Wolters Kluwer N.V.
Marketing Associate Director - (Global Demand Generation)
Wolters Kluwer N.V., Waltham, Massachusetts, United States, 02254
Marketing Associate Director - (Global Demand Generation)
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 RESPONSIBILITIESGlobal 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 manage the brief across the content and digital team to deliver and execute high performing campaigns across multiple channels and touchpoints.
Campaign 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 MQLs.
Analyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimization.
Lead cross-functional team cadence to ensure build and execute resources across the CE team are on track to meet campaign commitments.
Manage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activities.
Leverage ABM campaign strategies to identify, segment, and target key accounts and decision-makers, and deliver personalized and relevant messages and experiences.
Stay abreast of the latest trends and best practices in brand, demand generation, and ABM, and apply them to enhance our campaigns and processes.
OTHER DUTIESEffective program and campaign management.
Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in data.
Performs other duties as assigned.
JOB QUALIFICATIONSEducation :Bachelor’s degree or equivalent required.
Experience :8+ years of experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industry.
A history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personas.
Experience managing and activating global campaigns, including regional delivery models, from ideation to delivery.
People management experience motivating and growing team skills, with a minimum of 3 direct reports previously.
Proven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growth.
Strong 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 campaigns.
Experienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring models.
Experience with workflow technologies (i.e. Workfront), and proficiency with marketing analytics and reporting tools.
Demonstrated experience managing global campaign briefings, build, coordination of execution, and analysis of results.
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.
TRAVEL REQUIREMENTSUp to 20% travel.
Compensation:Target salary range CA, CT, CO, HI, NY, WA: $147,200-$208,350.
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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 RESPONSIBILITIESGlobal 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 manage the brief across the content and digital team to deliver and execute high performing campaigns across multiple channels and touchpoints.
Campaign 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 MQLs.
Analyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimization.
Lead cross-functional team cadence to ensure build and execute resources across the CE team are on track to meet campaign commitments.
Manage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activities.
Leverage ABM campaign strategies to identify, segment, and target key accounts and decision-makers, and deliver personalized and relevant messages and experiences.
Stay abreast of the latest trends and best practices in brand, demand generation, and ABM, and apply them to enhance our campaigns and processes.
OTHER DUTIESEffective program and campaign management.
Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in data.
Performs other duties as assigned.
JOB QUALIFICATIONSEducation :Bachelor’s degree or equivalent required.
Experience :8+ years of experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industry.
A history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personas.
Experience managing and activating global campaigns, including regional delivery models, from ideation to delivery.
People management experience motivating and growing team skills, with a minimum of 3 direct reports previously.
Proven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growth.
Strong 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 campaigns.
Experienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring models.
Experience with workflow technologies (i.e. Workfront), and proficiency with marketing analytics and reporting tools.
Demonstrated experience managing global campaign briefings, build, coordination of execution, and analysis of results.
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.
TRAVEL REQUIREMENTSUp to 20% travel.
Compensation:Target salary range CA, CT, CO, HI, NY, WA: $147,200-$208,350.
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