Cyber attacks are on the rise, with potentially devastating effects at the personal, business, and national levels. Despite real and evolving cyber threats, people often fail to implement and effectively use basic, well-known cybersecurity technologies and practices. Further contributing to the cybersecurity problem is the shortage of security personnel to address these challenges.A critical role and force-multiplier in security adoption is the cybersecurity advocate: a security professional who has the skills to effectively promote security and facilitate positive security behavior change. Cybersecurity advocates attempt to remedy implementation failures by promoting and facilitating the adoption of security best practices and technologies as an integral component of their jobs.Currently, there is no clear career track and few resources for educating professionals on how to be good cybersecurity advocates. Furthermore, it is unclear as to what advocacy techniques may be most effective. In addition to the bias towards technical skills, these gaps are likely due to the fact that we have little understanding of the work practices and competencies that lead to successful security advocacy.