Liz Pedro
Sedona,AZ
Summary
Customer & Partner Advocate ∙ Customer Marketing Leader ∙ Customer Advocacy Champion
Customer Marketing Leader with over 17 years of success delivering... Focused on creating high impact … My secret sauce is using my expertise, relationship-building skills, positive attitude, and bias for action to build world-class customer advocacy programs. I accomplish this by focusing on three pillars of customer engagement: driving revenue growth, deepening loyalty, and amplifying customer stories.
- Delivered $2M+ impact on sales revenue by growing customer reference program by 2x annually (RingCentral)
- Transformed reference programs into world-class customer advisory centers capable of impacting revenue, and generating value-added customer content, including references, reviews, and win stories (RingCentral, Talkdesk, Five9)
- Developed…(Company)
- Drove… (Company)
Overview
9
9
years of professional experience
Work History
Head of Customer Advocacy
RINGCENTRAL
11.2020 - 01.2023
Transformed emerging reference program into a strategic world-class global customer advocacy program. Owned strategy, development, execution and leadership of customer advocacy programs designed to nurture customer accounts and win new customers. The team was responsible for customer references, customer advisory boards, customer content, reviews and customer speakers.
- RingExcellence 2021 Winner recognized as a top marketing leader
- Evolved CABs into world-class programs. Built CAB dashboard: Results included 25% increase in ARR, NPS 25 points increase and 1% churn
- 2x increase in customer references, $2M+ impact on sales revenue annually
- 3x increase in customer success stories targeting F500 and G2000. Filmed video testimonials with marquee brands including Golden State Warriors
- Drive customer advocates to write 4 and 5-star reviews on Tier 1 strategic review sites. Increased reviews on Gartner Peer Insights by 3x.
Director of Customer Marketing
TALKDESK
11.2018 - 10.2020
Built a new global customer advocacy program to empower engaged customers to move through the customer journey to grow revenue, create brand lift and make customers heroes. Responsible for customer advisory boards, reviews, customer references, customer awards program and customer content (video testimonials, success stories and social media).
- Achieved 14% of customers as references, 20% customers as advocates
- 15x increase in customer reviews, improved ratings and rankings
- Completed 25 new video testimonials, dozens of new success stories
- Launched new customer reference pipeline, customer awards program, customer surveys and customer welcome program
- Managed Americas CAB program and launched EMEA CAB program
- Established process/timelines/templates to drive the publication of 1-2 new customer press releases per week (30 new PR in 1st half of 2020)
Director of Customer Advocacy
FIVE9
11.2016 - 10.2018
Built world-class customer advocacy program partnering with executives, sales, inside sales, customer success and support. Program included customer advisory boards, reviews, references, welcome kits, customer content and customer communication.
- Elevated Customer Advisory Boards (attendee types, content, experience)
- 4.5x increase in reviews which improved SEO and SEM initiatives
- Launched customer newsletter, customer surveys, customer heroes program
Director of Customer Advocacy
MITEL
11.2013 - 11.2016
Launched the first customer advocacy program which included customer references, customer content, Influitive Advocacy hub and customer awards. Accomplishments included implementing Influitive advocate tool (2500+ advocates), new customer awards program, Customer Success Fridays and video testimonials with top marquee brands including Hilton, Make-A-Wish and San Diego Padres.
Additional Relevant Roles
Mitel, ShoreTel, Precise, LANDesk (Ivanti), Novell
1992 - 2013
Additional Relevant Roles
- Director of Customer Advocacy: MITEL
- Senior Manager, Customer Marketing Programs: ShoreTel
- Customer Marketing Manager: Precise
- Customer Programs Manager: LANDesk (now Ivanti)
- Multiple Roles: Novell/WordPerfect
Education
Bachelor of Science - Counseling Psychology
Arizona State University
Tempe, Arizona05.2024
Bachelor of Arts - Journalism, Print
Brigham Young University
Provo, Utah04.2003
Skills
- Advisory Boards
- Awards Programs
- Content Development
- Gamification
- Management
- References
- Relationship Building
- Salesforce
- Sales & Field Enablement
- Success Stories
Key Skills Experience
- Advisory Boards
- Awards Programs
- Customer Content
- Gamification
- Leadership
- Management
- Presentations
- References
- Relationship Builder
- Reviews
- Sales Enablement
- Salesforce
- Success Stories
- Video Testimonials
- Writing/Editing
Awards
- Best Advocate Marketer: Influitive Best Advocate Marketing Awards
- Constellation Research Supernova Award: Next Gen Customer Experience
- Forrester Groundswell Award: Social Reach Marketing
- Marketing Technologist of the Year: Direct Marketing News
- Marketing & Tech Innovation Awards
- RingExcellence 2021 Winner
Timeline
Head of Customer Advocacy
RINGCENTRAL
11.2020 - 01.2023
Director of Customer Marketing
TALKDESK
11.2018 - 10.2020
Director of Customer Advocacy
FIVE9
11.2016 - 10.2018
Director of Customer Advocacy
MITEL
11.2013 - 11.2016
Additional Relevant Roles
Mitel, ShoreTel, Precise, LANDesk (Ivanti), Novell
1992 - 2013
Bachelor of Science - Counseling Psychology
Arizona State University
Bachelor of Arts - Journalism, Print
Brigham Young University