Customer Marketing Manager

About Veryon

Veryon is a leading software and technology company that exists to enable aviation teams around the world to improve efficiency and safety. Our products maximize uptime for aircraft maintenance teams through customer driven innovation and world class customer service.

Veryon has more than 7,500 customers in 137 countries, serving general and business aviation, military and defense, commercial aviation, and OEM industries. Our core values drive how we operate, collaborate, and deliver results.

About the Role

The Customer Marketing Manager — Advocacy, Advisory & Expansion sits within Demand Generation and owns the full customer marketing motion, turning satisfied customers into vocal advocates while using customer advocacy and engagement to create up-sell and cross-sell pipeline.

Veryon’s customers include maintenance and flight operations teams responsible for keeping aircraft airworthy, including Directors of Maintenance, Chief Inspectors, Maintenance Controllers, and Flight Department leaders. This role will build strong relationships with these technical customer audiences and translate their experiences into compelling customer stories, advocacy programs, and growth opportunities.

The Customer Marketing Manager will own the Customer Advisory Board, customer storytelling and advocacy programs, lifecycle campaigns supporting account expansion, and customer engagement at industry events. This role will have a program budget, dedicated content team support, and direct access to customers and executives.

The role serves as the primary bridge between Customer Success, Sales, Product Marketing, and Demand Generation, ensuring Veryon’s installed customer base is leveraged as both a growth engine and a reference engine.

Job Duties

Customer Storytelling & Advocacy

• Interview customers, including Directors of Maintenance, Chief Inspectors, and Flight Department leaders, and turn customer experiences into case studies, video stories, testimonials, and sales proof points.
• Write customer narratives and develop detailed content briefs that enable the content team to effectively execute customer marketing assets.
• Build and scale a customer advocacy program encompassing reference programs, review site campaigns, case studies, testimonials, video stories, and customer speaking opportunities.
• Drive customer participation in third-party review platforms such as G2 to support win rates and SEO.
• Partner with Product Marketing and Sales to build a searchable customer reference library mapped to persona, industry, and use case.
• Measure and report on advocacy program health, including active advocates, references delivered, review volume and velocity, and customer story pipeline.

Customer Advisory Board

• Own and evolve the existing Customer Advisory Board (CAB) into a structured program with a clear charter, cadence, roster strategy, and measurable outcomes.
• Recruit and retain appropriate CAB members while balancing representation across products, customer segments, and account sizes.
• Design and facilitate executive-level CAB sessions and ensure appropriate follow-up after each session.
• Capture and communicate CAB insights to Product, Product Marketing, and Demand Generation teams.
• Ensure CAB feedback results in measurable improvements to product roadmap, messaging, and customer strategy.

Expansion Marketing

• Design and execute always-on and campaign-based programs designed to generate expansion pipeline across the existing customer base.
• Segment the installed customer base by product, customer segment, and lifecycle stage to identify and prioritize expansion opportunities.
• Build and manage lifecycle nurture campaigns in HubSpot, including segmentation, workflows, copy, and quality assurance.
• Align lifecycle campaigns with product adoption milestones and renewal timing.
• Partner with Customer Success and Sales to align marketing-driven expansion programs with CS goals and active opportunities.
• Own messaging and campaigns supporting new product and feature launches for existing customers.
• Track and report expansion pipeline and revenue sourced or influenced by customer marketing in partnership with Finance.

Customer Presence at Industry Events

• Own the customer marketing strategy for trade shows and industry events.
• Develop customer-focused programming such as customer dinners, testimonial videos, roundtables, podcasts, and customer sessions.
• Define the objective and desired outcome for each customer engagement at an event.
• Shape customer-facing messaging, booth narratives, customer sessions, and post-event follow-up.
• Partner with the Events Manager, who owns event logistics and execution, while maintaining ownership of customer programming and messaging.

Cross-Functional Collaboration

• Serve as the connective point between Customer Success, Sales, Product Marketing, and Demand Generation for existing-customer initiatives.
• Build and maintain a shared customer segmentation and lifecycle framework across teams.
• Align customer advocacy requests, such as reference calls and case studies, with expansion opportunities.
• Ensure advocacy and expansion activities reinforce each other without creating unnecessary demands on customers.
• Feed customer insights, stories, and feedback into broader Demand Generation campaigns, sales enablement, and win/loss analysis.

Measurement & Reporting

• Define and own KPIs across customer advocacy, advisory, and expansion programs.
• Partner with Marketing Operations to build dashboards tracking advocacy engagement, expansion pipeline, and revenue impact.
• Report regularly to Demand Generation leadership and cross-functional stakeholders on program performance and ROI.
• Track key advocacy metrics including active advocates, references delivered, review volume and ratings, customer stories produced, and advocate-sourced pipeline.
• Track CAB metrics including member retention, participation, session outcomes, and product or messaging changes resulting from CAB input.
• Track expansion metrics including marketing-sourced and influenced opportunity pipeline, pipeline-to-close rate, upsell and cross-sell revenue, and lifecycle campaign engagement.