Senior Customer Campaigns & Advocacy Manager

Lattice is on a mission to build cultures where employees and their companies thrive, and they are seeking a Senior Customer Campaigns & Advocacy Manager to join their Product Marketing team. This role focuses on driving customer expansion through targeted campaigns and building a scalable customer advocacy engine.

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

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
• 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