About the Role
We are looking for a Sr. Customer Campaigns & Advocacy Manager to join our Product Marketing team and drive customer expansion while building a scalable customer advocacy engine. This role sits at the intersection of product marketing and customer growth — focused on engaging our existing customer base through targeted campaigns and activating customers as advocates.
You’ll own programs that generate expansion pipeline (cross-sell, handraisers) and build durable customer proof (G2 reviews, references, stories) that accelerate deals. You’ll partner closely with Customer Account Managers (CAMs), RevOps, and Product Marketing to ensure our customer base is both growing and actively influencing new and expansion revenue.
What you’ll own
Customer Expansion Campaigns
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.
Campaign Strategy & Targeting
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.
Customer Advocacy Programs
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.
Customer Proof & Storytelling
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.
CAM Enablement & Activation
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.
Measurement & Optimization
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.
What success looks like
- Customer campaigns consistently generate qualified handraisers and influence expansion pipeline
- A scalable advocacy engine drives a steady flow of G2 reviews, references, and customer proof
- CAMs actively use campaigns and advocacy assets to accelerate cross-sell and expansion deals
- Customer proof is embedded across Product Marketing and GTM motions
- There is clear visibility into campaign and advocacy impact on pipeline and revenue
AI fluency
We are building an AI-enabled GTM organization, and this role is expected to operate accordingly. You should:
- 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
Who you are
- 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
The estimated annual cash salary for this role is $121,000 - $151,500. This position is also eligible for incentive stock options, subject to the terms of Lattice’s applicable plans.
Benefits: The Company offers the following benefits for this position, subject to applicable eligibility requirements: Medical insurance; Dental insurance; Vision insurance; Life, AD&D, and Disability Insurance; Emergency Weather Support; Wellness Apps; Paid Parental Leave, Paid Time off inclusive of holidays and sick time; Commuter & Parking Accounts; Lunches in the Office; Internet and Phone Stipend; One time WFH Office Set-Up Stipend; 401(k) retirement plan; Financial Planning; Learning & Development Budget
*Note on Pay Transparency:
Lattice provides an estimate of the compensation for roles that may be hired as required by state regulations. Compensation may vary based on (a) location, as Lattice factors in specific location when benchmarking compensation for most roles; (b) individual candidate skills and qualifications; and (c) individual candidate experience.
Additionally, Lattice leverages current market data to determine compensation, so posted compensation figures are subject to change as new market data becomes available. The salary, other compensation, and benefits information is accurate as of the date of this posting. Lattice reserves the right to modify this information at any time, subject to applicable law.
#LI-REMOTE
About Lattice
Lattice is on a mission to build cultures where employees and their companies thrive. In an age where employees have more choices than ever before, businesses that put employees first are winning 🏅– and Lattice is building the tools to empower those people-centric companies.
Lattice is a people success platform that offers performance reviews, employee engagement surveys, real-time feedback, weekly check-ins, goal setting, and career planning in a way that allows companies to focus on employee development, growth, and engagement – yielding stronger employee retention, performance, and impact to the bottom line 📈. Since launching in 2016, we have grown to over 5,000+ customers globally, including brands like Loom, Robinhood, and Gusto.
Lattice is committed to equal treatment and opportunity in all aspects of recruitment, selection, and employment without regard to gender, race, religion, national origin, ethnicity, disability, gender identity/expression, sexual orientation, veteran or military status, or any other category protected under the law. Lattice is an equal opportunity employer; committed to a community of inclusion, and an environment free from discrimination, harassment, and retaliation.
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