Senior Customer Marketing Manager

Panopto is seeking a Senior Customer Marketing Manager to establish and grow its customer marketing function. The role builds scalable programs for customer storytelling, advocacy, engagement, retention, and expansion, partnering across marketing, sales, and customer success.

Responsibilities:

• Establish the foundation of 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, identifying and cultivating advocates across key industries, use cases, and segments. Source and draft case studies, testimonials, customer quotes, video stories, and quantified outcome narratives that serve marketing and sales needs
• Partner with Product Marketing, Sales, and Customer Success to identify evidence gaps and prioritize stories aligned with go-to-market priorities, product launches, and competitive differentiation
• Build and maintain a scalable customer reference program and process to match customer advocates with relevant sales opportunities. Establish permissions, approvals, and reference-use guidelines
• In partnership with Product Marketing, Account Management, and Demand Gen teams, assess opportunities and develop targeted engagement, adoption, and expansion campaigns, prioritizing efforts 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 the positioning and messaging for product-related communications to the customer base
• 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 input from Customer Success to inform priorities, identify advocates, and track progress
• Partner with Marketing Operations and RevOps to evaluate and improve the processes, data, and systems that enable customer marketing, including marketing automation, segmentation, and reference management

Requirements:

• 5+ years of B2B SaaS marketing, 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
• 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; 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