Senior Product Marketing - Customer Advocacy & Stories Lead

Job Description

We help the world run better
At SAP, we keep it simple: you bring your best to us, and we'll bring out the best in you. We're builders touching over 20 industries and 80% of global commerce, and we need your unique talents to help shape what's next. The work is challenging – but it matters. You'll find a place where you can be yourself, prioritize your wellbeing, and truly belong. What's in it for you? Constant learning, skill growth, great benefits, and a team that wants you to grow and succeed.

Senior CX Customer Advocacy & Stories Lead

About the team:

The CX Activation & Amplification team transforms product marketing strategy into high‑impact content and programs that fuel demand, accelerate pipeline, and strengthen the Customer Experience brand in the market.

Within this team, customer stories and marketing references are the proof points that bring our CX vision to life across all solutions and industries.

About the role:

As Senior CX Customer Advocacy & Stories Lead, you own the global strategy for CX customer advocacy and stories. You will define the vision, set the standards, and orchestrate a portfolio of customer references that power campaigns, events, analyst engagements, and executive storytelling, while directly leading execution in the Americas and APAC and providing strategic direction for EMEA/MEE.

What you will do:

• Own the global SAP CX Customer advocacy & story strategy and operating model
  • Define the CX‑wide vision, charter, and 2–3‑year roadmap for customer advocacy and stories, aligned with LoB growth priorities and marketing objectives.
  • Establish a clear program framework and success metrics that guide regional execution and investment decisions.
• Lead the CX customer proof portfolio
  • Shape and manage a strategic portfolio of advocates and stories by solution, industry, segment, and region to support pipeline creation, deal acceleration, events, and analyst relations.
  • Ensure quality and consistency of narratives globally, while enabling regional nuance and local proof points.
• Drive Americas and APAC & guide EMEA, MEE
  • For Americas and APAC, lead prioritization and delivery of high‑impact customer references and stories for key campaigns and go‑to‑market plays.
  • Partner with and mentor the EMEA/MEE lead, aligning on priorities, standards, and coverage, and acting as the global decision‑maker when trade‑offs arise.
• Embed advocacy into events, campaigns, and communities
  • Collaborate with event, campaign, and community leads to ensure advocates, speakers, and stories are embedded into tier‑1/2 events, launches, and key initiatives.
  • Design simple, scalable ways to convert event speakers, community participants, and other engaged customers into long‑term marketing references and advocates.
• Align stakeholders and influence at senior level
  • Serve as the senior point of contact on customer advocacy and stories for CX leadership, sales, product marketing, AR/PR, partner marketing, and regional marketing.
  • Lead a cross‑functional steering forum to align on advocacy priorities, strategic accounts, and upcoming opportunities, and to surface risks or gaps that impact business goals.
• Demonstrate impact with clear metrics and insights
  • Define, track, and communicate the program’s contribution to the business, including portfolio coverage, reference usage in strategic motions, event to advocacy conversion, and influence on marketing performance.
  • Provide concise, insight‑rich updates to CX and marketing leadership, with clear recommendations on where to double down or pivot.

What you bring:

• 7–10 years of B2B enterprise software or SaaS marketing experience, with significant time in customer marketing, advocacy, references, or related roles.
• Proven success building or leading a multi‑region or global customer advocacy/reference program with measurable business impact (market momentum, win‑rate lift, program scale, stakeholder satisfaction).
• Deep understanding of the B2B SaaS customer lifecycle and the role of advocacy across awareness, consideration, decision, expansion, and renewals.
• Strong storytelling skills: ability to turn complex CX use cases into crisp, outcome‑driven narratives tailored to executives, practitioners, analysts, and partners across multiple formats.
• Strategic mindset combined with a hands‑on approach: comfortable setting vision and frameworks as well as engaging directly with customers when needed.
• Excellent stakeholder management and influencing skills, with experience operating in a matrixed global organization and working closely with sales leadership, product marketing, AR/PR, and regional marketing.
• Solid program and project management capabilities, with the ability to manage multiple priorities and build scalable, repeatable ways of working.

Why this role is exciting:

• Direct line of sight to growth: your work will sit at the intersection of CX product strategy, marketing, GTM, and customer success, and will be visible to executives, analysts, and customers worldwide.
• Opportunity to build: you will architect a global advocacy engine for SAP CX that outlasts individual campaigns and becomes a core pillar of how SAP CX goes to market.
• Inspiring customers: You will collaborate with some of the world’s leading brands and market innovators, telling the stories of how they reinvent customer experiences with our SAP CX solutions.

Bring out your best
SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market leader in end-to-end business application software and related services for database, analytics, intelligent technologies, and experience management. As a cloud company with two hundred million users and more than one hundred thousand employees worldwide, we are purpose-driven and future-focused, with a highly collaborative team ethic and commitment to personal development. Whether connecting global industries, people, or platforms, we help ensure every challenge gets the solution it deserves. At SAP, you can bring out your best.

We win with inclusion
SAP’s culture of inclusion, focus on health and well-being, and flexible working models help ensure that everyone – regardless of background – feels included and can run at their best. At SAP, we believe we are made stronger by the unique capabilities and qualities that each person brings to our company, and we invest in our employees to inspire confidence and help everyone realize their full potential. We ultimately believe in unleashing all talent and creating a better world.

SAP is committed to the values of Equal Employment Opportunity and provides accessibility accommodations to applicants with physical and/or mental disabilities. If you are interested in applying for employment with SAP and are in need of accommodation or special assistance to navigate our website or to complete your application, please send an e-mail with your request to Recruiting Operations Team: Careers@sap.com.

For SAP employees: Only permanent roles are eligible for the SAP Employee Referral Program, according to the eligibility rules set in the SAP Referral Policy. Specific conditions may apply for roles in Vocational Training.

Qualified applicants will receive consideration for employment without regard to their age, race, religion, national origin, ethnicity, gender (including pregnancy, childbirth, et al), sexual orientation, gender identity or expression, protected veteran status, or disability, in compliance with applicable federal, state, and local legal requirements.

SAP believes the value of pay transparency contributes towards an honest and supportive culture and is a significant step toward demonstrating SAP’s commitment to pay equity. SAP provides the annualized compensation range inclusive of base salary and variable incentive target for the career level applicable to the posted role. The targeted combined range for this position is 144600 - 245800(CAD) CAD. The actual amount to be offered to the successful candidate will be within that range, dependent upon the key aspects of each case which may include education, skills, experience, scope of the role, location, etc. as determined through the selection process. Any SAP variable incentive includes a targeted dollar amount, and any actual payout amount is dependent on company and personal performance. A summary of benefits and eligibility requirements can be found by clicking this link: www.SAPNorthAmericaBenefits.com.

Due to the nature of the role, which involves global interactions with SAP entities, as well as with employees and stakeholders in Canada, functional proficiency in English is required for positions based in the Quebec.

AI Usage in the Recruitment Process

For information on the responsible use of AI in our recruitment process, please refer to our Guidelines for Ethical Usage of AI in the Recruiting Process.

Please note that any violation of these guidelines may result in disqualification from the hiring process.

Requisition ID: 447181 | Work Area: Marketing | Expected Travel: 0 - 10% | Career Status: Professional | Employment Type: Regular Full Time | Additional Locations: #LI-Hybrid

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