James is the Director of Customer Marketing at Planview, where he supports the Retention Marketing and Advocacy teams as they manage strategic initiatives that transform customer relationships into measurable business value. With extensive experience in the B2B SaaS industry, including Advocacy roles at Clarizen and Apttus. Throughout his career, James has specialized in building programs that nurture and amplify customer relationships, turning advocacy and targeted customer campaigns, into a powerful growth engine. More recently, with the proliferation of AI across SaaS, James and his team have been building AI workflows and Agents, and making their tools available to Planview's Sales, Customer Success and Product Management teams. His data-driven and process-oriented approach to customer marketing proves that when organizations re-invest into customer relationships and experience, the ROI follows.