Director, Customer Advocacy

Why You’ll Love This Role

Cribl is seeking a Director, Customer Advocacy to lead and scale our customer advocacy strategy, with a strong focus on strengthening relationships with strategic accounts and users. Key initiatives include rolling out a reference management tool, expanding Customer Advisory Board (CAB) and Technical Advisory Council (TAC) programs to deepen customer trust, and driving customer storytelling across products, geographies, and industries. This role will manage one direct report and collaborate cross-functionally to convert customer success into measurable pipeline, retention, and thought-leadership outcomes.

As An Active Member Of Our Team, You Will…

• CAB/TAC Program Development
  • Build, scale, and operationalize CAB and TAC programs, prioritizing engagement with Must Win and high Total Addressable Market (TAM) accounts.
  • Design and execute strategies to increase advocacy coverage in these accounts, aligning with expansion and retention goals.
  • Facilitate executive, technical, and champion engagement to foster deeper relationships and actionable feedback loops.
  • Ensure CAB/ TAC outputs inform the product roadmap and GTM.
  • Identify, groom, and enable customer advocates to brief industry analysts and journalists, and to contribute thought-leadership content across third-party events and platforms — increasing Cribl’s external credibility, market visibility, and AI/LLM discoverability of customer-driven narratives.
• Reference Management Tool Rollout
  • Set adoption KPIs and embed references into sales motions.
  • Lead the implementation and adoption of a scalable reference management tool to centralize, track, and activate customer proof assets. 
  • Ensure the tool supports self-service access for sales, marketing, and customer success teams, and is integrated across demand, enablement, and brand workflows.
  • Drive continuous improvement of reference coverage, ensuring assets represent a diverse range of products, use cases, geographies, and industries.
• Customer Storytelling & Advocacy Asset Creation
  • Build marquee brand videos showcasing the Art of the Possible with customers
  • Identify and fill gaps in customer storytelling to ensure broad representation across Cribl’s product portfolio, global regions, and key industries.
  • Oversee the creation and syndication of customer-led content, including case studies, testimonials, and practitioner stories, to inspire trust and accelerate deals.
  • Collaborate with enablement, marketing, product, and community teams to seed customer voices in campaigns, events, and industry forums.
• MVP, Community and CriblCon Champion
  • Own and scale Cribl’s MVP program (GoatChainz) — managing recruitment, evaluation, enablement, and annual recognition of top community champions who drive thought leadership and product influence.
  • Lead the CriblCon CFP process end-to-end, from submission pipeline and selection committee leadership to speaker coaching, content refinement, and agenda curation.
  • Develop and operationalize Cribl’s customer and community recognition programs, including awards, thank-you initiatives, and tiered appreciation systems that celebrate high-impact contributor
• Program Measurement & Optimization
  • Define and track metrics for advocacy influence, reference coverage, and program impact on pipeline, ARR, and NDR.
  • Use data-driven insights to iterate on programs and demonstrate measurable business outcomes.
• People Management
  • Directly manage and develop one employee, providing coaching, feedback, and growth opportunities.
  • Influence cross-functionally cascading customer evidence across all that we do as the primary champion of our “Customers first, always” value.
  • Foster a culture of collaboration, innovation, and customer-centricity within the team.
• Success Metrics
  • Increased reference coverage and asset utilization across products, geos, and industries.
  • Scaled CAB/TAC engagement, with advocacy coverage in 80%+ of Must Win accounts.
  • Growth in customer-led content and advocacy assets.
  • Measurable impact on expansion, retention, and market influence.
  • We are a remote-first company and work happens across many time-zones – you may be required to occasionally perform duties outside your standard working hours.

If You’ve Got It - We Want It

• 8–12+ years of experience in customer advocacy, customer marketing, community programs, or product marketing within a B2B IT/ Security SaaS or technology environment.
• Proven success building or scaling advocacy programs such as customer reference engines, CAB/TAC programs, user groups, or MVP-style practitioner communities.
• Hands-on experience implementing and driving adoption of customer advocacy or reference management tools (e.g., Influitive, RO Innovation, Point of Reference, or similar).
• Demonstrated ability to develop compelling customer stories across multiple formats (case studies, videos, conference talks, third-party content).
• Experience recruiting, coaching, and enabling customer speakers for analyst briefings, press engagements, industry events, and technical conferences.
• Strong event or program management skills with experience running call-for-papers processes, speaker selection, and content coaching for conferences or large-scale community events.
• Track record of designing and operating recognition programs (awards, MVP programs, tiered contribution systems) that motivate practitioners and reward contribution.
• Data-driven mindset with experience defining program KPIs, measuring advocacy-driven influence on pipeline/ARR/NDR, and optimizing programs accordingly.
• Highly cross-functional collaborator able to influence Sales, Product, Marketing, Customer Success, and Executive teams at all levels.
• Exceptional storytelling and communication skills, especially the ability to translate practitioner outcomes into high-impact narratives aligned to GTM priorities.
• Experience managing direct reports, including developing talent, coaching performance, and fostering a high-impact, customer-centric culture.
• Deep affinity for IT and security practitioners, with an understanding of how they evaluate tools, make decisions, and engage with peer communities.

Salary Range ($146,500 - $215,500)

The salary for this role is dependent on geographic location. The salary offered within the range described will be based on the individual candidate’s job-related knowledge, skills, and experience.  In addition to a competitive salary, Cribl also offers a generous benefits package which includes health, dental, vision, short-term disability, and life insurance, paid holidays and paid time off, a fertility treatment benefit, 401(k), equity, and eligibility for a discretionary company-wide bonus.

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