Principal, Customer Storytelling & Advocacy

Available Locations:

• San Francisco, CA
• Austin, TX
• London, UK

Role summary

We’re looking for a visionary, hands-on storyteller to reinvent how Cloudflare brings customer impact to life. This person will combine the narrative instincts of an exceptional writer and editor, the technical fluency of a product marketer, the relationship skills of a customer advocate, and the creative eye of a producer. You'll interview customers and their executives, find out what was at stake for them, and explain what they built on Cloudflare in language a CFO and a developer can both follow.

We welcome ideas no one has tried yet. You'll own the creative standard for video and content. You will raise the creative and production bar across video, case studies, campaigns, executive content, and onstage moments, helping make Cloudflare more relatable without sacrificing technical credibility. You will also build repeatable, AI-enabled workflows that enable us to discover, produce, and amplify distinctive customer stories at scale.

Role responsibilities

• Interview customers and find the story: Work directly with customers and their executives to learn what problem they had and what changed after they solved it. 
• Explain the technology in simple terms: Turn topics like Zero Trust or Workers AI into stories that business and technical readers can both follow, and keep the technical details right.
• Lead a few big moments each year: Own a few major storytelling projects a year, such as a film, a campaign, or a customer segment in a Cloudflare Connect keynote.
• Come up with ideas that get noticed: Pitch creative concepts that make people stop scrolling, such as a surprising angle or a format no one else has tried.
• Try new formats: Pilot formats beyond the case study, such as documentary-style series, live builds, short social video, interactive data stories, customer takeovers, and podcasts.
• Set the quality standard: Decide what good looks like for customer stories in every format, and hold agencies, freelancers, and internal teams to it.
• Supply executives with stories: Give Cloudflare leaders the customer stories and proof points they use in keynotes, briefings, social posts, and customer meetings.
• Work across teams to get stories approved: Source stories with Sales and Product, and work with Marketing, Communications, and Legal to get approvals.
• Use AI to scale: Build repeatable AI workflows for spotting story candidates, preparing interviews, drafting, and cutting one story into versions for each channel.
• Track results: Decide how we measure story impact (sales usage, pipeline influence, reach, advocate engagement) and use the numbers to choose what to make next.

Desirable skills, knowledge, and experience 

• Technical fluency: You can read a product doc or architecture diagram and explain in plain language what a customer built and why it matters.
• Reporter and editor instincts: You ask the follow-up question and find the detail other people missed. You can read a draft and say what's missing, and you write copy that works for a CISO and for a developer.
• Creative judgment and taste: You can tell quickly whether a story will get attention or build credibility. You know good film, editorial, design, and social work when you see it, and you borrow ideas from outside tech, including media, sports, and entertainment.
• Production experience: You've had some experience directing or producing customer video, documentary, podcast, or live content, and you can manage crews and agencies.
• Executive presence and influence: You're comfortable interviewing a customer's C-suite and briefing a Cloudflare executive before a keynote. You can get Sales, Product, Marketing, Comms, IT, and Legal moving in the same direction, and you push back when a story isn't ready.
• AI in your daily work: You already use AI tools for writing, research, interview prep, or production, and you can show us how.

Qualifications

• 10-15 years of experience in one or more of the following: Developer Relations, Product Marketing, Customer Marketing, Journalism, or Video Production. B2B technology experience is strongly preferred.
• Bachelor's degree or equivalent experience.
• Option to include customer stories, video, campaigns, or stage content you created or led, with a short note on what made each one work. Original creative concepts or formats that performed well, with results you can point to (for example reach, press coverage, or sales impact).
• Experience producing stories with enterprise customers and their executives, including getting them through customer, Legal, and Comms approval.
• Experience explaining complex technical products (infrastructure, security, developer platforms, or AI) to business and technical audiences.
• Experience producing video and live or stage content from start to finish.
• Experience building a content program or production workflow that other people could run is preferred