Function and Key Responsibilities
This person crafts and executes the digital marketing and successful demand generation programs for all of 411Locals product lines, while collaborating closely with product marketing, sales, and external partners and vendors.
They will take full ownership of integrated campaigns, uncover new opportunities, move quickly, and has a strong appetite for growth.
Their efforts will lead to improving the product/service offers, optimize the cost of fulfillment, achieve fast results, and increase retention.
Scope
In full scope, they are to plan and execute the end-to-end digital marketing and demand generation programs, which include, but are not limited to, digital marketing campaigns, emails, nurtures, paid media, content syndication, webinar programs, etc.
Further, the will own developing and executing innovative, multi-channel campaigns to drive enterprise higher quality leads, and improved sales pipeline, while closely monitoring conversion rates and optimizing campaigns at each stage of the entire funnel with the sales team.
This requires a comprehensive marketing plan that is communicated internally to the business on a regular basis, with progress and results, and with support of leaders throughout the organization.
Common Responsibilities include:
- Develop, maintain and execute demand generation plans aligned with business goals.
- Develop a deep understanding of customers, products and the buyer’s journey on a global scale.
- Work closely with other departments to build cross-functional cohesion on all channels including email, social, and all digital properties.
- Present to upper management to get buy-in and secure budgets, as well as report results.
- Create personas tied to specific customer needs and preferences.
- Grow distribution across all channels, not just owned channels including affiliate relationships, vendor relations, and strategic partnerships
- Developing a detailed and profound understanding about the company, and internal/external clients behavior from the point of view of the Division, team member and customer’s reason and motivation to buy, like, stay, and leave.
- Create a marketing strategy that ensures regular content reaches the right part of the sales funnel at the right time.
- Collaborate with sales and all of marketing builds systematic programs that support sales enablement.
- Leverage marketing automation and lead management to streamline, automate and measure all marketing tasks and workflows to lessen labor costs and create efficiency lifts throughout the organization
- Measure, analyze, and report campaign performance.Continuously educating themselves on the trade
- Developing and leading the people in his/her team in the skill and art of the trade of digital marketing and demand generation, to be able to take more responsibility, and be ready to step up, as part of succession plans and /or to grow the operation on a global scale
- Participating in forums, projects, focus groups, etc.
with other division and department heads.
- Collaborating with Recruiting, Training, and QA on designing and calibrating the requirements for selection, training and quality assurance of the personnel.
- Creating, complying with, and implementing policies, procedures, job descriptions, and guidelines which involves their respective department.
- Managing risks for the company which are generated by or can be managed by the department.
- Disputing and escalating wrong decisions, evaluations, and policies and practices if they are not in the interest of the customer, company, and staff.
- Reporting and taking action to prevent and minimize anything that might damage the interests of the customer, the company, and the staff, using the provided channels.
- Protecting company’s interest and reputation in all activities.
Work Conditions
- Work from home is acceptable for this position.
- Travel is expected no more than 6 months per year.
Key Performance Indicators:
- Maintain a Cost per Acquisition (Total Ad Spend / Total Attributed Conversions or Deals) at a progressively improving / profitable rate
- Cost per Lead progressively improving / profitable rate
- Customer satisfaction survey results above benchmark
- Create and maintain Marketing Budgets on a weekly, monthly, and quarterly basis
- Development of new lead sources that produce net positive leads / customers through demand generation efforts
- Launching of expanded demand generation efforts into two new countries by EOY 2020
Minimum Requirements:
- Master’s Degree in the field of Business Management with a focus on Marketing preferred.
- Minimum of 5+ years of relevant experience developing & executing B2B digital marketing strategy.
- Experience implementing process improvement initiatives in a production environment
- Applying change management principles to drive a change in culture with a goal of developing customer obsession within the department
- Strong Project Management skills
- Must be a change agent with the ability to collaborate, influence and challenge at all levels, front-line associates and senior leadership
- Strong ability to drive results, possessing a relentless customer focus driven by an innate quality that believes in being an advocate for customers
- Possess an agile mindset to support incremental, fail fast, quick convergence to success
- Understands how to leverage technology to drive customer experience
- Ability to segment and analyze relevant data
- Excellent training, presentation, communication skills (both oral and written) with a credible presentation style
- Experience running multi functional and multi departmental fast fulfilment fulfilment/production department
- Experience in multi disciplined digital agency
- Experience in growing teams fast
- Experience running teams of 80+ multi cultural teams
- Perfect knowledge of American culture and small business owners mindset
- Previous experience in Asia or Europe would be a plus but not mandatory
- Willingness to travel extensively on 3 continents (up to 50% of the time)
- Understanding of P&L
- Someone with proven track record of projects execution within +_ 10%