Senior Product Marketing Customer Advocacy & Stories Lead

Senior Product Marketing Customer Advocacy & Stories Lead at SAP

At SAP, we believe in bringing out the best in you as you bring your best to us. As builders touching over 20 industries and 80% of global commerce, we rely on unique talents to shape what's next. This challenging yet impactful work offers a place where you can be yourself, prioritize wellbeing, and truly belong, while experiencing constant learning, skill growth, great benefits, and a supportive team.

About The Team

The CX Activation & Amplification team at SAP is responsible for transforming product marketing strategy into high-impact content and programs. These initiatives are crucial for fueling demand, accelerating pipeline, and strengthening the Customer Experience (CX) brand in the market. Within this team, customer stories and marketing references are vital proof points that bring our CX vision to life across all solutions and industries.

About The Role

As the Senior Product Marketing Customer Advocacy & Stories Lead, you will own the global strategy for CX customer advocacy and stories. This involves defining the vision, setting standards, and orchestrating a strategic portfolio of customer references. These references will power critical initiatives such as campaigns, events, analyst engagements, and executive storytelling. You will directly lead execution in the Americas and APAC regions, while providing strategic direction and mentorship for EMEA/MEE.

What You Will Do

• Own the global SAP CX Customer advocacy & story strategy and operating model.
• Define the CX-wide vision, charter, and 2–3-year roadmap for customer advocacy and stories, ensuring alignment with LoB growth priorities and marketing objectives.
• Establish a clear program framework and success metrics to guide regional execution and investment decisions.
• Lead the CX customer proof portfolio, shaping and managing a strategic portfolio of advocates and stories by solution, industry, segment, and region to support pipeline creation, deal acceleration, events, and analyst relations.
• Ensure quality and consistency of narratives globally, while enabling regional nuance and local proof points.
• Drive Americas and APAC & guide EMEA, MEE for prioritization and delivery of high-impact customer references and stories for key campaigns and go-to-market plays.
• Partner with and mentor the EMEA/MEE lead, aligning on priorities, standards, and coverage, and acting as the global decision-maker when trade-offs arise.
• Embed advocacy into events, campaigns, and communities, collaborating with leads to ensure advocates, speakers, and stories are integrated into tier-1/2 events, launches, and key initiatives.
• Design simple, scalable ways to convert event speakers, community participants, and other engaged customers into long-term marketing references and advocates.
• Align stakeholders and influence at a senior level, serving as the senior point of contact on customer advocacy and stories for CX leadership, sales, product marketing, AR/PR, partner marketing, and regional marketing.
• Lead a cross-functional steering forum to align on advocacy priorities, strategic accounts, and upcoming opportunities, and to surface risks or gaps that impact business goals.
• Demonstrate impact with clear metrics and insights, defining, tracking, and communicating the program’s contribution to the business, including portfolio coverage, reference usage in strategic motions, event to advocacy conversion, and influence on marketing performance.
• Provide concise, insight-rich updates to CX and marketing leadership, with clear recommendations on where to double down or pivot.

What You Bring

• 7–10 years of B2B enterprise software or SaaS marketing experience, with significant time in customer marketing, advocacy, references, or related roles.
• Proven success building or leading a multi-region or global customer advocacy/reference program with measurable business impact (market momentum, win-rate lift, program scale, stakeholder satisfaction).
• Deep understanding of the B2B SaaS customer lifecycle and the role of advocacy across awareness, consideration, decision, expansion, and renewals.
• Strong storytelling skills: ability to turn complex CX use cases into crisp, outcome-driven narratives tailored to executives, practitioners, analysts, and partners across multiple formats.
• Strategic mindset combined with a hands-on approach: comfortable setting vision and frameworks as well as engaging directly with customers when needed.
• Excellent stakeholder management and influencing skills, with experience operating in a matrixed global organization and working closely with sales leadership, product marketing, AR/PR, and regional marketing.
• Solid program and project management capabilities, with the ability to manage multiple priorities and build scalable, repeatable ways of working.

Why This Role Is Exciting

• Direct line of sight to growth: Your work will sit at the intersection of CX product strategy, marketing, GTM, and customer success, visible to executives, analysts, and customers worldwide.
• Opportunity to build: You will architect a global advocacy engine for SAP CX that outlasts individual campaigns and becomes a core pillar of how SAP CX goes to market.
• Inspiring customers: You will collaborate with some of the world’s leading brands and market innovators, telling the stories of how they reinvent customer experiences with our SAP CX solutions.

Key skills/competency

• Customer Advocacy
• Product Marketing
• B2B SaaS Experience
• Storytelling
• Stakeholder Management
• Program Management
• Global Strategy
• Customer Experience (CX)
• Content Strategy
• Market Momentum