Marketing Associate Director - (Global Demand Generation) - Wolters Kluwer
Chicago, IL 60610
About the Job
The Marketing Associate Director - (Global Demand Generation), is responsible for leading and executing integrated marketing campaigns that generate demand, drive retention, and elevate the brand for Clinical Effectiveness (CE) solutions across three market segments: NA Provider, International, and Commercial
The role will manage the campaigns function, comprised of campaign managers leading the activation of brand, demand, ABM, customer marketing campaigns, and digital media.You will work closely with the segment teams to develop compelling campaign strategies, and leverage digital campaign best practices and ABM capabilities to generate new business, cross–sell, and upsell, and support customer retention
You will also drive the campaign calendar and cadence and ensure timely delivery and execution of all campaign elements
Additionally, you will analyze and report on campaign performance and optimize campaigns based on data and feedback.ESSENTIAL DUTIES AND RESPONSIBILITIES As the global generation leader in CE marketing, this new role will be instrumental in developing best in class campaign strategies across brand, demand and retention, with focus on digital marketing excellence
The campaigns function will work closely with the segment marketing leadership team, programs team, content experience team, digital experience, and operations team to manage and execute campaigns end-to-end
Global Integrated Campaign Strategy: Lead the development of global marketing campaign strategies, ensuring alignment with business objectives, cohesive messaging, and adaptation to industry and competitive trends
Understand buyer personas to define solutions across buying journeys and integrate messages across channels.Campaign Design: Develop campaign brief with standardized campaign assets, and managing the brief across the content and digital team to deliver and execute high performing campaigns across multiple channels and touchpointsCampaign Execution and Management: Manage integrated marketing campaigns with digital marketing and segment owners, and establish world-class campaign operations, including 1:1/1:few/1:many campaign orchestration.Digital Media: Craft digital media strategy to support campaign brief and in market execution, ensuring efficient reach and conversion of paid media programs
Manage relevant agencies / vendors as required.Nurture and lead scoring: Develop strategies to effectively nurture campaign responders and develop lead scoring models to move top of funnel pipeline to MQL’sAnalyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimizationLead cross functional team cadence to ensure build and execute resources across the CE team are on track to meet campaign commitments •Drive the campaign planning, execution, and measurement process, ensuring alignment with business goals and stakeholder expectationsManage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activitiesLeverage ABM campaign strategies to identify, segment, and target key accounts and decision-makers, and deliver personalized and relevant messages and experiencesStay abreast of the latest trends and best practices in brand, demand generation, and ABM, and apply them to enhance our campaigns and processes
•Manage team of campaign managersOTHER DUTIESEffective program and campaign management Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in dataPerforms other duties as assigned JOB QUALIFICATIONSEducation: Bachelor’s degree or equivalent requiredExperience: 8+ years of experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industryA history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personasExperience managing and activating global campaigns, including regional delivery models, from ideation to deliveryPeople management experience motivating and growing team skills, with a minimum of 3 direct reports previouslyProven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growthStrong knowledge and experience with ABM programs (such as Demandbase and 6sense) and tools, and ability to leverage them to create and execute targeted and personalized campaignsExperienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring modelsExperience with workflow technologies (I.e
Workfront), and proficiency with marketing analytics and reporting toolsDemonstrated experience managing global campaign briefings, build, coordination of execution, and analysis of results •Seasoned Functional Leader: Visionary people leader who will constantly grow the capability and maturity of Campaigns and ABM functions to meet the needs of a fast-growing Enterprise SaaS business
Experienced Campaign Strategist: Proven experience in campaign management with the ability to translate insights into actionable campaign plans
Experience in defining messaging strategy across the customer journey with technical and senior-level buyers.Exceptional Communicator: Skilled at articulating complex ideas clearly and persuasively
Influential leader to get things done across functions and affect change across the organization
Analytical& results oriented: Ability to leverage data to optimize campaigns and drive strategic decisions
Hold yourself and teams accountable for performance
Innovative: In-depth knowledge around campaign development best-practices, as well as a growth mindset that will help drive continuous improvement in the function
Ability to create inspirational new programs that align with business priorities and deliver results in a fast-paced, dynamic environment.Other Knowledge, Skills, Abilities or Certifications: Presence – Executive presence, working effectively with senior leadership at Wolters Kluwer, but able to roll up his/her sleeves and work effectively with all levels of the organizationStrategic Focus – The ability to see the whole picture and implement the changes today that will lead to the integrated, efficient organization desired in the futureCommitment – A trusted partner to segment leaders and marketing colleaguesCommunication – The ability to plan and deliver oral and written communications that are impactful and persuasive with their intended audiences
Everyday skills that allow for open and honest communication across the team and organization
Articulate with the ability to generate enthusiasm within the organizationBusiness Acumen – Ability to perform with insight, acuteness and intelligence; a builder with a hands-on management style and a high sense of urgencyOutstanding Work Ethic and Passion – A person with the highest moral and ethical standards, who can be relied upon to always act in the best long-term interests of the company
A personality that embraces and is excited by a challengeStrong interpersonal skills – Must be able to lead a multi-disciplinary group that is geographically distributed and newly formingTime management – Strong time management and prioritizing skills with the flexibility to recalibrate quickly according to changing requirementsTRAVEL REQUIREMENTS Up to 20% travelCompensation:Target salary range CA, CT, CO, HI, NY, WA: $147,200-$208,350SummaryLocation: USA - Waltham, MA; USA - Chicago, IL, South LaSalle St; USA - New York City, NY; USA - Chicago, IL, West Adams StType: Full time
