Account-Based Marketing Campaign Lead, Assistant Vice President

3 weeks ago

London, UK, United Kingdom State Street Corporation Full time
Background and Role summary
The Account-Based Marketing (ABM) Campaign Lead will be the face of the ABM Centre of Excellence (CoE) and responsible for developing the strategy, messaging and adoption of an ABM approach to support the global and commercial coverage revenue priorities. In this full-time position, you will play a key role in developing a CoE for Account-Based Marketing and providing best-in-class ABM adoption, inspiration, awareness and education to the commercial coverage and product marketing teams. You will take a lead in determining the ABM approach for global commercial campaigns and provide the frameworks, best practice and guidance to the coverage marketing teams to help them leverage an ABM approach to support regional business priorities. A key part of the role is to embed our One State Street value proposition across the ABM approach to deliver greater impact from a more comprehensive State Street solution set. The role reports to the Commercial Coverage and ABM Manager and forms part of a small team. In this role you will be required to work collaboratively with commercial coverage marketing leads, product marketing leads, customer insights and analytics, marketing channel leads and, if necessary, third-party contractors or agencies to deliver the projects according to plan.

Responsibilities include (but not limited to):
From an account-based marketing campaign management perspective:
  • For core global commercial campaigns take a lead in the ABM campaign development from beginning to end, including account selection, insights, strategy development, plan, reporting and budget management. Work closely with the ABM Performance Lead on determining optimal marketing channel mix and tactics.
  • Work closely with product marketing teams to customized value proposition messaging and content to meet the needs to the ABM accounts.
  • Estimate the resources and timescales needed to achieve marketing campaigns and project goals.
  • Build a scalable approach so the global commercial ABM campaigns can be scaled to additional accounts within the coverage areas.
  • Work with client-facing stakeholders to agree on ABM campaign goals and KPIs that track back to business revenue goals.

From an account-based marketing CoE perspective:
  • Establish a center of excellence for innovative, one-to-few account-based marketing to empower and enable commercial coverage marketing leads to run ABM campaigns which supports the reginal business priorities.
  • Set up ABM frameworks, toolkits that provide guidance for marketing teams on how an ABM strategy and approach can be used most effectively to support business growth. This may include organizing ABM training for various team members globally.
  • Provide guidance on account selection and criteria for ABM campaigns.
  • Work with our ABM agency, as well as commercial coverage and product marketing leads to create a bank of assets for core revenue campaigns and product themes that can be personalized and adjusted across various coverage client portfolios.
  • Work with analytics team to create a consistent measurement and reporting framework for ABM activity that tracks the campaign effectiveness against ROI.

Profile Requirements
  • Relevant marketing and communications experience, preferably in a B2B financial services and / or technology organization (At least 5 years)
  • Commercially minded with a track record in marketing campaign management with high growth targets / ambitious objectives while delivering the brand message across appropriate marketing channels
  • Experience of paid media planning and buying, and subsequent evaluation
  • Experience in B2B lead and demand generation
  • Experience managing third parties to deliver high quality projects to plan and on budget
  • Account-based marketing experience, with a good understanding of the different strategies, one to one, one to few and one to many
  • You must be digital through and through, and understand the full channel mix
  • Working, communicating and influencing with senior levels in an organisation
  • Working in cross cultural environments with an ability to operate on their own, as part of a team and globally (preferred)
  • Flexible hours may be required to manage projects across regions / time zones

Key Skills
  • Strong communication skills - your role will include presentations to business stakeholders
  • Ability to influence and manage senior stakeholders
  • Project management and a good understanding of marketing deliverables and timeframes
  • Strategic, critical thinking and problem-solving abilities
  • Demonstrated accuracy and high attention to detail
  • Highly proficient with Microsoft Office (Word, Excel, PowerPoint, Outlook)

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