Customer Advocacy Manager

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 We aim to keep the process thoughtful, rigorous, and efficient. Most candidates complete it within three weeks. You can expect:

• Initial conversation with a recruiter.
• Hiring manager interview.
• Conversations with members of the team.
• Final conversation with our leadership team.