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Sr. Director Customer Advocacy Marketing

San Francisco, United States


Working at Anaplan

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Sr. Director Customer Advocacy Marketing

San Francisco | United States

Director Customer Advocacy Marketing 

Anaplan is seeking a results-oriented Director of Customer Advocacy Marketing to build a best-in-class advocacy program and shape our long-term approach to building customer advocacy.

We are looking for someone with a strong track record of identifying the right combination of strategies, tactics, triggers and channels across different phases of the customer journey, and of driving growth and retention in a B2B SaaS marketing environment.

At its simplest, the successful candidate will be responsible for the global creation and communication of all Anaplan customer success stories, ensuring a full pipeline of internal and external references that align to our brand and message priorities. You will work with internal teams to define and manage a streamlined process for building that pipeline, and will be responsible for maintaining a rich internal and external asset library that reflects the caliber of brands we work with worldwide.

Our ideal hire is passionate about the power of customer advocacy and is at the forefront leveraging the latest technologies to scale and manage customer advocacy across multiple channels. You will be working with leading global brands and amplifying the voice of the customers  as you develop compelling success stories and references from around the world.

What You Will Be Doing:

  • Define a customer advocacy strategy, identifying activities to engender advocacy at each phase along the customer journey
  • Develop and execute on all areas of the customer advocacy strategy and plans, building and running a world class reference program that Anaplan relies on to sell and market worldwide
  • Bring to life inspirational customer stories via a variety of content types and media, showcasing the value of Anaplan and how we help our customers be more successful and translating the voice of the customer into sales and marketing tools for public or private references
  • Identify opportunities and gaps in our customer reference database to build a full suite of materials that support our core brand objectives
  • Educate key internal team (e.g. sales, sales management and demand gen) about the availability and strategic deployment of customer advocacy assets and interactions
  • Work with internal teams and customer advocates to create and lead client advisory boards (at User and Executive levels). Envision, drive and foster the global Anaplan customer community
  • Develop a successful measurement and reporting process to demonstrate the value and impact of customer advocacy (e.g., inclusive of customer referrals, net promoter score, volume of positive social brand mentions, etc.)
  • Manage the customer experience and event marketing at premier events
  • Manage annual/biannual/quarterly customer satisfaction surveys to drive change throughout the organization
  • Evangelize the value of customer advocacy internally; this includes articulating advocacy contributions to executive-level audiences and creating programs to encourage nominations of new advocates
  • Formulate and communicate the requirements to develop, clean and manage the customer database
  • Implement tools/platforms for reference/customer management and community; i.e. Influitive, Gainsight, Lithium, RO Innovation
  • Partner with the other marketing areas to create and streamline customer marketing processes and deliverables to ensure programs can scale
  • Lead, mentor and develop Customer Marketing Team
  • Optimize and manage budget. Track and analyze programs/campaigns for ROI.

More about you:

  • Bachelor’s Degree required. MBA preferred
  • 10+ years marketing experience with at least 5 years in a senior level customer marketing/advocacy or customer success role inside a B2B SaaS technology company, during which time you've demonstrated an ability to carefully and successfully create customer references involving globally recognized brands.
  • Demonstrable experience building a customer reference program that maximizes reference opportunities - from new win announcements in the media, to deep dive case studies and internal sales collateral
  • Technical knowledge of the latest digital marketing tools and channels, including CRM / Marketing Automation platforms (Salesforce, RO Innovation, Influitive, Gainsight, Lithium)
  • Deep understanding of B2B SaaS marketing strategies and techniques
  • Innovative thinker capable of operating both in a strategic capacity and a hands-on/execution capacity
  • Ability to effectively manage and inspire direct and indirect reports to accomplish long and short-term goals. Proven ability to manage teams and develop talent within the organization.
  • Strength in working with cross-functional teams including executive management, product management, customer success, operations, sales and marketing
  • Experience supporting large sales and customer success organizations in a growth environment is preferred
  • You need an eye for detail. Two of the mandates in our marketing team is 'Ask Why' and 'How can we do it better?' As the person spearheading one of our most valuable forms of communication, we need you to be experienced at creating assets that are world class.

Reporting to Director of Partner and Customer Marketing based in our San Francisco office.

Do you align with Anaplan’s Values?

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About Anaplan

At Anaplan, we’re relentlessly passionate about improving the way companies and people do business by empowering them with the technology, insights, and confidence they need to make better-informed plans and decisions.

With 16 offices worldwide, we’re building products used by over 600 clients that include some of the world’s largest brands and fast-growing companies in every industry, and we’re just getting started.

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