Customer Marketing & Advocacy Leader

Customer stories are the outcome.
Relationships are the strategy.

I’m a Customer Marketing & Advocacy leader building programs that turn strong customer relationships into measurable business impact.

Explore my work Download my résumé LinkedIn

Andrew SevilliaSan Mateo, California

6companies · global programs

2,000+customer advocates activated

1,000+customer stories and assets

4×Top 100 CMA Strategist

Trusted to build and scale customer advocacy at

Industry leadership

UserEvidence Advisory Board · Captivate Collective CMA Exchange Vision Board

01 Point of view

Customer advocacy isn't about collecting stories. It's about building relationships that create champions.

The company may be the customer, but the individual is the advocate.

Start by creating places where people learn, connect, contribute, and influence. Earn trust over time. The stories, references, speakers, and growth follow.

02 The strategy

One connected customer system.

Strong programs do not operate as separate request queues. They create a deliberate journey from participation to contribution to advocacy.

ListenUnderstand outcomes, needs, and context

ConnectCreate peer value and company access

EngageInvite contribution and influence

ChampionMatch the person to the right opportunity

03 Selected thinking

Practical thinking for work that gets complicated quickly.

Recent articles on global programs, organizational readiness, customer judgment, and AI.

Featured framework

The Glue Across Customer Programs

Separate programs. One customer relationship.

Explore the framework

You Can’t Build a Global Advocacy Program From Headquarters Alone

Global programs need teams that can plan together, share information, and make decisions locally.

Customer Advocacy Fire Drills Are Organizational Failures

Predictable advocacy starts with earlier visibility, shared planning, and coordinated customer engagement.

Before You Ask a Customer, Use This Scorecard

Use AI to check what you know before asking a customer to do more work.

If AI Saves Us Time, Who Gets That Time?

Efficiency should create more time for customers, not simply produce more content.

04 Work and impact

Built from the inside, six times.

I combine global leadership with hands-on customer interviewing, storytelling, speaker preparation, community building, and program measurement.

200+ senior leaders connected through executive communities

100+ customer speakers prepared annually

2023–2026

UiPath

Director, Customer Advocacy Marketing

Built global advocacy programs, UiPath Innovators, AI25, and AI Breakthrough Awards.

100+ stories · ~80 references · 100+ speakers annually

2018–2022

Sage Intacct

Senior Director, Customer Marketing

Built global customer marketing across advocacy, community, reviews, webinars, and executive engagement.

200+ case studies · 75+ videos · 500% review growth

2017–2018

Planful

Director, Customer Advocacy

Established customer recruitment, references, stories, webinars, and speaker opportunities.

First company-wide advocacy program

2016–2017

Juniper Networks

Director, Customer Communications

Standardized customer sourcing, matching, approvals, and reporting across Sales.

Global reference system launched in under six months

2011–2015

NetSuite

Senior Director, Global Customer Marketing

Led a global team and scaled customer proof across industries, products, and regions.

2,000+ advocates · thousands of sales opportunities

2008–2010

CallidusCloud

Social Media and Marketing Manager

Led the Customer Advisory Board and expanded customer-led content and community.

3,000-member community · 10× video production

Selected programs

Three examples of strategy turned into operating systems.

UiPath

Global advocacy ecosystem

Challenge: Connect customer storytelling, references, executive engagement, awards, and regional programs across a global organization.
Built: Built UiPath Innovators, executive forums, Customer Advisory Boards, customer awards, speaker programs, and coordinated advocacy workflows.
Impact: 100+ stories, approximately 80 strategic references, 100+ speakers annually, and 200+ senior leaders connected.

Sage Intacct

Scaled customer evidence

Challenge: Create a reliable flow of customer proof for demand generation, sales, communications, and customer engagement.
Built: Built an integrated program spanning advocacy, community, references, stories, reviews, webinars, awards, and executive engagement.
Impact: 200+ case studies, 75+ videos, and 500% growth in online reviews.

NetSuite

Customer-led growth at scale

Challenge: Support a fast-growing global business with credible customer proof, peer connections, and executive voices.
Built: Built the global customer marketing function, led the team, and scaled advocacy across products, industries, and regions.
Impact: 2,000+ advocates, thousands of sales opportunities supported, and approximately 100 executive speakers recruited annually.

05 Current thinking

Beyond Customer Stories

Ideas for building advocacy around people, not logos.

My Philosophy and Framework series explores the judgment, systems, and practical tools behind modern Customer Marketing & Advocacy.

View all LinkedIn articles

Global advocacy team collaborating across New York, London, and Sydney

Featured philosophy

You Can’t Build a Global Advocacy Program From Headquarters Alone

A global program needs teams that can plan together, share information, and make decisions without everything getting stuck at headquarters.

Read the article

Philosophy

Conversations, guides, panels, and published work.

A curated selection of outside interviews, speaking appearances, and practical resources.

07 Recommendations

What leaders and colleagues say.

Perspectives from people who have seen the work up close.

“Andrew is a consummate and tireless advocate for the customer voice and customer experience. In our time working together at UiPath, Andrew was instrumental in helping to make customer stories a meaningful part of the Global PR program.”

Christian T. PottsSenior Director, Global Communications

“Andrew is one of the most genuinely customer-centric marketers I’ve worked with. He didn’t just represent the customer’s voice; he made sure it shaped how we thought, planned and showed up in market.”

Evanna KearinsChief Marketing Officer | Leadership Advisory

“Andrew stands out not only for his skillful approach to interviewing and cultivating customer relationships but as an expert in building highly effective customer advocacy programs.”

Jessica LoProduct Marketing

Customer stories are the outcome.
Relationships are the strategy.

One connected customer system.