Senior Customer Marketing Manager

Panopto

1d•$124,000 - $155,000•Remote

About The Position

Panopto is seeking an experienced, strategic, and hands-on Senior Customer Marketing Manager to establish and grow its customer marketing function. As the foundational hire, this person will assess existing activities, define priorities, and build repeatable programs that turn customer success into compelling proof, strengthen engagement, and support retention and expansion opportunities. The role balances strategy with execution and works closely with Product Marketing, Customer Success, Account Management, Sales, and cross-functional marketing partners to establish the relationships, processes, and measurement practices needed to scale customer marketing. The position owns customer storytelling and advocacy, strategic customer proof, the customer reference program, customer lifecycle and expansion campaigns, customer marketing communications, and relevant review and advocacy platforms. It also uses customer feedback and engagement data to inform priorities and partners with Marketing Operations and RevOps on systems and processes. The position is remote-eligible in the US and internationally, with occasional trips to the local international office where applicable.

Requirements

5+ years of B2B SaaS marketing experience, including 3+ years in customer marketing, advocacy, or lifecycle marketing.
Demonstrated ownership of customer-facing programs.
Exceptional writing and interviewing skills, with examples of customer stories that translate technical or business outcomes into persuasive, evidence-based narratives.
Demonstrated experience establishing or scaling customer marketing programs, defining strategy and operating processes, aligning stakeholders, and delivering results with limited existing infrastructure.
Ability to collaborate effectively with Customer Success, Account Management, Sales, Product Marketing, and Marketing Operations.
Strong project management skills and experience defining meaningful KPIs, evaluating campaign performance, and communicating business contributions.

Nice To Haves

Experience supporting customer adoption, cross-sell, or upsell campaigns in mid-market or enterprise SaaS.
Familiarity with HubSpot, Salesforce, customer segmentation, or marketing automation systems, and ability to collaborate effectively with platform owners and operations specialists.
Experience producing or directing customer testimonial assets and turning one story into multiple useful formats.
Experience working with higher education, enterprise learning, training, or video technology audiences.

Responsibilities

Establish Panopto’s customer marketing function by evaluating current activities, defining priorities, creating scalable processes, and setting program goals and measurement practices.
Own the customer storytelling program, identify and cultivate advocates across industries, use cases, and segments, and develop case studies, testimonials, customer quotes, video stories, and quantified outcome narratives.
Partner with Product Marketing, Sales, and Customer Success to identify evidence gaps and prioritize customer stories aligned with go-to-market priorities, product launches, and competitive differentiation.
Build and maintain a scalable customer reference program, match advocates with relevant sales opportunities, and establish permissions, approvals, and reference-use guidelines.
Develop targeted customer engagement, adoption, and expansion campaigns with Product Marketing, Account Management, and Demand Gen, prioritizing based on business needs and available customer data.
Own the customer marketing communications calendar, including newsletters, advocacy invitations, customer-only events, and campaign communications; partner with Product Marketing on product-related customer messaging.
Manage relevant third-party review and customer advocacy initiatives, including platforms such as G2, based on business priorities and measurable value.
Use customer feedback, NPS/CSAT trends, engagement data, and Customer Success input to inform priorities, identify advocates, and track progress.
Partner with Marketing Operations and RevOps to evaluate and improve the processes, data, and systems that support customer marketing, including marketing automation, segmentation, and reference management.
Assess current activities, stakeholder needs, customer proof and reference processes, and operational capabilities; establish benchmarks, a prioritized roadmap, and early wins.
Launch repeatable advocacy and customer storytelling programs, pilot targeted engagement initiatives, and establish practical reporting and operating processes.
Demonstrate measurable contributions from advocacy and engagement initiatives, establish a sustainable operating model, and recommend the next stage of program growth.