Customer Advocacy Manager

Packback

14h•$85,000 - $100,000•Remote

About The Position

Packback is an AI-powered learning platform used by 2,000–3,000 professors across the country to drive deeper student engagement and critical thinking. Our professors don't just use Packback — many of them love it, talk about it, and champion it to their peers. We're looking for someone to turn that energy into a structured, scalable growth engine. This is a newly created role with a clear commercial mandate: own the professor advocate community and turn it into a source of pipeline, proof, and brand credibility. You'll build the program from the ground up — identifying our best advocates, giving them identity and belonging, and activating them across referrals, case studies, thought leadership, and social content. You'll sit at the intersection of Marketing and Customer Success, reporting to the Sr. Director of Marketing, and will collaborate closely with Sales to build scalable programs that deepen customer engagement, elevate customer voices, and support long-term customer growth and retention. This role comes with real autonomy to build advocacy from scratch, and because you're joining a lean team, you'll also have visibility into and occasional hands-on involvement in broader marketing execution like webinars and launches.

Requirements

4+ years of experience in customer marketing, customer advocacy, or community programs in a B2B SaaS environment
Demonstrated track record of building advocacy programs that produced measurable commercial outcomes (pipeline, referrals, case studies)
Exceptional relationship-building skills - professors are busy, skeptical of "marketing," and respond to genuine connection over transactional asks
Strong storytelling instincts to turn a customer outcome into a compelling narrative, guide its development, and ensure it lands with the right audience
High ownership and comfortable with sales-adjacent metrics to work successfully hand-in-hand with a revenue team
Analytical mindset with ability to track performance and derive actionable insights.
Highly organized with the ability to manage a large portfolio of relationships and concurrent projects

Nice To Haves

Experience in edtech or selling to academic institutions
Familiarity with advocacy platforms (e.g., Orca, Influitive, ReferenceEdge)
Experience with LinkedIn content strategy and thought leadership programs
Background in community management or event production
Experience leveraging AI tools as a force multiplier

Responsibilities

Design and launch a named professor advocate program to identify, engage, and activate customer champions
Build segmented advocate pools reflecting how professors engage with Packback — as individual adopters or as part of a broader institutional relationship — with tailored engagement for each
Maintain an advocate database with engagement history, content consent, and referral status
Manage ongoing communication with the advocate community (newsletters, spotlights, exclusive previews, appreciation initiatives)
Assist in planning and management of Customer Advisory Board programs and other customer-focused events, including recruitment, communications, meetings, and follow-up activities.
Oversee creation of customer case studies, testimonials, video interviews, customer-generated content, and pull quotes for decks and proposals
Own the end-to-end case study pipeline — identification, outreach, interview, production, approval, and distribution planning
Drive review generation and online reputation initiatives to enhance brand credibility, and monitor and respond to reviews, using feedback to improve advocate experience
Develop a structured referral program that converts professor goodwill into warm introductions for the sales team
Build a library of approved references, peer testimonials, and name-drop lists for sales cycles
Ensure Sales has the right professor reference, case study, or peer testimonial ready at the specific stage of the deal where it removes friction
Package customer outcomes into assets that speed up sales cycles and support retention
Identify professors willing to speak at ed-tech conferences, contribute to webinars, or write guest content
Activate advocates on LinkedIn and other channels — co-creating content, sharing wins, and amplifying Packback's brand
Build a speaker roster for events and panel opportunities
Partner with cross-functional stakeholders to drive customer engagement, product awareness, and adoption programs
Lead customer communications that reinforce product value including webinars, newsletters, and educational content
Gather and communicate customer insights to inform marketing, product, and customer experience strategies
Identify opportunities to improve customer satisfaction, loyalty, and retention