Job Description
We're looking for a Customer Advocacy Storytelling & Activation Manager to find, build, and share the customer stories that help buyers choose us.
In this role, you'll own the process behind our customer stories: bringing in new advocates, deciding which stories to pursue, creating case studies, videos, reviews, and other content, and making sure sales and marketing teams can easily find and use customer proof to deliver business impact.
You'll work closely with sales, marketing, and partner teams, with the autonomy to set priorities and the visibility to see your work make a difference. The result is customer proof that builds trust in the market, helps sellers close deals faster, and shows how our customers succeed.
Key Responsibilities
Grow our advocate pipeline
- Increase the volume, quality, and diversity of customers who participate as advocates by driving awareness and engagement across sales, customer success, and marketing.
- Run lightweight campaigns and communications that keep customer advocacy top of mind at the moments it matters most, from active deals to campaign planning.
Find and qualify the best stories
- Review customer nominations, survey responses, and recorded content to assess the strength and quality of each story.
- Decide which stories move forward and which format fits each one best: full case study, short-form social proof, sales reference, video, or peer review.
- Keep every story moving, with a clear view of what is in progress and what is next.
Turn one story into many assets
- Work with marketing leaders to define the customer content we need most and make sure our storytelling is prioritized against business goals.
- Act as a strategic advisor on customer proof, spotting gaps by solution, persona, industry, and go-to-market priority, and building plans to close them.
- Mine existing customer evidence, including survey data, call recordings, and interviews, for proof points, quotes, and stories worth sharing.
- Transform a single customer engagement into multiple reusable assets that speed up pipeline, deal progression, and campaign performance.
- Organize and publish a customer proof library that stays easy to search and up to date.
Use AI to work smarter and scale
- Use AI tools to speed up how customer stories are sourced, drafted, and repurposed, from pulling proof points out of interviews and survey data to adapting one story into many formats, while keeping quality, accuracy, and customer approval standards high.
- Build repeatable AI-assisted workflows, prompts, and templates that cut production time and let us produce more high-quality content with the same effort.
- Use AI to make customer proof easier to find and use, such as smarter tagging and search, so sellers get the right asset faster.
- Show sales and marketing teams how to put customer proof to work with AI tools in their everyday jobs.
- Stay current on new AI capabilities and pilot the ones that improve speed, quality, or reach.
Put proof in sellers’ hands
- Partner directly with sales to understand where reps need stronger proof points or references, and close those gaps with ready-to-use content.
- Make it fast for sellers to find the right customer reference or proof point, so they can spend their time with buyers.
- Keep a clear picture of which assets exist for which segments, solutions, and stages of the deal.
Measure what works
- Analyze how customer proof is used and what business impact it drives, then use those insights to find content gaps, prioritize new storytelling, and improve results. Track the time and effort saved by AI and new workflows alongside content impact.
Required Qualifications
- 7+ years in customer advocacy, customer marketing, or content marketing at a B2B technology or high-growth organization.
- A track record of turning raw customer evidence, such as interviews, survey responses, and call recordings, into compelling stories and multiple asset formats that drive business impact, with the editorial judgment to tell a strong story from a weak one and match it to the right format and audience.
- Experience building trusted relationships with customers, including senior executives, guiding their stories through communications and legal approvals, and making advocacy a positive experience for them.
- A results-focused approach. You measure how customer proof is used in sales opportunities and in marketing and communications campaigns, tie that usage to deal progression, win rates, and pipeline, and use what you learn to decide what to create next.
- Experience partnering with sales teams and driving adoption of content across a large, matrixed organization.
- Organization and follow-through. You keep a busy pipeline moving and a proof library clean, current, and easy to use.
- Hands-on experience with AI tools, such as AI writing and analysis assistants, and real curiosity about applying them to content creation and workflow. Good judgment about where AI adds speed and where human review matters most.
- Excellent writing, communication, and influencing skills, with the credibility to advise senior marketing leaders.
- A builder’s mindset, equally comfortable setting strategy and drafting the first version of an asset yourself.
Preferred Qualifications
- Experience with customer advocacy or reference management platforms (e.g., ReferenceEdge, UserEvidence, Influitive).
#LI-TV1
What’s in it For You?
- Hybrid Work Model: We’ve adopted a flexible hybrid working environment for our office-based roles while delivering a seamless experience that is digitally and physically connected.
- Flexibility & Work-Life Balance: Flex My Way is a set of supportive workplace policies designed to help manage personal and professional responsibilities, whether caring for family, giving back to the community, or finding time to refresh and reset. This builds upon our flexible work arrangements, including work from anywhere for up to 8 weeks per year, empowering employees to achieve a better work-life balance.
- Career Development and Growth: By fostering a culture of continuous learning and skill development, we prepare our talent to tackle tomorrow’s challenges and deliver real-world solutions. Our Grow My Way programming and skills-first approach ensures you have the tools and knowledge to grow, lead, and thrive in an AI-enabled future.
- Industry Competitive Benefits: We offer comprehensive benefit plans to include flexible vacation, two company-wide Mental Health Days off, access to the Headspace app, retirement savings, tuition reimbursement, employee incentive programs, and resources for mental, physical, and financial wellbeing.
- Culture: Globally recognized, award-winning reputation for inclusion and belonging, flexibility, work-life balance, and more. We live by our values: Obsess over our Customers, Compete to Win, Challenge (Y)our Thinking, Act Fast / Learn Fast, and Stronger Together.
- Social Impact: Make an impact in your community with our Social Impact Institute. We offer employees two paid volunteer days off annually and opportunities to get involved with pro-bono consulting projects and Environmental, Social, and Governance (ESG) initiatives.
- Making a Real-World Impact: We are one of the few companies globally that helps its customers pursue justice, truth, and transparency. Together, with the professionals and institutions we serve, we help uphold the rule of law, turn the wheels of commerce, catch bad actors, report the facts, and provide trusted, unbiased information to people all over the world.
In the United States, Thomson Reuters offers a comprehensive benefits package to our employees. Our benefit package includes market competitive health, dental, vision, disability, and life insurance programs, as well as a competitive 401k plan with company match. In addition, Thomson Reuters offers market leading work life benefits with competitive vacation, sick and safe paid time off, paid holidays (including two company mental health days off), parental leave, sabbatical leave. These benefits meet or exceeds the requirements of paid time off in accordance with any applicable state or municipal laws. Finally, Thomson Reuters offers the following additional benefits: optional hospital, accident and sickness insurance paid 100% by the employee; optional life and AD&D insurance paid 100% by the employee; Flexible Spending and Health Savings Accounts; fitness reimbursement; access to Employee Assistance Program; Group Legal Identity Theft Protection benefit paid 100% by employee; access to 529 Plan; commuter benefits; Adoption & Surrogacy Assistance; Tuition Reimbursement; and access to Employee Stock Purchase Plan.
Thomson Reuters complies with local laws that require upfront disclosure of the expected pay range for a position. The base compensation range varies across locations.

