Kevin Lau
I help customer marketers prove their value | VP Customer Marketing @ Freshworks | ex-F5, Adobe, Marketo, Google
- Role
- Vice President, Global Customer Marketing at Freshworks
- Location
- San Diego, CA, US
- LinkedIn followers
- 500 followers
About Kevin Lau
Leadership thinks it\'s a case study factory. Sales thinks it\'s a reference desk. Even marketers think it\'s just advocacy. But advocacy is one pillar of customer marketing, not the whole thing. And customer marketing itself is one engine inside a bigger system.I\'ve spent 15+ years building that system and proving its value to skeptical executives.As, I lead a team spanning lifecycle, retention, advocacy, community, education, customer comms, and voice of customer. All connected into one Customer-Led Growth engine.Previously: Global Head of Customer Advocacy at. Built Marketo\'s advocacy program through the acquisition. Led customer programs at F5 and Google: • +15–20 pt lift in Net Dollar Retention through integrated lifecycle and advocacy • $250M+ ARR influenced through customer storytelling • 10+ industry awards including Advocate Marketer of the Year and TOP 25 CM InfluencerNow I\'m building. A weekly newsletter with real playbooks for customer marketers who want to drive retention, expansion, and advocacy without begging for budget or headcount.If you\'re a customer marketer who wants a seat at the table, not just a task list, follow along.
Experience
Vice President, Global Customer Marketing
Aug 2025 — Present · San Diego, CA, US
I lead Global Customer Marketing at Freshworks, uniting lifecycle, retention, advocacy, community, education, voice of customer, executive engagement, and comms into one growth engine for post-sales success:• Built a customer-led growth organization connecting retention, advocacy, and expansion.• Improved Net Dollar Retention by +15–20 pts through integrated lifecycle and advocacy.• Scaled investment by 360% and doubled team capacity to support global growth.• Tied customer advocacy, education, and comms directly to influenced revenue outcomes.• Elevated Customer Marketing into a strategic pillar of company growth and brand trust.
Education
UC San Diego
Bachelor of Arts (B.A.), Urban Studies and Planning / Sociology
2004 — 2008
Skills
- Blogging
- Lead Generation
- Demand Generation
- Leadership
- Referral Network
- Online Advocacy
- Sales
- Web Analytics
- Online Social Networking
- Social Media Advertising
- SEO
- Smo
- Analytics
- Public Relations
- Sem
- Social Networking
- Brand Awareness
- Copywriting
- B2b Marketing Strategy
- B2b Marketing
- Customer Satisfaction
- Start-Ups
- Advertising
- Digital
- Strategy
- E-Commerce
- Social Selling
- Google Analytics
- Content Strategy
- Marketing Strategy
- Marketing
- Business Development
- Google Adwords Professional
- Customer Advocacy
- Digital Marketing
- Google Adwords
- Email Marketing
- Entrepreneurship
- Digital Strategy
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