Customer Advocacy Content & Activation Manager

Thomson Reuters • Eagan, MN

5d • Hybrid

About The Position

Thomson Reuters is seeking a Customer Advocacy Content & Activation Manager to develop and share customer stories that help buyers make informed decisions. The role owns the customer-story process, from recruiting advocates and selecting stories to producing case studies, videos, reviews, and other content. It ensures sales and marketing teams can readily find and use customer proof to build trust, support deal progression, and demonstrate customer success.

Working closely with sales, marketing, and partner teams, the manager sets priorities and advises on customer-proof strategy. The role identifies storytelling gaps across solutions, personas, industries, and go-to-market priorities; transforms customer evidence into multiple reusable assets; and maintains a searchable, up-to-date proof library. It also uses AI tools and repeatable workflows to scale story sourcing, drafting, repurposing, and discovery while maintaining accuracy, quality, and customer approval standards.

The manager partners with sales to supply relevant proof and references, promotes adoption of customer content, and measures how assets are used and the business impact they generate. Thomson Reuters describes its office-based roles as operating in a flexible hybrid work environment. The position may also be eligible for an annual bonus based on enterprise and individual performance. The base compensation range for eligible U.S. locations is $100,100–$185,900 USD.

Requirements

• At least 7 years of experience in customer advocacy, customer marketing, or content marketing at a B2B technology or high-growth organization.
• Demonstrated ability to turn raw customer evidence, such as interviews, survey responses, and call recordings, into compelling stories and multiple asset formats that drive business impact.
• Strong editorial judgment to distinguish strong stories from weak ones and select the right format and audience.
• Experience building trusted customer relationships, including with senior executives, guiding stories through communications and legal approvals, and making advocacy positive for customers.
• Results-focused approach to measuring customer-proof use in sales opportunities and marketing and communications campaigns, connecting usage to deal progression, win rates, and pipeline, and using findings to guide future content.
• Experience partnering with sales teams and driving content adoption across a large, matrixed organization.
• Strong organization and follow-through, including keeping a busy pipeline moving and a proof library clean, current, and easy to use.
• Hands-on experience with AI tools, such as writing and analysis assistants, and curiosity about applying them to content creation and workflow.
• Good judgment about where AI adds speed and where human review is essential.
• Excellent writing, communication, and influencing skills, with credibility to advise senior marketing leaders.
• Builder’s mindset, with comfort setting strategy and drafting an asset’s first version.

Nice To Haves

• Experience with customer advocacy or reference management platforms such as ReferenceEdge, UserEvidence, or Influitive.

Responsibilities

• Grow the volume, quality, and diversity of customer advocates by driving awareness and engagement across sales, customer success, and marketing.
• Run advocacy campaigns and communications that keep customer advocacy top of mind during sales deals and campaign planning.
• Review customer nominations, survey responses, and recorded content to assess story quality and select which stories to pursue.
• Choose the appropriate format for each story, such as a case study, short-form social proof, sales reference, video, or peer review, and keep stories progressing through production.
• Work with marketing leaders to prioritize customer content according to business goals.
• Advise on customer-proof strategy by identifying gaps across solutions, personas, industries, and go-to-market priorities and planning to address them.
• Analyze existing customer evidence, including survey data, call recordings, and interviews, to identify proof points, quotes, and stories.
• Turn customer engagements into multiple reusable assets that support pipeline, deal progression, and campaign performance.
• Organize and publish a searchable, up-to-date customer proof library.
• Use AI tools to source, draft, and repurpose customer stories while maintaining quality, accuracy, and customer approval standards.
• Build repeatable AI-assisted workflows, prompts, and templates to reduce production time and increase content output.
• Use AI to improve the discoverability of customer proof, including through smarter tagging and search.
• Show sales and marketing teams how to use customer proof with AI tools in their everyday work.
• Stay current on AI capabilities and pilot tools that improve speed, quality, or reach.
• Partner with sales to understand proof-point and reference needs and fill gaps with ready-to-use content.
• Help sellers find the right customer reference or proof point quickly, and maintain visibility into assets by segment, solution, and deal stage.
• Analyze customer-proof usage and business impact, using insights to identify content gaps, prioritize stories, and improve results.
• Track time and effort saved through AI and new workflows alongside content impact.

Benefits

• Flexible hybrid work environment for office-based roles and work from anywhere for up to 8 weeks per year.
• Flexible workplace policies to support personal and professional responsibilities.
• Career development and continuous learning through Grow My Way programming and a skills-first approach.
• Comprehensive health insurance, dental insurance, vision insurance, disability insurance, and life insurance programs.
• Competitive 401(k) plan with company match.
• Flexible vacation, sick and safe paid time off, and paid holidays, including two company-wide mental health days.
• Parental leave and sabbatical leave.
• Access to the Headspace app and an Employee Assistance Program.
• Tuition reimbursement.
• Employee incentive programs and an annual bonus may be available based on enterprise and individual performance.
• Fitness reimbursement and resources for mental, physical, and financial wellbeing.
• Two paid volunteer days annually and opportunities for pro-bono consulting and ESG initiatives.
• Flexible Spending and Health Savings Accounts.
• Commuter benefits.
• Adoption and surrogacy assistance.
• Employee Stock Purchase Plan.
• Optional hospital, accident and sickness insurance, optional life and AD&D insurance, and group legal and identity theft protection, paid by the employee.
• Access to a 529 Plan.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: No Education Listed