Customer Advocacy Lead — Reference & Growth

Thatch; Austin (TX); On-site; USD 130,000 - 170,000; Full time

Job summary

Thatch, a fully distributed early-stage company, is building a customer advocacy function from the ground up. You will own end-to-end programs, including a formal sales reference process and a customer advocacy motion to turn customers into public voices for Thatch—case studies, speaking opportunities, and a community of HR leaders.

This builder's role requires initiative and cross-functional collaboration with Sales, Customer Success, and Marketing to define processes, measure impact, and scale

Qualifications

• 8+ years in customer marketing, advocacy, community, or a related function.
• Experience building a customer reference or advocacy program from the ground up.
• Track record 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.

Responsibilities

• Build and run a sales reference program that connects customers with prospects, supports pipeline, and protects top advocates.
• Develop a bench of customer advocates and create experiences that make participation valuable.
• Create opportunities for customers to advocate via conferences, webinars, podcasts, events, roundtables, and peer conversations.
• Build systems to manage advocates, requests, availability, and outcomes, using AI/automation for scalable operations.
• Measure the program's impact across reference usage, content, pipeline influence, and win rates.

Skills

Customer marketing

Advocacy program development

Cross-functional collaboration

Senior IC experience

Job description

Thatch, a fully distributed early-stage company, is building a customer advocacy function from the ground up. You will own end-to-end programs, including a formal sales reference process and a customer advocacy motion to turn customers into public voices for Thatch—case studies, speaking opportunities, and a community of HR leaders.

This builder's role requires initiative and cross-functional collaboration with Sales, Customer Success, and Marketing to define processes, measure impact, and scale