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Marketing and Sales Enablement Specialist

2 months ago

Uxbridge, United Kingdom Encore Canada Full time
Job Description

Job Summary:

The Customer Marketing Manager will play a key role in supporting the retention and expansion of Encore Canada's various segments, channels, and geographies. This position will lead the marketing, positioning, and messaging for Encore Canada, developing strong relationships with customers through engaging marketing campaigns and growth of client direct account revenues.

Key Responsibilities:

  • Customer Marketing Management and Sales Enablement:
    • Develop an understanding of the industry-specific challenges that Encore Canada customer personas are facing and how Encore Canada services, solutions, products, and other capabilities can help drive their business results.
    • Serve as a key partner and own the marketing relationship with the Sales & Production organization to proactively strategize and lead development of the appropriate content, resources, and tools to win business.
    • Develop relevant assets and activation for a coordinated go-to-market program to serve specific customer initiatives.
    • Fully understand our personas, their pain points, and journeys, and develop tailored content for presentations, sales training, product sheets, case studies, presentations, sales tools, and blogs.
    • Support client direct efforts of the GSO team through vertical industry-specific marketing activities to grow existing account revenues and acquire new accounts.
  • Positioning, Messaging, and Ongoing Support:
    • Create scalable go-to-market content and strategic campaigns for a diverse set of prospective customer personas, geographies, and segments/verticals, helping to better target our content accordingly via paid, owned, and earned channels.
    • Oversee marketing plans, tools, and other program development for priority customers and industry partners and execute through key elements of the marketing mix – e.g., digital marketing, direct marketing, social media, other advertising, thought leadership, industry relations, etc.
    • Create marketing campaigns and assets that inspire and influence priority personas/customers to partner with Encore Canada and deliver propositions that enhance and add value to Encore Canada products and services.
    • Oversee marketing plans, tools, and other program development executed through key elements of the marketing mix – e.g., digital marketing, direct marketing, social media, other advertising, thought leadership, industry relations, etc.
    • Work with the Digital Marketing, Brand/Communications, and Industry Relations teams as appropriate to activate.
    • Activate strategies including leading cross-functional work teams and directing internal creative resources and external agencies (where needed) to develop and deploy assets.
    • Partner with the Product Marketing team to identify, develop, and maintain marketing/sales tools for core event technology – e.g., demos, sales guides, vision templates, brochures/sell sheets, presentations, proposal boilerplate content, videos, email campaigns, website content, etc. to support new/existing products, communicate the value props, and help close sales.
    • Ensure tailored content for key customer stakeholder groups – e.g., event planners and venue partners.
  • Measurement and Reporting:
    • Provide analytics/insights demonstrating the value of marketing programs and channels. Adjust strategies accordingly to improve resource allocation, customer acquisition, revenue generation, etc.
    • Develop performance metrics and track progress for key KPIs and objectives relating to the strategic marketing plan to increase industry sector penetration and to grow revenue.
  • Marketing Planning and Project Management:
    • Provide strategic leadership and development of integrated marketing plans including web pages, blogs, emails, case studies, contributed articles, social media, lead nurturing campaigns, sales collateral, and tools, advertising, and sales presentations to support products and drive revenue.
    • Oversee the entire lifecycle for projects and campaigns, ensuring deliverables are timely and on budget.
    • Maintain the overall marketing calendar and work closely with Digital Marketing, Communications, and Industry Relations teams to execute campaigns.
    • Monitor and report on success of marketing campaigns.
  • Content Development and Management:
    • Contribute to content strategy for Encore Canada alongside Communications Manager; oversee writing and production of relevant content and work with Digital Marketing team to distribute/amplify via paid, owned, and earned channels.
    • Develop assets (white papers, content marketing articles, newsletters, email, social media, and video content, infographics, etc.) for customers and industry partners (who will amplify our messages).
    • Develop content for trade publication submission, press releases, client/prospect newsletters, and other efforts which generate awareness and understanding of Encore Canada in the marketplace.

Job Qualifications:

  • Education:
    • Bachelor's Degree, preferably in Business, Marketing, or related field of study.
  • Experience:
    • 5+ years of experience in a Customer Marketing or Product Marketing in B2B organizations.
  • Skills:
    • Experience setting strategy, building plans, and driving hands-on execution and accountability for results.
    • Experience working closely with a Sales function, with a strong affinity for team success.
    • Strong track record developing/executing integrated marketing plans and evaluating performance against metrics.
    • Expertise leading cross-functional teams (and agencies) to develop/deploy product positioning, marketing plans, sales enablement tools, and marketing mix execution for new and existing products.
    • Exceptional communications skills in writing internal and external marketing communications, including content creation.
    • Experience developing and deploying the full range of marketing mix options to launch new and support existing products/services – sales enablement tools, website content, direct marketing, thought leadership, industry relations, etc.
    • Hospitality experience a plus.
    • Ability to manage multiple projects simultaneously across competing priorities.
    • Excellent project management skills.

Competencies:

  • Deliver World Class Service:
    • Hospitality.
    • Ownership.
  • Do The Right Thing:
    • Demonstrates Self-Awareness.
  • Drive Results:
    • Ensures Accountability.
  • See The Big Picture:
    • Decision Quality.
    • Manages Complexity.
  • Value People:
    • Collaborates.

Work Environment:

Office.

Work is performed primarily in an office environment. Working times may include irregular hours and on-call status including days, evenings, weekends, and holidays. Team members must adhere to appearance guidelines as defined by Encore Canada based in an office environment and when traveling, on an individual venue or a representation of venues in that city or area.