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Customer Advocacy Specialist

4 hours ago

Toronto, Ontario, Canada Varicent Full time

About the Role We are seeking a Customer Advocacy Marketing Lead to execute and manage programs that engage, grow, and amplify our network of customer advocates. This role will focus on developing relationships with key customers, identifying and nurturing advocates, and creating impactful advocacy programs that drive customer engagement, retention, and brand loyalty. The ideal candidate is passionate about customer advocacy, storytelling, and leveraging advocacy to support marketing and sales goals This is an individual contributor role and does not include people management responsibilities.

What You'll Do

Advocacy/Reference Program Management:

  • Manage the day-to-day execution of the advocacy and reference program, ensuring timely and efficient handling of reference requests across multiple channels.
  • Execute and optimize advocacy initiatives to increase customer participation and engagement.
  • Track reference request fulfillment, ensuring a smooth process and managing any roadblocks or delays in collaboration with sales and customer success teams.
  • Build and maintain a dynamic pool of referenceable customers for sales, marketing, and event initiatives, ensuring balance and minimizing fatigue.
  • Support peer networking opportunities and other engagement programs that foster customer advocacy.

Advocacy/Reference Tool Ownership and Business Impact:

  • Own the daily management and optimization of the customer advocacy tool ReferenceEdge, to streamline advocacy efforts and support sales and marketing with customer references, proof points, and stories.
  • Ensure ReferenceEdge is optimized for efficient reference requests, content accessibility, processing, and reporting.
  • Track engagement metrics and work with cross-functional teams to align tools with business goals, improve usability, maintain data accuracy, and support scalability.
  • Execute and improve processes for sourcing, managing, and activating customer references and proof points to support sales and marketing initiatives effectively.

Customer Content: Case Studies & Testimonials:

  • Project manages the end-to-end development of compelling customer stories, including case studies, video testimonials, and success narratives that highlight value and impact.
  • Coordinate cross-functional collaboration with content and product marketing to ensure customer stories are engaging, data-driven, and aligned with strategic goals.
  • Work cross-functionally with sales, customer success, and product marketing to identify strong customer advocates, develop timelines, and manage content production workflows.
  • Ensure the strategic distribution of customer content across key channels—including websites, events, online reviews, social media, demand generation campaigns, and sales enablement materials—to enhance brand credibility and drive revenue growth. Collaborate cross-functionally to equip sales teams with timely, relevant customer stories that effectively influence pipeline progression and deal closure.

Online Reviews & Advocacy Engagement

  • Support and execute processes to activate customer advocates for online reviews.
  • Facilitate and track review submissions, working with Sales and Customer Success to identify advocates.
  • Manage online review websites to ensure customer content is up to date.

Customer Events & Speaking Engagements:

  • Identify, recruit, and manage customer speakers for webinars, user conferences, and industry events, ensuring alignment with advocacy goals.
  • Coordinate logistics, speaker prep, and content development to ensure a seamless experience for customer advocates.
  • Maintain a pipeline of potential speakers by working closely with Customer Success, Sales, and Product Marketing teams.

Measurement & Reporting:

  • Track and report on the impact of advocacy initiatives, including customer engagement, reference usage, and speaking engagements.
  • Collect and analyze key metrics such as reference activation, speaking participation, and pipeline influence to measure program performance.
  • Support advocacy program improvements by providing data-driven insights and recommendations to internal teams.

What We're Looking For

  • 3–5 years of experience in customer marketing, advocacy, or related roles
  • Proven success in managing or supporting customer advocacy or reference programs.
  • Excellent project management and communication skills
  • Required: Managed references, case studies, testimonials, or advocacy activations
  • Strong attention to detail and organized execution
  • Strong verbal and written English communication skills
  • Strong storytelling and customer content development skills
  • Experience managing online review strategies across platforms such as G2, Gartner Peer Insights, and Gartner Digital Media
  • Ability to work cross-functionally and build strong relationships with customers and internal teams
  • Knowledge of Salesforce, , and/or ReferenceEdge is a plus
  • Willingness to travel

1 - 3 Months: Getting started

  • Own: Take full ownership of the customer advocacy and reference program, including daily management of ReferenceEdge. Build relationships with key internal stakeholders (Sales, Customer Success, Product Marketing) to understand advocacy needs.
  • Teach: Educate internal teams on the advocacy program, reference request process, and how to leverage customer stories for sales and marketing initiatives.
  • Learn: Understand current advocacy workflows, identify program gaps, and learn how customer advocates engage. Become familiar with analytics and reporting to track engagement and program impact.
  • Improve: Streamline the reference request process to ensure faster turnaround times and better advocate engagement. Begin optimizing tool usage to improve efficiency.

4 - 6 Months:

  • Own: Establish a strong pipeline of engaged customer advocates for references, content, and speaking opportunities. Manage the review generation process to ensure a steady flow of new online reviews.
  • Teach: Share insights and best practices with internal teams on leveraging customer advocacy for sales enablement and marketing campaigns.
  • Learn: Identify trends in customer advocacy engagement and refine strategies based on data. Gather feedback from sales and marketing teams to adjust processes as needed.
  • Improve: Optimize the advocacy tool setup, reporting structures, and workflows to enhance program scalability and ease of use. Implement refinements to improve reference fulfillment rates and content turnaround.

7 Months & beyond:

  • Own: Fully operationalize the advocacy program with an established cadence of customer proof points, content creation, and customer participation in speaking engagements and reviews.
  • Teach: Develop internal training on best practices for engaging advocates, requesting references, and utilizing advocacy content effectively.
  • Learn: Gain deeper insights into how advocacy impacts revenue and customer retention, adjusting program strategies to maximize ROI.
  • Improve: Lead ongoing enhancements to advocacy engagement strategies, exploring new ways to scale and drive advocacy efforts.

The expected base salary range for this role is $76,800 - $96,000* CAD, and individuals may be eligible to participate in our variable compensation program.

*Final compensation may vary based on experience, skills, designations, and market conditions.

This posting is for an existing vacancy.

This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement, not replace, human decision-making.