For any eligible US locations, unless otherwise noted, the base compensation range for this role is $100,100 USD - $185,900 USD.

Base pay is positioned within the range based on several factors including an individual’s knowledge, skills and experience with consideration given to internal equity. Base pay is one part of a comprehensive Total Reward program which also includes flexible and supportive benefits and other wellbeing programs.
This role may also be eligible for an Annual Bonus based on a combination of enterprise and individual performance.

About Us
Thomson Reuters informs the way forward by bringing together the trusted content and technology that people and organizations need to make the right decisions. We serve professionals across legal, tax, accounting, compliance, government, and media. Our products combine highly specialized software and insights to empower professionals with the data, intelligence, and solutions needed to make informed decisions, and to help institutions in their pursuit of justice, truth, and transparency. Reuters, part of Thomson Reuters, is a world leading provider of trusted journalism and news.
We are powered by the talents of 26,000 employees across more than 70 countries, where everyone has a chance to contribute and grow professionally in flexible work environments. At a time when objectivity, accuracy, fairness, and transparency are under attack, we consider it our duty to pursue them. Sound exciting? Join us and help shape the industries that move society forward.
As a global business, we rely on the unique backgrounds, perspectives, and experiences of all employees to deliver on our business goals. To ensure we can do that, we seek talented, qualified employees in all our operations around the world regardless of race, color, sex/gender, including pregnancy, gender identity and expression, national origin, religion, sexual orientation, disability, age, marital status, citizen status, veteran status, or any other protected classification under applicable law. Thomson Reuters is proud to be an Equal Employment Opportunity Employer providing a drug-free workplace.
Thomson Reuters makes reasonable accommodations for applicants with disabilities, including veterans with disabilities, and for sincerely held religious beliefs in accordance with applicable law. If you reside in the United States and require an accommodation in the recruiting process, you may contact our Human Resources Department at HR.Leave-Expert@thomsonreuters.com. Disability accommodations in the recruiting process may include things like a sign language interpreter, making interview rooms accessible, providing assistive technology, or other relevant accommodations. Please note this email is not intended for general recruitment questions and we will promptly respond to inquiries regarding accommodations. More information on requesting an accommodation here.
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