Senior Customer Campaigns & Advocacy Manager

Lattice

1d•$121,000 - $151,500•Remote

About The Position

We are looking for a Sr. Customer Campaigns & Advocacy Manager to join our Product Marketing team and drive customer expansion while building a scalable customer advocacy engine. This role sits at the intersection of product marketing and customer growth — focused on engaging our existing customer base through targeted campaigns and activating customers as advocates. You’ll own programs that generate expansion pipeline (cross-sell, handraisers) and build durable customer proof (G2 reviews, references, stories) that accelerate deals. You’ll partner closely with Customer Account Managers (CAMs), RevOps, and Product Marketing to ensure our customer base is both growing and actively influencing new and expansion revenue. AI fluency We are building an AI-enabled GTM organization, and this role is expected to operate accordingly. You should: Regularly use AI tools to improve the speed and quality of your work Leverage AI to analyze campaign performance, generate insights, and build messaging and enablement assets Use tools like Claude (e.g., Claude CoWork) or similar to build and scale automated workflows across campaigns, advocacy programs, and content creation Continuously explore new ways to incorporate AI into GTM workflows, including segmentation, personalization, and customer engagement Demonstrate strong judgment in when and how to use AI effectively

Requirements

5–7+ years of experience in product marketing, customer marketing, lifecycle marketing, or advocacy programs (B2B SaaS strongly preferred)
Proven track record of driving pipeline through customer campaigns or demand generation
Experience building or scaling customer advocacy programs (G2, references, case studies, etc.)
Strong messaging and positioning skills — able to translate product capabilities into customer value and compelling stories
Skilled in campaign operations and marketing automation tools (Marketo, Salesforce, etc.)
Strong cross-functional collaborator across Sales, Customer Success, RevOps, and Product Marketing
Analytical and outcome-oriented, with the ability to connect programs to pipeline and revenue impact
Highly organized and able to manage multiple programs and stakeholders simultaneously

Responsibilities

Own the strategy and execution of multi-channel campaigns (email, in-app, webinars, events) that drive handraisers and influence expansion pipeline. Ensure consistent coverage across key product lines and align campaigns to renewal and cross-sell opportunities.
Partner with RevOps to identify high-propensity segments and define targeted campaign motions. Build a scalable quarterly campaign calendar and continuously refine segmentation, messaging, and channel mix to improve performance.
Build and scale our advocacy engine, including G2 reviews, customer references, stories, and testimonials. Establish repeatable programs using tools like Deeto and Peerbound that generate consistent review volume, maintain a strong reference bench, and activate advocates across Sales and Marketing.
Partner with Product Marketing to translate customer outcomes into compelling proof points. Package reviews, testimonials, and success stories into assets that strengthen campaigns and support deal cycles.
Equip CAMs with ready-to-use campaign kits, messaging, and customer proof to drive account growth. Create simple, repeatable ways for CAMs to leverage campaigns and advocacy in their day-to-day workflows.
Define success metrics across campaigns and advocacy (pipeline influenced, handraisers, review velocity, reference utilization). Continuously test, learn, and optimize programs to improve impact and scalability.