Senior Director, Customer Adoption Marketing

BlackLine•New York, NY

9d•Hybrid

About The Position

BlackLine is entering a pivotal phase of growth—defined by accelerated innovation, a platform-first strategy, and a renewed focus on delivering differentiated, AI-powered value to the Office of the CFO. As part of this evolution, we are expanding our traditional Customer Advocacy function into a strategic Customer Adoption Marketing Program—one that directly drives customer value realization, adoption, expansion, and long-term advocacy across the lifecycle. The Sr. Director of Customer Adoption Marketing is a senior, highly visible leader responsible for owning and orchestrating this transformation. This role elevates customer advocacy from a reactive, request-driven function into a business-critical GTM engine that fuels adoption, credibility, pipeline acceleration, renewal confidence, and expansion. This leader will serve as the connective tissue between Product Marketing, Customer Success, Lifecycle Marketing, Sales, and Product, ensuring that customer proof, voice, education, and adoption programs are tightly aligned to BlackLine’s platform strategy, innovation roadmap, and growth priorities. This role is not about “case studies alone.” It is about operationalizing customer business outcomes as a strategic growth lever—and positioning Customer Adoption Marketing as a core pillar of BlackLine’s product-led growth model.

Requirements

12+ years of experience in Customer Marketing, Product Marketing, Lifecycle Marketing, or GTM leadership within enterprise SaaS.
5+ years in senior leadership roles, building and scaling customer-facing marketing or adoption functions.
Proven experience designing and operating customer adoption, advocacy, and expansion programs at scale.
Strong understanding of enterprise customer lifecycles, renewal dynamics, and value realization.
Demonstrated ability to partner cross-functionally with Product, Sales, Customer Success, Enablement, and Executive Leadership.
Track record of elevating a function from reactive service delivery to strategic business ownership.
Exceptional storytelling, executive communication, and stakeholder influence skills.
Data-driven mindset with experience tying customer programs to business outcomes (adoption, retention, expansion, win rates).

Nice To Haves

Experience in enterprise finance, ERP, EPM, analytics, or vertical SaaS environments.
Familiarity with analyst relations, peer review platforms, and customer sentiment programs.
Experience supporting platform-based, multi-product portfolios.
Background in high-growth SaaS organizations (Series C through public company).
Experience partnering with AI-driven or data-centric product organizations.
Comfort operating in highly matrixed, global organizations.

Responsibilities

Customer Adoption Strategy & Program Ownership
Define and lead BlackLine’s global Customer Adoption Marketing strategy, spanning onboarding, adoption, value realization, expansion, and advocacy.
Establish Customer Adoption Marketing as a strategic GTM function, aligned to corporate priorities, platform strategy, and product roadmaps.
Own vision, operating model, success metrics, and roadmap for all customer adoption programs through deep alignment with Customer Success, Lifecycle and Marketing teams where applicable.
Lifecycle & Expansion Partnership
Partner deeply with Customer Success, Lifecycle Marketing, and RevOps to design and execute customer adoption, education, and expansion programs.
Translate product value and roadmap evolution into adoption-driven campaigns and customer motions.
Support renewal and expansion goals by reinforcing realized value and future-state opportunity.
Community, User Group & Executive Program Leadership
Assist with evolution of Blackline community ecosystem of BlackLine’s customer community ecosystem, including, BlackLine User Groups, customer councils and advisory boards, executive peer forums and leadership programs
Partner with Customer Success, Field Marketing, Events, and Product to ensure community programs:
Reinforce adoption and education
Surface customer insights that inform roadmap and GTM strategy
Strengthen peer-to-peer advocacy and executive relationships
Ensure community programs are outcome-driven, with clear alignment to adoption, retention, expansion, and customer satisfaction goals.
Customer Advocacy, Proof & Market Validation
Lead global customer storytelling and advocacy programs, including:
Customer case studies and success stories
Customer references and executive advocacy
Peer review platforms (G2, Gartner Peer Insights, TrustRadius, etc.)
Elevate customer proof from “marketing assets” to strategic GTM signals used across Sales, Product, Analysts, and Executives.
Ensure consistent, credible, and differentiated customer narratives aligned to BlackLine’s platform and AI vision.
Analyst, Review & Trust Programs
Own strategy and execution for customer-driven analyst and peer validation programs.
Partner with Product Marketing and Analyst Relations to ensure customer voice reinforces BlackLine’s differentiated market narrative.
Use reviews and sentiment data as feedback loops for GTM, Product, and Customer Success.
Cross-Functional Orchestration
Act as a senior orchestrator across Product Marketing, Commercialization, Product, Sales, Customer Success, Enablement, and Marketing.
Ensure adoption insights inform:
Product roadmap prioritization
GTM messaging and plays
Enablement and sales confidence
Eliminate siloed customer programs in favor of integrated, outcome-driven execution.
Leadership & Team Development
Lead, mentor, and scale a high-performing Customer Adoption Marketing team.
Shift team mindset from executional task delivery to strategic ownership and business impact.
Define clear goals, success metrics, and career development paths aligned to enterprise impact.