Head of Customer Advocacy

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The Head of Customer Advocacy is responsible for developing and executing customer advocacy programs that strengthen market credibility, validate product positioning, and support commercialization across the Digital Oncology portfolio.
This role serves as the strategic bridge between customers and the business, ensuring customer insights, clinical evidence, outcomes data, and customer experiences are translated into compelling market narratives, validated marketing claims, differentiated go-to-market strategies, and measurable business impact.
The Head of Customer Advocacy will lead advisory boards, customer advocacy programs, consortium initiatives, evidence generation efforts, claims validation processes, and customer reference strategies while partnering closely with Product Marketing, Commercial Strategy, Clinical, Product Management, Communications, Regional Marketing, Regional Sales, Strategic Partnership Managers (SPMs), and Executive Leadership teams.
The role will serve as a central point of coordination between global marketing teams and customer-facing field organizations to ensure customer advocacy, evidence generation, and collaborative innovation initiatives support both global strategy and regional commercial priorities.
Are you passionate about transforming customer relationships into strategic business impact? In this highly visible global role, you'll partner with leading oncology organisations, clinicians, executives, and internal stakeholders to build advocacy programmes, advisory boards, evidence-generation initiatives, and customer communities that directly influence product strategy, commercial growth, and the future of cancer care technology.

This is a unique opportunity to shape how the voice of the customer influences the future of Digital Oncology worldwide. You'll build and lead global customer advocacy programmes, work directly with senior healthcare leaders and oncology experts, generate evidence that supports commercial success, and ensure customer insights help drive product innovation, market strategy, and thought leadership across the business.

Key Responsibilities

Customer Advocacy Strategy

- Develop and execute the customer advocacy strategy across the Digital Oncology portfolio.
- Build and maintain a network of customer champions, references, and advocates across oncology provider organizations, health systems, and strategic accounts.
- Establish scalable advocacy programs that support commercialization, customer engagement, and market differentiation.
- Ensure the voice of the customer is consistently represented across marketing, product, and commercial initiatives.

Advisory Boards

- Own the strategy, governance, planning, and execution of Digital Oncology advisory board.
- Develop annual engagement plans aligned with product strategy, market priorities, and customer needs.
- Recruit, engage, and maintain relationships with key oncology stakeholders, clinical leaders, and executive customers.
- Partner with regional sales and marketing teams to identify strategic customer participants and ensure global representation across advisory activities.
- Translate customer feedback into actionable recommendations for Product Marketing, Product Management, Commercial Strategy, and Executive Leadership.

Clinical Evidence & Outcomes Validation

- Lead initiatives to gather customer-driven clinical, operational, and business evidence supporting Digital Oncology solutions and services.
- Partner with clinical, product, and commercial teams to identify evidence-generation opportunities.
- Develop customer case studies, workflow analyses, outcomes assessments, value realization studies, and ROI frameworks.
- Create and maintain an evidence repository supporting commercialization, customer engagement, and market positioning.

Marketing Claims Validation & Governance

- Establish and manage processes for validating product and marketing claims.
- Partner with Legal, Clinical, Regulatory, Product, and Marketing teams to ensure all external claims are evidence-based, supportable, and compliant.
- Maintain supporting documentation and governance processes for commercial messaging and customer-facing materials.
- Ensure alignment between customer outcomes, product capabilities, and market positioning.

Consortiums & Customer Collaboration Programs

- Lead the development and operation of customer consortiums and collaborative innovation programs.
- Define program objectives, governance models, participation frameworks, and engagement strategies.
- Facilitate collaboration between customers and internal stakeholders to advance innovation, workflow optimization, and evidence generation.
- Capture and disseminate insights that inform product strategy, commercialization priorities, and customer success initiatives.

Customer Reference & Thought Leadership Programs

- Develop programs that increase customer participation in speaking engagements, conferences, publications, webinars, advisory activities, and industry events.
- Partner with Communications and Marketing teams to amplify customer stories and thought leadership opportunities.
- Support executive and customer-facing events by identifying advocacy opportunities and customer participation strategies.

Executive Customer Engagement

- Partner with Sales Operations and Customer Engagement teams to define the strategic objectives, content, and customer outcomes for VIP customer visits, Customer Experience Center engagements, and executive briefing programs.
- Ensure customer engagement experiences reinforce product value, market differentiation, and long-term advocacy development.
- Identify opportunities to convert executive customer engagements into advocacy, evidence generation, and strategic partnership opportunities.

Cross-Functional & Regional Collaboration

- Collaborate closely with Product Marketing to ensure customer insights and evidence support positioning, messaging, launches, and commercialization strategies.
- Partner with Commercial Strategy to align advocacy programs with growth initiatives and strategic priorities.
- Work closely with Product Management to incorporate customer feedback into product planning and roadmap discussions.
- Coordinate with Regional Marketing and Regional Sales teams to identify customer advocacy opportunities, recruit program participants, and activate customer success stories across global markets.
- Partner closely with Strategic Partnership Managers (SPMs) to identify, engage, and develop strategic customer relationships that support consortiums, collaborative innovation programs, advisory boards, and evidence-generation initiatives.
- Support SPMs in cultivating executive customer relationships that advance both customer value and broader business objectives.
- Coordinate with Communications, Clinical, and Executive Leadership teams to maximize the impact of customer advocacy initiatives and thought leadership programs.

Qualifications

Required Qualifications

- Bachelor's degree in Business, Marketing, Healthcare Administration, Life Sciences, Radiotherapy or a related field.
- Experience in customer advocacy, product marketing, healthcare marketing, commercialization, clinical strategy, or related functions.
- Experience working within healthcare technology, oncology, digital health, SaaS, clinical software, or healthcare services organizations.
- Demonstrated experience leading advisory boards, customer advocacy programs, or evidence-generation initiatives.
- Strong executive presence and ability to engage senior healthcare leaders, clinicians, and strategic customers.
- Excellent communication, facilitation, stakeholder management, and strategic planning skills.

Preferred Qualifications

- Experience in oncology, radiation oncology, medical oncology, or healthcare workflow technology.
- Familiarity with clinical evidence generation, outcomes research, value realization programs, or claims substantiation processes.
- Experience supporting SaaS, on-premise software, managed services, or healthcare technology solutions.
- Experience managing customer reference programs, thought leadership initiatives, consortiums, or collaborative innovation programs.

Success Metrics

- Growth and engagement of customer advocacy network.
- Number and quality of customer references, case studies, and evidence assets generated.
- Effectiveness of advisory boards
- Contribution of customer evidence to commercialization and market positioning efforts.
- Adoption of validated claims and governance processes.
- Customer participation in thought leadership and advocacy activities.
- Impact of customer insights on product strategy and commercialization initiatives.

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