Senior Customer Marketing Manager

Senior Manager, Customer Advocacy and Adoption

At BlackLine, we're redefining the future of finance operations through AI-powered innovation, automation, and connected customer experiences– helping organizations modernize finance and accounting with great intelligence, agility, and confidence. There has never been a more exciting time to join BlackLine. We are looking for a strategic and highly execution-oriented Senior Manager to own, operationalize, and manage our customer advocacy and adoption initiatives. Working closely with marketing leadership, this role is critical for designing the programmatic strategy and scaling the channels that identify our strongest advocates, drive deeper product adoption, and fuel our case study and 3rd-party review pipelines. By seamlessly integrating advocacy programs into go-to-market motions, you will directly impact BlackLine's market positioning, retention, and customer-led growth.

You'll Get To:

• Advocacy Program Strategy & Management: Own the programmatic strategy and execution of overarching customer advocacy initiatives. Design, operationalize, and scale programs that systematically identify, recruit, and activate BlackLine champions.
• Customer Adoption Strategy & Execution: Design and lead targeted customer adoption marketing programs, setting the strategy for driving deeper product utilization so customers maximize their platform investment and naturally progress into advocates.
• Partner cross-functionally to support customer adoption initiatives that increase engagement, accelerate value realization, and amplify customer proof across the business.
• 3rd Party Review Management & Alignment: Collaborate with leadership to shape the 3rd-party review strategy while managing ongoing vendor relationships (e.g., Gartner Peer Insights, TrustRadius, G2). Drive internal alignment with Go-To-Market, Analyst Relations, and Communications teams.
• Review Targeting & Quality Optimization: Implement a tiered review investment strategy based on our Ideal Customer Profile (ICP). Assess advocate readiness using product health, engagement, and commercial signals. Develop review prioritization tiers, a quality hierarchy, and a coverage matrix (persona, segment, vertical, region, module, recency) that prioritizes review quality and relevance over sheer quantity.
• Cross-Program Integration: Ensure 3rd-party review insights and advocacy assets are seamlessly fed into and leveraged across Demand Generation, ABM, Sales Enablement, Analyst Relations, Product Marketing, Product Management, Brand, and Renewals.
• Case Study & Evidence Pipeline: Manage the end-to-end customer story pipeline; partner cross-functionally to identify strategic advocates and oversee the production of high-value case studies, videos, and testimonials.
• Advocacy Technology & Operations: Administer and optimize advocacy, adoption, and enablement platforms (such as ReferenceEdge, Highspot, Champion, or similar tools) ensuring global Sales and Customer Success teams are consistently equipped with the latest customer proof.
• Activate and scale customer proof assets including case studies, testimonials, and advocacy content by embedding them across Sales, Marketing, Customer Success, campaigns, and events to drive credibility, adoption, and customer led growth.
• Lifecycle Nurture & Journey Mapping: Support automated lifecycle nurture programs by leveraging a deep understanding of the customer journey, identifying key milestones to continuously cultivate engagement, retention, and advocacy at scale.

What You'll Bring:

• Experience: 6+ years of experience in customer marketing, or customer advocacy within an enterprise B2B SaaS environment, with deep expertise building and scaling customer advocacy programs that drive engagement, credibility, adoption, and customer-led growth.
• Advocacy Expertise: Proven track record of designing and operationalizing complex advocacy initiatives. This includes managing end-to-end case study pipelines, executing targeted 3rd-party review campaigns across tier-one platforms to support industry reports and awards, and orchestrating comprehensive customer award programs. Adept at building multi-channel outreach templates, managing intake/nomination forms, and maintaining organized asset repositories.
• Strategic Execution: Strong ability to translate high-level department goals into actionable programmatic strategies, successfully scaling global advocacy programs, review campaigns, and customer recognition initiatives.
• Cross-Functional Collaboration: Experience partnering with Go-To-Market, Analyst Relations, Product Marketing, and Sales teams to ensure advocacy efforts are fully aligned with broader pipeline, demand generation, and revenue goals.
• Technology Proficiency: Hands-on experience managing and optimizing customer advocacy platforms, sales enablement tools, CRM, and marketing systems (e.g., ReferenceEdge, Highspot, Champion, Salesforce, survey/form builders, Wrike and design tools like Canva).
• Data-Driven Mindset: Ability to leverage commercial signals, product health data, and engagement metrics to build targeted coverage matrices and prioritize advocate outreach.
• Lifecycle & Adoption Expertise: Deep understanding of customer journey mapping, lifecycle nurture programs, and adoption marketing strategies that actively drive product utilization and account growth.
• Customer Relationship Building: Demonstrated ability to actively build, nurture, and maintain direct, high-value relationships with enterprise customers, key champions, and executive sponsors.

Thrive at BlackLine Because You Are Joining:

• A technology-based company with a sense of adventure and a vision for the future. Every door at BlackLine is open. Just bring your brains, your problem-solving skills, and be part of a winning team at the world's most trusted name in Finance Automation!
• A culture that is kind, open, and accepting. It's a place where people can embrace what makes them unique, and the mix of cultural backgrounds and varying interests cultivates diverse thought and perspectives.
• A culture where BlackLiner's continued growth and learning is empowered. BlackLine offers a wide variety of professional development seminars and inclusive affinity groups to celebrate and support our diversity.

BlackLine is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, race, ethnicity, age, religious creed, national origin, physical or mental disability, ancestry, color, marital status, sexual orientation, military or veteran status, status as a victim of domestic violence, sexual assault or stalking, medical condition, genetic information, or any other protected class or category recognized by applicable equal employment opportunity or other similar laws.

BlackLine recognizes that the ways we work and the workplace itself has shifted. We innovate in a workplace that optimizes a combination of virtual and in-person interactions to maximize collaboration and nurture our culture. Candidates who live within a reasonable commute to one of our offices will work in the office at least 3 days a week.

Salary Range:

$164,000.00-$205,000.00

Pay Transparency Statement:

Placement within this range depends upon several factors, including the applicant's prior relevant job experience, skill set, and geographic location.

In addition to base pay, BlackLine also offers short-term and long-term incentive programs, based on eligibility, along with a robust offering of benefit and wellness plans.

We are committed to pay transparency and ensuring candidates have clear information about compensation expectations. For roles that include variable incentive components such as an Incentive Compensation Plan (ICP) or On-Target Earnings (OTE), the compensation structure may follow a split model – for example, a 50/50, 70/30, or 60/40 ratio between base salary and variable incentive.

BlackLine is committed to creating an inclusive and accessible experience for all candidates. If you require a reasonable accommodation that would better enable your success during the application or interview process, please complete this form.

Accommodations:

BlackLine is committed to creating an inclusive and accessible experience for all candidates. If you require a reasonable accommodation that would better enable your success during the application or interview process, please complete this form.