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Customer Marketing Manager
2 months ago
Job Summary:
The Customer Marketing Manager will play a key role in supporting the retention and expansion of Encore's various segments, channels, and geographies. This position will lead the marketing, positioning, and messaging for Encore EMEA, developing strong relationships with customers through engaging marketing campaigns and growth of client direct account revenues.
Key Responsibilities:
- Develop an understanding of the industry-specific challenges that Encore customer personas are facing and how Encore 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 and deliver propositions that enhance and add value to Encore products and services.
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.
Content Development and Management:
- Contribute to content strategy for Encore 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).
Requirements:
- Bachelor's Degree, preferably in Business, Marketing, or related field of study.
- 5+ years of experience in a Customer Marketing or Product Marketing in B2B organizations.
- 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.
