Reporting to the Senior Vice President of Commercial Products and Marketing, this executive will lead a team with direct responsibility for all demand generation for the commercial (B2B and wholesale) organization. Working very closely with the executive team, the Vice President of Demand Generation will develop annual strategic and tactical business plans that are consistent with, and supportive of, our Business growth agenda. She/He will be a key member for driving the company’s most critical measures of performance and success: (1) new customer acquisition; (2) existing customer retention and satisfaction; and (3) cross-selling/up-selling additional solutions to existing customers.
The Vice President will be responsible for identifying and executing strategic opportunities to drive sales through the analysis of market dynamics, customer behavior, marketing and promotion. He/She will manage the development, implementation and assessment of customer acquisition and sales generation-related strategies, including channel selection, promotion design, demand analysis, and market/customer segmentation. This executive will aim to drive revenue and subscriber units while also balancing profitability for the marketing team.
Primary responsibilities include:
Create and track demand generation performance, quality and business impact through key metrics, measured on a closed loop from the unknown market to qualified leads and closed sales.
Improve the quantity, quality, and velocity of leads from demand channels and ensure a best-in-class lead to sales conversion performance.
Identify, implement, test, measure, and optimize new growth tactics and marketing channels, staying on top of market trends and new opportunities
Define and develop lead nurturing campaigns based on target buyer personas and real-time measurements based on lead quality and conversion.
Implement Account Based Marketing using best in class AI based demand generation technologies.
Plan, lead, and measure all demand generation-activities, including webcasts, lead nurturing, marketing automation, and trigger-based emails
Collaborate with internal stakeholders to create a content marketing strategy that aligns with the buyer’s journey
Develop a data-driven process to demand generation, by identifying and analyzing customer marketing, digital, and operational information.
Strong use of analytics to report on all marketing funnel activities and assess against KPIs and ROI goals
Embrace customer data including behavior, lifetime value, retention, and migration
Use marketing data to better address segmentation, campaign effectiveness, price and promotion
Gather and assess traffic and conversion information from all channels to help improve engagement online and offline
Accurately forecast demand and sales in concert with spend
Work closely with team to further define and implement optimal lead management processes and resources- including taxonomy, lead flow processes, SLA requirements with sales, SFDC compliance
Partner with the various departments within the Company to help with cross-functional sales initiatives and requirements.
Organize and communicate consistent, actionable, accurate enterprise reporting, including the development and support of reporting dashboards and platforms.
Build, empower, and mentor a strong and high performing team.
Background and Skills
This executive will be a data-driven marketing executive with clear understanding of the demand generation function and its importance in driving revenue. The individual will be a thoughtful, disciplined, and metrics-driven leader with experience leveraging systems to achieve success and meet revenue objectives. The successful candidate will have experience leading a company through a transformation into a period of successful and rapid growth. He/She must be proactive, confident, assertive, and a team player.
Experience and Requirements:
Minimum of 5 years’ experience with demonstrated results in demand generation B2B marketing.
Deep Marketing Automation expertise (preferably Marketo) – campaign creation, reporting, analytics and integration between systems.
Deep expertise in building and executing demand generation campaigns focused on driving marketing and revenue funnel metrics.
Exceptional analytical skills with the ability to measure performance, evaluate results, and implement necessary adjustments.
Superb presentation and communication skills and experience, and enjoying reporting out to and collaborating with stakeholders across the business
Experience and knowledge of implementing and using Account Based Marketing (ABM) technologies.
Ability to understand and take action on data and analytics.
Proven success setting strategies and executing for results
Experience managing teams including career development, directing and evaluating work
Have experience working in a fast-paced, high growth , team-oriented environment
Able to work well under pressure while maintaining a positive and professional demeanor
Take ownership, focus on solving problems, and demonstrate a high level of accountability
Bachelor’s degree required, MBA or advanced degree is a plus.
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