Senior Customer Marketing Manager - Adaptive Planning

Workday•Pleasanton, CA

About The Position

Your work days are brighter here. We’re obsessed with making hard work pay off, for our people, our customers, and the world around us. As a Fortune 500 company and a leading AI platform for managing people, money, and agents, we’re shaping the future of work so teams can reach their potential and focus on what matters most. The minute you join, you’ll feel it. Not just in the products we build, but in how we show up for each other. Our culture is rooted in integrity, empathy, and shared enthusiasm. We’re in this together, tackling big challenges with bold ideas and genuine care. We look for curious minds and courageous collaborators who bring sun-drenched optimism and drive. Whether you're building smarter solutions, supporting customers, or creating a space where everyone belongs, you’ll do meaningful work with Workmates who’ve got your back. In return, we’ll give you the trust to take risks, the tools to grow, the skills to develop and the support of a company invested in you for the long haul. So, if you want to inspire a brighter work day for everyone, including yourself, you’ve found a match in Workday, and we hope to be a match for you too. About the Team The Adaptive Marketing team is a high-impact, fast-moving group responsible for shaping how Adaptive shows up in the market—from product launches and positioning to demand generation, customer engagement, and brand storytelling. This role sits within the Product Marketing team, which owns customer and market insight, product positioning and messaging, launches, and how Adaptive’s value is articulated across the customer lifecycle. The team works closely with Sales, Customer Success, Product, and Corporate Communications to ensure clear, differentiated, and customer-centric go-to-market execution. The team operates with a builder’s mindset: experimental, analytical, and outcomes-driven. We value speed, learning, and ownership, while maintaining the rigor required to scale within an enterprise environment. About the Role We’re looking for a Senior Manager of Customer Advocacy & Customer Marketing to build and lead our global customer advocacy function. This is a hands-on, player–coach role: you will be an individual contributor executing high-impact work, while also defining the strategy, standards, and operating model for the function globally. You will own how customer voices come to life across Adaptive—from compelling case studies and a scalable reference program to onboarding experiences that drive early value and long-term advocacy. You bring strong storytelling instincts, an entrepreneurial mindset, and the ability to operate effectively across regions, cultures, and teams.

Requirements

7–10+ years of experience in B2B SaaS across Customer Marketing, Customer Advocacy, Product Marketing, or Content Experience operating in global, matrixed organizations as well as high-growth SaaS startup environments
Comfortable being both a hands-on individual contributor and functional leader

Nice To Haves

Familiarity with multi-product or platform organizations preferred
Experience managing external agencies and vendors across content, video production, and creative services
Familiarity with sales enablement workflows, reference request processes, and field-facing content needs
Proven ability to build and scale customer advocacy and reference programs
Demonstrated experience producing case studies, customer videos, executive quotes, and customer-facing storytelling assets
Strong program management skills, including roadmapping, prioritization, and cross-functional execution
Ability to translate customer outcomes, ROI, and value metrics into credible marketing narratives
Experience partnering closely with Customer Success, Sales, Product Marketing, and Lifecycle Marketing teams
Strong writing, editing, and briefing skills; able to set clear creative direction and quality standards
Data-informed mindset with experience defining and tracking advocacy, content, and program performance metrics
Highly collaborative, entrepreneurial, and comfortable influencing without authority

Responsibilities

Own and scale Customer Advocacy & Customer Marketing globally, setting vision while remaining hands-on
Build a best-in-class customer storytelling engine, including case studies, videos, web content, presentations, and executive-ready assets
Create and operate a global customer reference program supporting sales, analyst relations, press, and events
Influence the customer onboarding experience to reinforce value realization, differentiation, and adoption
Manage agencies and external partners across content, video, design, and production
Partner cross-functionally and influence without authority across Marketing, Sales, Customer Success, Product, and Communications
Define success metrics and continuously evolve programs based on performance and impact

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