Customer Advocacy Manager

Customer Advocacy Manager at Thatch

About the role

Thatch is building our customer advocacy function from the ground up — which means there's no playbook to inherit and no ceiling on what it becomes. We're building it as its own function from zero, at the exact moment you’ll make a sizable impact on the company's growth.

You'll own the program end to end: a formal sales reference process that connects the right customer to the right prospect at the right time, and a customer advocacy motion that turns our strongest customers into public voices for Thatch — case studies, speaking opportunities, and a community of HR leaders who chose to do things differently.

This is a builder's role. The program, the mechanics to make advocacy scalable, and the community are yours to define. You’ll work closely with Sales, Customer Success, and Marketing.

What you'll do

• Build and run a sales reference program that connects the right customers with the right prospects, supports pipeline and win rates, and avoids overusing your strongest advocates.

• Develop a strong bench of customer advocates and create an experience that makes participation valuable for them.

• Create opportunities for customers to advocate through conferences, webinars, podcasts, events, roundtables, and peer conversations.

• Build the systems and processes to manage advocates, requests, availability, and outcomes, using AI and automation to operate efficiently at scale.

• Measure the program’s impact across reference usage, content, pipeline influence, and win rates.

• What we're looking for

• 8+ years of experience in customer marketing, advocacy, community, or a related function.

• Experience building a customer reference or advocacy program from the ground up.

• A track record of turning customer relationships into measurable business outcomes.

• Strong partnership with Sales and Customer Success, including the judgment to push back when an ask isn’t right for the customer.

• Comfort operating as a senior, hands-on IC in a fast-moving environment

• Experience that stands out

• Experience in fintech, HR tech, benefits, healthcare, or another trust-driven B2B category.

• Existing relationships with industry analysts, media, conference organizers, or other relevant external communities.

• What to expect

• Initial conversation with a recruiter.

• Hiring manager interview.

• Conversations with members of the team.

• Final conversation with our leadership team.