Why UKG:
At UKG, the work you do matters. The code you ship, the decisions you make, and the care you show a customer all add up to real impact. Today, tens of millions of workers start and end their days with our workforce operating platform. Helping people get paid, grow in their careers, and shape the future of their industries. That's what we do.
We never stop learning. We never stop challenging the norm. We push for better, and we celebrate the wins along the way. Here, you'll get flexibility that's real, benefits you can count on, and a team that succeeds together. Because at UKG, your work matters-and so do you.
About the Team
Customer Marketing at UKG is responsible for turning customer success into measurable growth. We partner closely with Sales, Product, and Customer Experience to translate customer outcomes into expansion pipeline, accelerated deal velocity, and referral-driven revenue.
This team operates at the intersection of customer advocacy, expansion strategy, and revenue enablement ensuring Sales has credible customer proof and scalable programs that influence live deals.
About the Role
The Director, Customer Advocacy & Referral Marketing is a senior leadership role responsible for building and scaling UKG's customer-led growth engine.
This role owns the strategy and execution of customer advocacy, reference operations, and referral marketing programs that directly impact expansion revenue, win rates, and sales efficiency. This is not a coordination or campaign-only role it is a builder role focused on creating systems, plays, and programs that Sales trusts and actively uses in live deals.
You will operate as a strategic partner to Sales leadership, working directly with customers and account teams to deploy the right customer proof at the right moment in the deal cycle. Your work will help Sales win faster, expand accounts more effectively, and turn customer advocacy into a repeatable, measurable growth motion.
What You'll Own
Customer Advocacy & Reference Operations
Build and scale a strategic, revenue-aligned customer reference and advocacy program
Deploy customer proof into live deals to improve win rates and reduce time to proof
Develop segmented advocacy pools (Enterprise, Mid-Market, SMB, Product Innovation)
Establish intake, prioritization, and matching models aligned to Sales needs
Referral Marketing
Design and launch a global customer referral program that generates qualified pipeline
Embed referral triggers across the customer lifecycle
Track referral-to-pipeline and referral-to-revenue performance
Define referral incentives and reward structures in partnership with Sales and Legal
Expansion & Sales Enablement
Partner with Sales leadership to activate customer-led expansion plays in priority accounts
Standardize expansion and advocacy plays for consistent execution across Sales and BDR teams
Improve sales efficiency by making customer proof easier to access, trust, and use
Systems, Scale & Enablement
Build a scalable Customer Evidence System that delivers the right proof and advocacy signals at the right time
Partner with Marketing Operations to enable self-service access to customer proof
Leverage AI and automation to scale reference matching, signal identification, and insight extraction
Stabilize and grow a team by introducing clarity, rigor, and operational confidence
How Success Is Measured
Expansion pipeline generated and influenced
Closed-won expansion revenue impact
Win-rate lift on deals using customer evidence
Referral-sourced pipeline and conversion rates
Adoption of standardized advocacy and expansion plays by Sales and BDR teams
About You
Basic Qualifications
10+ years of experience in B2B SaaS marketing, revenue marketing, customer marketing, or sales-adjacent roles with direct impact on pipeline or revenue
5+ years of direct people leadership experience , including hiring, performance management, and team development
Proven experience building or scaling a customer advocacy and/or reference program
Demonstrated ownership of programs tied to pipeline, expansion revenue, win rates, retention, or NRR
Hands-on experience partnering closely with Sales leadership to support live deals and priority accounts
Experience working across multiple customer segments (Enterprise, Mid-Market, SMB)
Strong understanding of pipeline metrics, attribution, and revenue influence
Preferred Qualifications
Experience operating in a large, matrixed organization
Demonstrated builder mentality , including rebuilding or stabilizing a function
Strong sales fluency and credibility with Sales leaders
Operational mindset with the ability to design scalable systems and processes
Comfort working directly with customers and executives in high-impact moments
Proven ability to influence without authority across Sales, BDR, Product, and Customer Experience teams
Company Overview:
UKG is the Workforce Operating Platform that puts workforce understanding to work. With the world's largest collection of workforce insights, and people-first AI, our ability to reveal unseen ways to build trust, amplify productivity, and empower talent, is unmatched. It's this expertise that equips our customers with the intelligence to solve any challenge in any industry - because great organizations know their workforce is their competitive edge. Learn more at ukg.com.
Equal Opportunity Employer
UKG is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, disability, religion, sex, age, national origin, veteran status, genetic information, and other legally protected categories.
View The EEO Know Your Rights poster (https://www.eeoc.gov/sites/default/files/2022-10/EEOC\KnowYourRights\screen\reader\10_20.pdf)
UKG participates in E-Verify. View the E-Verify posters here (https://www.e-verify.gov/sites/default/files/everify/posters/EVerifyParticipationPoster.pdf) .
It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.
Disability Accommodation in the Application and Interview Process
For individuals with disabilities that need additional assistance at any point in the application and interview process, please email UKGCareers@ukg.com .
The pay range for this position is $145,600 to $209,300. The actual base pay offered may vary depending on skills, experience, job-related knowledge and work location. In addition to base pay, employees may be eligible to participate in a performance-based bonus plan and to receive restricted stock unit awards as part of total compensation. Learn more about UKG's benefits and rewards at https://www.ukg.com/about-us/careers/benefits
It is the policy of Ultimate Software to promote and assure equal employment opportunity for all current and prospective Peeps without regard to race, color, religion, sex, age, disability, marital status, familial status, sexual orientation, pregnancy, genetic information, gender identity, gender expression, national origin, ancestry, citizenship status, veteran status, and any other legally protected status entitled to protection under federal, state, or local anti-discrimination laws. This policy governs all matters related to recruitment, advertising, and initial selection of employment. It shall also apply to all other aspects of employment, including, but not limited to, compensation, promotion, demotion, transfer, lay-offs, terminations, leave of absence, and training opportunities.
