Senior Director, Customer Adoption Marketing Job at BlackLine (New York)

Job Description

The Sr. Director of Customer Adoption Marketing is a senior, highly visible leader responsible for owning and orchestrating the transformation of the traditional Customer Advocacy function into a strategic Customer Adoption Marketing Program—one that directly drives customer value realization, adoption, expansion, and long-term advocacy across the lifecycle. This role elevates customer advocacy from a reactive, request-driven function into a business-critical GTM engine that fuels adoption, credibility, pipeline acceleration, renewal confidence, and expansion. This leader will serve as the connective tissue between Product Marketing, Customer Success, Lifecycle Marketing, Sales, and Product, ensuring that customer proof, voice, education, and adoption programs are tightly aligned to BlackLine’s platform strategy, innovation roadmap, and growth priorities.

Job Responsibility

Define and lead BlackLine’s global Customer Adoption Marketing strategy, spanning onboarding, adoption, value realization, expansion, and advocacy
Establish Customer Adoption Marketing as a strategic GTM function, aligned to corporate priorities, platform strategy, and product roadmaps
Own vision, operating model, success metrics, and roadmap for all customer adoption programs through deep alignment with Customer Success, Lifecycle and Marketing teams where applicable
Partner deeply with Customer Success, Lifecycle Marketing, and RevOps to design and execute customer adoption, education, and expansion programs
Translate product value and roadmap evolution into adoption-driven campaigns and customer motions
Support renewal and expansion goals by reinforcing realized value and future-state opportunity
Assist with evolution of Blackline community ecosystem of BlackLine’s customer community ecosystem, including, BlackLine User Groups, customer councils and advisory boards, executive peer forums and leadership programs
Partner with Customer Success, Field Marketing, Events, and Product to ensure community programs reinforce adoption and education, surface customer insights that inform roadmap and GTM strategy, and strengthen peer-to-peer advocacy and executive relationships
Ensure community programs are outcome-driven, with clear alignment to adoption, retention, expansion, and customer satisfaction goals
Lead global customer storytelling and advocacy programs, including customer case studies and success stories, customer references and executive advocacy, and peer review platforms (G2, Gartner Peer Insights, TrustRadius, etc.)
Elevate customer proof from “marketing assets” to strategic GTM signals used across Sales, Product, Analysts, and Executives
Ensure consistent, credible, and differentiated customer narratives aligned to BlackLine’s platform and AI vision
Own strategy and execution for customer-driven analyst and peer validation programs
Partner with Product Marketing and Analyst Relations to ensure customer voice reinforces BlackLine’s differentiated market narrative
Use reviews and sentiment data as feedback loops for GTM, Product, and Customer Success
Act as a senior orchestrator across Product Marketing, Commercialization, Product, Sales, Customer Success, Enablement, and Marketing
Ensure adoption insights inform product roadmap prioritization, GTM messaging and plays, and enablement and sales confidence
Eliminate siloed customer programs in favor of integrated, outcome-driven execution
Lead, mentor, and scale a high-performing Customer Adoption Marketing team
Shift team mindset from executional task delivery to strategic ownership and business impact
Define clear goals, success metrics, and career development paths aligned to enterprise impact

Requirements

12+ years of experience in Customer Marketing, Product Marketing, Lifecycle Marketing, or GTM leadership within enterprise SaaS
5+ years in senior leadership roles, building and scaling customer-facing marketing or adoption functions
Proven experience designing and operating customer adoption, advocacy, and expansion programs at scale
Strong understanding of enterprise customer lifecycles, renewal dynamics, and value realization
Demonstrated ability to partner cross-functionally with Product, Sales, Customer Success, Enablement, and Executive Leadership
Track record of elevating a function from reactive service delivery to strategic business ownership
Exceptional storytelling, executive communication, and stakeholder influence skills
Data-driven mindset with experience tying customer programs to business outcomes (adoption, retention, expansion, win rates)

Nice to have

Experience in enterprise finance, ERP, EPM, analytics, or vertical SaaS environments
Familiarity with analyst relations, peer review platforms, and customer sentiment programs
Experience supporting platform-based, multi-product portfolios
Background in high-growth SaaS organizations (Series C through public company)
Experience partnering with AI-driven or data-centric product organizations
Comfort operating in highly matrixed, global organizations

What we offer

short-term and long-term incentive programs
robust offering of benefit and wellness plans

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