Senior Customer Marketing Manager Job at BlackLine (Los Angeles, California)

Job Description

We are looking for a strategic and highly execution-oriented Senior Manager to own, operationalize, and manage our customer advocacy and adoption initiatives. Working closely with marketing leadership, this role is critical for designing the programmatic strategy and scaling the channels that identify our strongest advocates, drive deeper product adoption, and fuel our case study and 3rd-party review pipelines. By seamlessly integrating advocacy programs into go-to-market motions, you will directly impact BlackLine’s market positioning, retention, and customer-led growth.

Job Responsibility

Own the programmatic strategy and execution of overarching customer advocacy initiatives. Design, operationalize, and scale programs that systematically identify, recruit, and activate BlackLine champions
Design and lead targeted customer adoption marketing programs, setting the strategy for driving deeper product utilization so customers maximize their platform investment and naturally progress into advocates
Partner cross-functionally to support customer adoption initiatives that increase engagement, accelerate value realization, and amplify customer proof across the business
Collaborate with leadership to shape the 3rd-party review strategy while managing ongoing vendor relationships (e.g., Gartner Peer Insights, TrustRadius, G2). Drive internal alignment with Go-To-Market, Analyst Relations, and Communications teams
Implement a tiered review investment strategy based on our Ideal Customer Profile (ICP). Assess advocate readiness using product health, engagement, and commercial signals. Develop review prioritization tiers, a quality hierarchy, and a coverage matrix (persona, segment, vertical, region, module, recency) that prioritizes review quality and relevance over sheer quantity
Ensure 3rd-party review insights and advocacy assets are seamlessly fed into and leveraged across Demand Generation, ABM, Sales Enablement, Analyst Relations, Product Marketing, Product Management, Brand, and Renewals
Manage the end-to-end customer story pipeline
partner cross-functionally to identify strategic advocates and oversee the production of high-value case studies, videos, and testimonials
Administer and optimize advocacy, adoption, and enablement platforms (such as ReferenceEdge, Highspot, Champion, or similar tools) ensuring global Sales and Customer Success teams are consistently equipped with the latest customer proof
Activate and scale customer proof assets including case studies, testimonials, and advocacy content by embedding them across Sales, Marketing, Customer Success, campaigns, and events to drive credibility, adoption, and customer led growth
Support automated lifecycle nurture programs by leveraging a deep understanding of the customer journey, identifying key milestones to continuously cultivate engagement, retention, and advocacy at scale

Requirements

Experience: 6+ years of experience in customer marketing, or customer advocacy within an enterprise B2B SaaS environment, with deep expertise building and scaling customer advocacy programs that drive engagement, credibility, adoption, and customer-led growth
Advocacy Expertise: Proven track record of designing and operationalizing complex advocacy initiatives. This includes managing end-to-end case study pipelines, executing targeted 3rd-party review campaigns across tier-one platforms to support industry reports and awards, and orchestrating comprehensive customer award programs. Adept at building multi-channel outreach templates, managing intake/nomination forms, and maintaining organized asset repositories
Strategic Execution: Strong ability to translate high-level department goals into actionable programmatic strategies, successfully scaling global advocacy programs, review campaigns, and customer recognition initiatives
Cross-Functional Collaboration: Experience partnering with Go-To-Market, Analyst Relations, Product Marketing, and Sales teams to ensure advocacy efforts are fully aligned with broader pipeline, demand generation, and revenue goals
Technology Proficiency: Hands-on experience managing and optimizing customer advocacy platforms, sales enablement tools, CRM, and marketing systems (e.g., ReferenceEdge, Highspot, Champion, Salesforce, survey/form builders, Wrike and design tools like Canva)
Data-Driven Mindset: Ability to leverage commercial signals, product health data, and engagement metrics to build targeted coverage matrices and prioritize advocate outreach
Lifecycle & Adoption Expertise: Deep understanding of customer journey mapping, lifecycle nurture programs, and adoption marketing strategies that actively drive product utilization and account growth
Customer Relationship Building: Demonstrated ability to actively build, nurture, and maintain direct, high-value relationships with enterprise customers, key champions, and executive sponsors

What we offer

short-term and long-term incentive programs, based on eligibility
robust offering of benefit and wellness plans

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