process. These tools assist our team throughout the hirin
