Advocacy Rewired: 2025 & Beyond.
Jeni Asaba, Head of Community at Jamf, on what modern customer advocacy really looks like - moving beyond points, swag and transactional “asks” to genuine relationship building.
In this episode of Trusted Voices, Emma Roffey sits down with Jeni Asaba, Head of Community at Jamf, to unpack what modern customer advocacy really looks like. Together they move past the transactional playbook of points and swag to ask a harder question: what makes someone genuinely want to show up for your brand?
They explore why advocates become an extension of your brand when they feel seen and valued, how community connection fuels the “magic,” and which skills matter most for advocacy leaders. Jeni shares how Jamf brings customers together, how advocacy can level up customers' careers, and where AI could help spot and close connection gaps before they widen.
About the guest
Jeni Asaba leads community at Jamf, where she's built programmes that bring customers together around shared purpose rather than transactions. Her focus is relationship-first advocacy - connection, recognition and career growth for the people who champion a brand.
- Advocacy is shifting from transactional asks - points, swag, one-off favours - to genuine, lasting relationship building.
- Advocates show up as an extension of your brand when they feel genuinely seen and valued.
- Community connection is the “magic” - it's what turns customers into invested participants.
- Done well, advocacy levels up customers' own careers, not just the brand's pipeline.