Senior Customer Marketing Manager

Panopto; Pittsburgh (Allegheny County); Remote; USD 90,000 - 130,000; Full time

Job summary

Panopto seeks a Senior Customer Marketing Manager to establish and grow our customer marketing function in a remote-first environment. You’ll partner with Product Marketing, Customer Success, Sales, and Marketing Operations to build repeatable programs, measure impact, and drive retention and expansion through compelling storytelling and customer references.

You’ll lead a cross‑functional team and set priorities, creating scalable processes, dashboards, and KPIs to demonstrate value and guide

Qualifications

• 5+ years of B2B SaaS marketing, including 3+ years in customer marketing, advocacy, or lifecycle marketing.

Responsibilities

• Define and scale Panopto's customer marketing program and reference processes.
• Own customer storytelling, case studies, testimonials, and quotes.
• Partner with Product Marketing, Sales, and Customer Success to align stories with GTM priorities.
• Develop customer lifecycle and expansion campaigns with cross‑functional teams.
• Manage customer communications calendar and advocacy platforms.

Skills

Customer marketing

Advocacy

Lifecycle marketing

B2B SaaS marketing

Storytelling/writing

Tools

HubSpot

Salesforce

Job description

Company Overview

At Panopto, we are the most customer-centric learning technology company in the world. As the leader in visual and audio-based learning, we empower organizations to share knowledge effortlessly in a capture and post-capture world. We don’t just build software; we obsess over our users’ goals to deliver solutions that truly matter. Our mission is simple: to attract the brightest talent, people like you, to Elevate the Craft and do the most impactful work of your career.

Position Summary

In this role, you will have the opportunity to do meaningful work in your career, elevating your craft while contributing to a team that values lifelong learning.

Panopto is seeking an experienced, strategic, and hands‑on Senior Customer Marketing Manager to establish and grow our customer marketing function. As the foundational hire in this area, you will assess existing activities, define priorities, and build repeatable programs that turn customer success into compelling proof, strengthen engagement, and support retention and expansion opportunities.

Working closely with Product Marketing, Customer Success, Account Management, Sales, and cross‑functional marketing partners, you will balance strategy and hands‑on execution, establishing the relationships, processes, and measurement practices needed to scale customer marketing over time.

You’ll also have opportunities to contribute to other initiatives that directly advance our core values and support you in elevating your craft.

How You’ll Contribute

In this role, you will have the opportunity to…

• Customer marketing strategy and program development: Establish the foundation of Panopto’s customer marketing function by evaluating current activities, defining priorities, creating scalable processes, and setting program goals and measurement practices.
• Customer storytelling and advocacy: Own the customer storytelling program, identifying and cultivating advocates across key industries, use cases, and segments. Source and draft case studies, testimonials, customer quotes, video stories, and quantified outcome narratives that serve marketing and sales needs.
• Strategic customer proof: Partner with Product Marketing, Sales, and Customer Success to identify evidence gaps and prioritize stories aligned with go‑to‑market priorities, product launches, and competitive differentiation.
• Customer reference program: Build and maintain a scalable customer reference program and process to match customer advocates with relevant sales opportunities. Establish permissions, approvals, and reference‑use guidelines.
• Customer lifecycle and expansion programs: In partnership with Product Marketing, Account Management, and Demand Gen teams, assess opportunities and develop targeted engagement, adoption, and expansion campaigns, prioritizing efforts based on business needs and available customer data.
• Customer communications: Own the customer marketing communications calendar, including newsletters, advocacy invitations, customer‑only events, and campaign communications. Partner with Product Marketing on the positioning and messaging for product‑related communications to the customer base.
• Review and advocacy platforms: Manage relevant third‑party review and customer advocacy initiatives, including platforms such as G2, based on business priorities and measurable value.
• Customer insights and measurement: Use customer feedback, NPS/CSAT trends, engagement data, and input from Customer Success to inform priorities, identify advocates, and track progress.
• Systems and operational collaboration: Partner with Marketing Operations and RevOps to evaluate and improve the processes, data, and systems that enable customer marketing, including marketing automation, segmentation, and reference management.

What Success Looks Like

• Within 45 Days: Assess current customer marketing activities, stakeholder needs, customer proof and reference processes, and operational capabilities; establish initial benchmarks and a prioritized roadmap; deliver high‑value early wins.
• Within 3 Months: Launch repeatable advocacy and customer storytelling programs, pilot targeted engagement initiatives with cross‑functional partners, and establish practical reporting and operating processes.
• Within 6 Months: Demonstrate measurable contributions from customer advocacy and engagement initiatives, establish a sustainable customer marketing operating model, and use results to recommend the next stage of program growth.

Values in Action

• Customer First, Always: You proactively surface friction points in the customer experience before they are escalated — and propose solutions, not just reports.
• Thrive Together: You share work‑in‑progress for early feedback, knowing that challenge improves the outcome. You separate critiques of ideas from critiques of people.
• Elevate the Craft: You hold the bar high on your own work and invest in developing those around you. You treat every project as an opportunity to learn something new.
• Act with Ownership: You define success by outcomes, not activity. You flag problems early and bring a proposed path forward, not just the problem.
• Clarity Over Complexity: You default to the simpler solution. Your written communication — internal or external — is direct, specific, and free of filler.

