Senior Customer Advocacy Manager

LastPass is looking for a Senior Manager, Customer Advocacy

We seek an experienced senior marketing leader to lead our global customer advocacy program. This role involves building strong relationships with customers and partners, empowering them to share success stories across various platforms, and serving as a liaison to gather feedback and product ideas for actionable insights. Additionally, the leader will oversee a Customer Reference function that collaborates across departments to facilitate third-party validation essential for pipeline generation, competitive differentiation, new revenue, and customer retention.

If you are passionate about complex problem solving and motivated by scale, then this is the role for you!

Who will you work with?

The Senior Manager, Customer Advocacy will collaborate closely with Product Marketing Management (PMM) and Product Management (PM) to support product strategy and Go-To-Market (GTM) initiatives, ensuring alignment between internal teams and customers. This role will also engage with Sales, Partner, and Customer Marketing teams to build meaningful relationships, drive engagement, and enhance customer satisfaction. Additionally, the manager will work with Brand Marketing and Demand Generation to effectively share customer stories across various platforms, amplifying the voices of satisfied customers and strengthening our brand reputation.

What are some of the exciting challenges you will be working on?

• Analyze buyer, sales, competitive, customer satisfaction, NPS, and pipeline data to refine the customer advocacy program strategy, establishing clear and measurable KPIs aligned with operational and strategic goals.
• Forge and nurture relationships with customer spokespeople and partners, ensuring mutual benefit and positive experiences.
• Establish a comprehensive process for generating customer content, including interviews and impactful written and video success stories.
• Maintain a diverse library of customer narratives in various formats and develop a strategy for regularly capturing new logos and testimonials for the website and collateral materials.
• Ensure sales and partner teams receive regular training and access to customer success stories, equipping them to effectively utilize these resources throughout the sales cycle.
• Oversee the management of our Customer Reference Program on platforms like G2 Crowd and Gartner Peer Insights, defining strategies and KPIs for various channels.
• Actively shape the Net Promoter Score (NPS) program to accurately capture customer sentiments, facilitating a comprehensive understanding of their experiences and satisfaction levels, and use NPS results to inform broader advocacy initiatives.
• Collaborate with the global marketing team on promotional activities, including interviews, videos, and campaigns featuring customer success stories.
• Foster the growth and maintenance of an active customer reference pipeline and program in partnership with marketing and sales leadership.

What does it take to work at LastPass?

• Experience in customer advocacy, customer reference, or customer-facing marketing roles within the cybersecurity, privacy, B2B SaaS, or IT industries.
• Exceptional leadership capabilities, skilled at navigating structured processes and ambiguous situations while embodying poise, collaboration, respect, and a strong drive for success.
• Excellent project and program management skills, with a keen eye for detail and the ability to thrive both independently and within team settings.
• Proven track record of effectively collaborating with customers, internal executives, sales, product management, and marketing teams to cultivate strong relationships and achieve desired outcomes.
• Demonstrated success in engaging large brand customers in advocacy initiatives, including navigating internal requirements for communications and legal approval.
• Results-oriented mindset, proficient in measuring and reporting marketing KPIs.
• Ability to present and train sales teams and partners on effectively utilizing customer stories to enhance sales efforts and drive business growth.
• Service-oriented mentality focused on meeting or exceeding the needs of stakeholders.

It's great, but not required:

• Experience working with Managed Service Providers (MSPs), resellers, and/or distributors, with an understanding of their unique challenges.

In addition to collaborating with the Marketing Analytics team, you will work daily with the Web Strategy, SEO, and Web Engineering teams to understand their roadmaps and establish optimal tracking, measurement, and dashboarding to report on these initiatives.

 What are some of the exciting challenges you will be working on?

• Use web analytics (both visualization and raw data) to perform quantitative analysis with the goal of providing actionable insights and recommendations to Marketing and Engineering stakeholders.
• Identify web-related KPIs that align with organizational and functional targets and objectives.
• Maintain baselines and target guides for specific web actions such as sessions, traffic, users, prospects, conversions, load time, bounce rates, etc.
• Visualize web data using GA4, Looker, and PowerBI (sitting on raw data in the data lake) to extract key insights not available through summarized, high-level data.
• Collaborate with Web Strategy, Engineering, and Digital Acquisition teams to ensure the quality and consistency of data.
• Identify opportunities to integrate data collection across online and offline channels by leveraging persistent IDs/keys in web data for 1:1 linkage.
• Synthesize insights in collaboration with other teams to enhance user experience and optimize the website

What does it take to work at LastPass?

• Experience with Google Analytics (GA360 and GA4), including configuring custom events, conversions, and audiences within GA4, and setting up dashboards for use across multiple teams.
• Experience in monitoring data flow through GA4 and collaborating with Web Engineering teams to optimize and improve performance.
• Experience implementing and managing Google Tag Manager, with preference for experience in server-side GTM.
• Experience with A/B testing, including road-mapping, building requirements, setting statistical parameters for audience size and test duration, and conducting post-test analysis.
• Basic knowledge of web development and data querying: HTML/CSS, JavaScript, SQL.
• Experience with visualization tools such as Looker, PowerBI, Tableau, etc.
• Familiarity with Web Teams, Scrum Teams, and Agile methodologies.

It's great, but not required:

• Experience working with BigQuery, Databricks, or other big data environments.
• Familiarity with Amplitude or Segment for app measurement and analytics.

Our compensation reflects the cost of labor across several US geographic markets. The typical base pay range for this role across the U.S. is USD $141,000 in the lowest geographic market and up to $165,000 per year in our highest geographic market. Pay is based on several factors including market location and may vary depending on job-related knowledge, skills, and experience.