Customer marketing careers are evolving fast and the path forward is no longer linear.

In this episode, Aparna sits down with Irwin Hipsman, founder of Repetitos, to unpack how customer marketing, advocacy, and lifecycle marketing roles are changing as we head into 2026. Together, they explore why job titles are shifting, how data fluency and AI are reshaping expectations, and what separates marketers who grow deep from those who grow wide.

This conversation moves beyond surface-level trends into the realities behind career progression in SaaS and B2B customer marketing. From navigating manager versus director roles to understanding the growing importance of customer lifecycle marketing, Irwin shares patterns drawn from years of research and real-world experience.

Whether you are entering customer marketing, building advocacy programs, or figuring out how to future-proof your career in a data-driven world, this episode offers clarity without prescriptions and insight without hype.

Pour a fresh cup. This one is equal parts perspective, validation, and forward momentum.

Lookout for 2025-26 Customer Marketing & Advocacy Employment Report