Responsibilities

• Own the end-to-end strategy and operations of HubSpot’s Customer Reference Program, including advocate recruitment, onboarding, matching, engagement, and program governance.
• Partner closely with Sales, Customer Success, Product Marketing, and GTM Enablement to integrate customer references earlier and more effectively throughout the buyer journey.
• Build and maintain a diverse advocate community that reflects HubSpot’s evolving products, customer segments, industries, and strategic priorities.
• Develop and implement AI-powered workflows that improve reference matching, advocate engagement, and overall program efficiency.
• Provide strategic leadership for day-to-day operations while partnering with the Customer Reference Operations Specialist to execute program activities at scale.
• Design and deliver exceptional advocate experiences that strengthen long-term customer engagement and encourage ongoing participation.
• Develop playbooks, documentation, and enablement resources that help revenue teams confidently identify, request, and use customer references.
• Measure and optimize program performance using KPIs such as reference fulfillment speed, advocate engagement, sales adoption, pipeline influence, and deal acceleration.
• Identify opportunities to improve program processes, automation, reporting, and customer experiences through continuous experimentation and data-driven decision-making.
• Serve as the primary subject matter expert for the Customer Reference Program across HubSpot’s go-to-market organization.

Requirements

• Proven experience owning and scaling a B2B customer reference, customer advocacy, or customer marketing program.
• Experience supporting enterprise or upmarket sales motions and understanding the needs of complex, late-stage buying cycles.
• Demonstrated experience applying AI tools and automation to improve business workflows, customer engagement, or operational efficiency.
• Experience working within B2B SaaS or technology organizations.
• Experience with CRM platforms, marketing automation tools, or sales engagement technologies.
• Strong cross-functional leadership skills with the ability to influence without formal authority.
• Excellent analytical skills with experience using program metrics to drive strategic recommendations and continuous improvement.
• Exceptional written and verbal communication skills, including creating enablement resources and documentation that drive adoption.
• Ability to balance strategic thinking with hands-on execution in a fast-paced environment.

Preferred

• Experience supporting global go-to-market organizations.
• Familiarity with customer lifecycle marketing, customer communities, or executive advocacy programs.
• Experience measuring customer advocacy influence across the sales funnel.
• Experience measuring pipeline influence, revenue attribution, or sales enablement effectiveness.