Summary
The Marketing Programs Professional supports demand generation, value selling, campaign creation, strategy consultation, and brand awareness marketing initiatives for the business unit(s) in their area of responsibility. The Marketing Programs Professional serves as the marketing strategist between the business unit and the Global Marketing Team. This person will work with stakeholders in our matrix organization on planning, implementation, execution and reporting of a wide variety of marketing initiatives, including digital marketing, affiliate marketing, outbound teleprospecting campaigns, sales tools, and direct marketing initiatives.
The Marketing Programs Professional is responsible for: 1) being the primary contact for a majority of marketing initiatives for segment and business unit managers, 2) collecting input from the business units and coordinating the development of marketing content and sales tools 3) planning, executing and reporting on marketing initiatives, then using learnings to drive growth and enhance approach and 4) developing comprehensive campaigns for outbound teleprospecting.
Essential Duties and Responsibilities
Content Creation
-Guides the development of marketing content, sales tools and demand generation initiatives in their business of focus.
-Works with segment and business owners to define what customer-facing content is needed and serves as the expert resource for development.
-Builds and executes on existing processes to collect technical data and input from technical experts and supports with the packaging of that information as marketing content.
-Supports with the development and writing of new content, including white papers, videos, animations, infographics, case studies and webinars.
Sales Execution Support
-With the segment and business owners, develop content to support the conversion of leads to quotes and orders, including value ROI calculators, customer presentations and other sales tools.
-Supports as the lead marketing resource for product launch initiatives, from the initiative planning process through execution and reporting.
-Champions CRM database management, qualification, and segmentation processes with commercial teams to drive adoption and improve targeted marketing efforts
Campaign Management
-Creates outbound teleprospecting campaigns and the associated support materials for successful conversion of phone calls to leads including a strong value proposition, defined contact segments, and concise scripts.
-Enhances marketing efforts through effective, dynamic segmentation of audiences by leveraging defined CRM segmentation system to build industry, end-user, and job function specific contact populations to achieve business goals with email marketing.
Strategic Consultation
-Serves as the expert on value proposition development for the business and uses value propositions to support and drive branding initiatives.
-Aligns marketing strategy to business efforts with policy deployments, ensuring agility to support strategic initiatives
-Leads the development and implementation of the global integrated marketing plan for the Business Unit, including strategy for messaging, targeting, and deployment of industry segmented campaigns, content, and sales tools
-Functions as an internal consultant to develop strategies for lead generation, nurturing, and conversion to sales with business units
-Serves as the official line of communication between the centralized global Marketing team and commercial teams
-Fosters the relationship between sales and marketing through the development of new sales lead programs, sales tool development, and innovating new ways to deliver content to sales reps
Cross-Functional Collaborator
-Initiates multi-media projects to ensure relevant inputs, including videography and photography coordination, for comprehensive visual collateral for all segments.
-Collaborates with the eBusiness team to determine the best ways to distribute newly developed content and then executes on those programs, including Paid Search campaigns, SEO optimization, and website content improvements.
-Reports on marketing initiatives for the responsible business unit, and relays results and recommendations for future marketing initiatives to the business unit leadership.
-Engages with customers to build commitment to use their information in case studies and publishes final case studies across multiple channels.
Qualifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
Education and/or Work Experience
-BS/MS Degree in Business Administration, Marketing, Management, Communications, MIS or similar.
-3-5 years working in a B2B marketing role either on agency or client side.
Technical Skills/Physical Requirements
-PC/desk work including reading/typing. Ability to work flexible schedules/extended hours on occasion to collaborate with partners in Europe and Asia. Occasional travel to visit customers or consultants.
-Ability to travel globally -10% of the time.
-Track record of success building and executing marketing initiatives.
-Use of MS Dynamics is preferred.
-Strong leadership skills with the ability to communicate business requirements, drive change and work with others to achieve results.
-Self-starter, highly motivated with excellent business-wide communication skills.
-Proficient computer skills. Familiarity with Microsoft Office Suite.
-Ability to quickly acquire knowledge of technical products.
-Experience collaborating with various stakeholders in a global environment a plus with the ability to counsel and influence stakeholders at all levels of the organization."-
