Senior Customer Marketing Manager

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

• 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.

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.