How We Thrive

You will join a team that values clarity, ownership, and continuous improvement. We balance strategic thinking with hands‑on execution and work collaboratively to achieve measurable business outcomes. We value different perspectives, thoughtful feedback, and a shared commitment to customer success.

The Foundation for Success

• Experience: 5+ years of B2B SaaS marketing, including 3+ years in customer marketing, advocacy, or lifecycle marketing; demonstrated ownership of customer‑facing programs.
• Storytelling: Exceptional writing and interviewing skills, with examples of customer stories that translate technical or business outcomes into persuasive, evidence‑based narratives.
• Program development: Demonstrated experience establishing or scaling customer marketing programs, defining strategy and operating processes, aligning stakeholders, and delivering results with limited existing infrastructure.
• Cross‑functional partnership: Ability to collaborate effectively with Customer Success, Account Management, Sales, Product Marketing, and Marketing Operations.
• Measurement and execution: Strong project management skills and experience defining meaningful KPIs, evaluating campaign performance, and communicating business contributions.

What Sets You Apart

• Growth and expansion marketing: Experience supporting customer adoption, cross‑sell or upsell campaigns in mid‑market or enterprise SaaS.
• Marketing technology: Familiarity with HubSpot, Salesforce, customer segmentation, or marketing automation systems; ability to collaborate effectively with platform owners and operations specialists.
• Multimedia storytelling: Experience producing or directing customer testimonial assets and turning one story into multiple useful formats.
• Market familiarity: Experience working with higher education, enterprise learning, training, or video technology audiences.

Join Us

At Panopto, you will help bring customer experiences to life and make the impact of video and knowledge sharing visible to organizations around the world. If you enjoy collaborating with customers, telling meaningful stories, and building marketing programs that scale, we would love to hear from you.

Beyond the Requirements

At this point, we hope you’re feeling excited about the job description you’re reading. Even if you don't feel that you meet every single requirement, we still encourage you to apply. We're eager to meet people that believe in our mission and can contribute to our team in a variety of ways - not just candidates who check all the boxes. We want people to feel comfortable expressing their true selves and to come, stay, and do their best work here.

Recruiting Tips

From crafting an impressive resume to presenting your best self during our interviews, we’re dedicated to ensuring you feel well‑prepared and self‑assured as you embark on opportunities at Panopto. Discover some valuable Recruiting Tips from our team.

The standard interview process at Panopto involves several steps, outlined below, to ensure we approach the process thoughtfully and consistently:

Application Review > Recruiter Call > Video Interview & Assessment > Hiring Manager Call > Interview Loop > Debrief > Offer

Our people and culture

Panopto’s mission is to be the leader in visual and audio‑based learning in a capture and post‑capture world. Our user base is as diverse as the world’s universities and businesses. Panopto’s commitment to fostering a fair, equitable, and inclusive culture empowers each member of our team to express their authentic selves, contribute their distinct perspectives and make a meaningful impact both individually and collectively. This inclusive environment not only encourages creativity and the free exchange of ideas but also harnesses the power of varied viewpoints. As a result, we are better equipped to tackle our most intricate challenges, leveraging the wealth of different experiences and backgrounds within our team. This collaborative spirit empowers us to challenge ideas (not people) recognizing that our shared success relies on collective wisdom. It drives us to continuously improve and innovate, ultimately elevating the quality of our products and services. It’s what sets Panopto apart as a unique and rewarding place to work.

Our purpose

We believe that video can have a transformative effect on learning. So we built a video knowledge management platform that helps businesses and universities improve the way that they train, teach, and share knowledge. Since 2007, we have been a pioneer in video capture software, video management, and inside‑video‑search technology. Panopto has been adopted by more than 1,600 companies and universities worldwide with over 11 million end users. Today, Panopto’s knowledge management platform is the largest repository of expert learning videos in the world. A proud remote‑first company, Panopto is headquartered in Pittsburgh, with offices in London, Hong Kong, Singapore, and Sydney, and has received industry recognition for its innovation, rapid growth, and company culture.

Panopto is an Equal Opportunity Employer.

We value and encourage diversity and solicit applications from all qualified individuals which will receive consideration for employment without regard to race, color, religion, sex, marital status, sexual orientation, gender identity or expression, national origin, age, disability or protected veteran status, or any other legally protected criteria, in accordance with applicable law. Panopto is committed to providing reasonable accommodation to applicants with disabilities. If you require accommodation for interviewing or otherwise participating in the employee selection process, please provide more detail on how we can further support you by reaching out to the Employee Experience department.

Remote, US

Candidates looking for flexible or remote‑friendly positions are encouraged to apply. Panopto is proud to be a remote‑first company. Employees in this position are eligible to work remotely.

Remote, International

Candidates looking for flexible or remote‑friendly positions are encouraged to apply. Panopto is proud to be a remote‑first company. Employees in this position are eligible to work remotely. Still, they may make regular trips to the local international office from time to time, where applicable.

Panopto is dedicated to a fair and equitable hiring process for all candidates.