The role will manage the campaigns function, comprised of campaign managers leading the activation of brand, demand, ABM, customer marketing campaigns, and digital media.You will work closely with the segment teams to develop compelling campaign strategies, and leverage digital campaign best practices and ABM capabilities to generate new business, cross–sell, and upsell, and support customer retention
You will also drive the campaign calendar and cadence and ensure timely delivery and execution of all campaign elements
Additionally, you will analyze and report on campaign performance and optimize campaigns based on data and feedback.ESSENTIAL DUTIES AND RESPONSIBILITIES As the global generation leader in CE marketing, this new role will be instrumental in developing best in class campaign strategies across brand, demand and retention, with focus on digital marketing excellence
The campaigns function will work closely with the segment marketing leadership team, programs team, content experience team, digital experience, and operations team to manage and execute campaigns end-to-end
Global Integrated Campaign Strategy: Lead the development of global marketing campaign strategies, ensuring alignment with business objectives, cohesive messaging, and adaptation to industry and competitive trends
Understand buyer personas to define solutions across buying journeys and integrate messages across channels.Campaign Design: Develop campaign brief with standardized campaign assets, and managing the brief across the content and digital team to deliver and execute high performing campaigns across multiple channels and touchpointsCampaign Execution and Management: Manage integrated marketing campaigns with digital marketing and segment owners, and establish world-class campaign operations, including 1:1/1:few/1:many campaign orchestration.Digital Media: Craft digital media strategy to support campaign brief and in market execution, ensuring efficient reach and conversion of paid media programs
Manage relevant agencies / vendors as required.Nurture and lead scoring: Develop strategies to effectively nurture campaign responders and develop lead scoring models to move top of funnel pipeline to MQL’sAnalyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimizationLead cross functional team cadence to ensure build and execute resources across the CE team are on track to meet campaign commitments •Drive the campaign planning, execution, and measurement process, ensuring alignment with business goals and stakeholder expectationsManage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activitiesLeverage ABM campaign strategies to identify, segment, and target key accounts and decision-makers, and deliver personalized and relevant messages and experiencesStay abreast of the latest trends and best practices in brand, demand generation, and ABM, and apply them to enhance our campaigns and processes
•Manage team of campaign managersOTHER DUTIESEffective program and campaign management Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in dataPerforms other duties as assigned JOB QUALIFICATIONSEducation: Bachelor’s degree or equivalent requiredExperience: 8+ years of experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industryA history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personasExperience managing and activating global campaigns, including regional delivery models, from ideation to deliveryPeople management experience motivating and growing team skills, with a minimum of 3 direct reports previouslyProven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growthStrong knowledge and experience with ABM programs (such as Demandbase and 6sense) and tools, and ability to leverage them to create and execute targeted and personalized campaignsExperienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring modelsExperience with workflow technologies (I.e
Workfront), and proficiency with marketing analytics and reporting toolsDemonstrated experience managing global campaign briefings, build, coordination of execution, and analysis of results •Seasoned Functional Leader: Visionary people leader who will constantly grow the capability and maturity of Campaigns and ABM functions to meet the needs of a fast-growing Enterprise SaaS business
Experienced Campaign Strategist: Proven experience in campaign management with the ability to translate insights into actionable campaign plans
Experience in defining messaging strategy across the customer journey with technical and senior-level buyers.Exceptional Communicator: Skilled at articulating complex ideas clearly and persuasively
Influential leader to get things done across functions and affect change across the organization
Analytical& results oriented: Ability to leverage data to optimize campaigns and drive strategic decisions
Hold yourself and teams accountable for performance
Innovative: In-depth knowledge around campaign development best-practices, as well as a growth mindset that will help drive continuous improvement in the function
Ability to create inspirational new programs that align with business priorities and deliver results in a fast-paced, dynamic environment.Other Knowledge, Skills, Abilities or Certifications: Presence – Executive presence, working effectively with senior leadership at Wolters Kluwer, but able to roll up his/her sleeves and work effectively with all levels of the organizationStrategic Focus – The ability to see the whole picture and implement the changes today that will lead to the integrated, efficient organization desired in the futureCommitment – A trusted partner to segment leaders and marketing colleaguesCommunication – The ability to plan and deliver oral and written communications that are impactful and persuasive with their intended audiences
Everyday skills that allow for open and honest communication across the team and organization
Articulate with the ability to generate enthusiasm within the organizationBusiness Acumen – Ability to perform with insight, acuteness and intelligence; a builder with a hands-on management style and a high sense of urgencyOutstanding Work Ethic and Passion – A person with the highest moral and ethical standards, who can be relied upon to always act in the best long-term interests of the company
A personality that embraces and is excited by a challengeStrong interpersonal skills – Must be able to lead a multi-disciplinary group that is geographically distributed and newly formingTime management – Strong time management and prioritizing skills with the flexibility to recalibrate quickly according to changing requirementsTRAVEL REQUIREMENTS Up to 20% travelCompensation:Target salary range CA, CT, CO, HI, NY, WA: $147,200-$208,350SummaryLocation: USA - Waltham, MA; USA - Chicago, IL, South LaSalle St; USA - New York City, NY; USA - Chicago, IL, West Adams StType: Full time
Source : Wolters Kluwer