In this episode, I welcome a guest whose name echoes across the halls of global customer advocacy: Pascale Royal, Director of Customer Marketing at F5, with an extraordinary track record at Coupa, ServiceNow, and Citrix.

From ballet-inspired precision to orchestrating flagship events, executive councils, and storytelling programs, Pascale has elevated customer marketing into an art form. I admit to fangirling as Pascale shares her global journey—from APAC to EMEA to North America—breaking silos and connecting people through advocacy that lasts.

Together, we explore what it takes to scale global advocacy without losing soul, why sentiment trumps systems at the start of any program, and how localization is both a sign of respect and a strategic advantage. Pascale’s “magic wand” moment was my aha moment on this podcast and is something you shouldn't miss.