Senior Customer Marketing Manager

Job description

**Company Overview:** At Panopto, we are the most **customer-centric learning technology company** in the world. As the **leader in visual and audio-based learning**, we empower organizations to share knowledge effortlessly in a capture and post-capture world. We don’t just build software; **we obsess over our users’ goals** to deliver solutions that truly matter. Our mission is simple: to attract the brightest talent, people like you, to **Elevate the Craft** and do the most impactful work of your career. To enhance our team we are seeking an experienced Senior Customer Marketing Manager. **Position Summary** In this role, you will have the opportunity to do meaningful work in your career, elevating your craft while contributing to a team that values lifelong learning. Panopto is seeking an experienced, strategic, and hands-on Senior Customer Marketing Manager to establish and grow our customer marketing function. As the foundational hire in this area, you 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. Working closely with Product Marketing, Customer Success, Account Management, Sales, and cross-functional marketing partners, you will balance strategy and hands-on execution, establishing the relationships, processes, and measurement practices needed to scale customer marketing over time. You'll also have opportunities to contribute to other initiatives that directly advance our core values and support you in elevating your craft. **How You’ll Contribute** In this role, you will have the opportunity to… - **Customer marketing strategy and program development:** 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. - **Customer storytelling and advocacy:** 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. - **Strategic customer proof:** 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. - **Customer reference program:** 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. - **Customer lifecycle and expansion programs:** 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. - **Customer communications:** 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. - **Review and advocacy platforms:** Manage relevant third-party review and customer advocacy initiatives, including platforms such as G2, based on business priorities and measurable value. - **Customer insights and measurement:** Use customer feedback, NPS/CSAT trends, engagement data, and input from Customer Success to inform priorities, identify advocates, and track progress. - **Systems and operational collaboration:** 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. **What Success Looks Like** - **Within 45 Days:** Assess current customer marketing activities, stakeholder needs, customer proof and reference processes, and operational capabilities; establish initial benchmarks and a prioritized roadmap; deliver high-value early wins. - **Within 3 Months:** Launch repeatable advocacy and customer storytelling programs, pilot targeted engagement initiatives with cross-functional partners, and establish practical reporting and operating processes. - **Within 6 Months:** Demonstrate measurable contributions from customer advocacy and engagement initiatives, establish a sustainable customer marketing operating model, and use results to recommend the next stage of program growth. **Values in Action** - **Customer First, Always**: You proactively surface friction points in the customer experience before they are escalated — and propose solutions, not just reports. - **Thrive Together**: You share work-in-progress for early feedback, knowing that challenge improves the outcome. You separate critiques of ideas from critiques of people. - **Elevate the Craft**: You hold the bar high on your own work and invest in developing those around you. You treat every project as an opportunity to learn something new. - **Act with Ownership**: You define success by outcomes, not activity. You flag problems early and bring a proposed path forward, not just the problem. - **Clarity Over Complexity**: You default to the simpler solution. Your written communication — internal or external — is direct, specific, and free of filler. **How We Thrive** You will join a team that values clarity, ownership, and continuous improvement. We balance strategic thinking with hands-on execution and work collaboratively to achieve measurable business outcomes. We value different perspectives, thoughtful feedback, and a shared commitment to customer success. **The Foundation for Success** - **Experience:** 5+ years of B2B SaaS marketing, including 3+ years in customer marketing, advocacy, or lifecycle marketing; demonstrated ownership of customer-facing programs. - **Storytelling:** Exceptional writing and interviewing skills, with examples of customer stories that translate technical or business outcomes into persuasive, evidence-based narratives. - **Program development:** Demonstrated experience establishing or scaling customer marketing programs, defining strategy and operating processes, aligning stakeholders, and delivering results with limited existing infrastructure. - **Cross-functional partnership:** Ability to collaborate effectively with Customer Success, Account Management, Sales, Product Marketing, and Marketing Operations. - **Measurement and execution:** Strong project management skills and experience defining meaningful KPIs, evaluating campaign performance, and communicating business contributions. **What Sets You Apart** - **Growth and expansion marketing:** Experience supporting customer adoption, cross-sell or upsell campaigns in mid-market or enterprise SaaS. - **Marketing technology:** Familiarity with HubSpot, Salesforce, customer segmentation, or marketing automation systems; ability to collaborate effectively with platform owners and operations specialists. - **Multimedia storytelling:** Experience producing or directing customer testimonial assets and turning one story into multiple useful formats. - **Market familiarity:** Experience working with higher education, enterprise learning, training, or video technology audiences. **Join Us** At Panopto, you will help bring customer experiences to life and make the impact of video and knowledge sharing visible to organizations around the world. If you enjoy collaborating with customers, telling meaningful stories, and building marketing programs that scale, we would love to hear from you.