Head of Marketing
1 week ago
Overview
The Head of Marketing for Economist Intelligence and Economist Impact Partnerships is a transformative role designed to lead and redefine our approach to customer engagement, making our marketing efforts more agile, responsive, and customer-centric. This role is not only about leading a team but also about being a visionary who can integrate comprehensive strategies with our business goals and customer needs, setting new standards in our industry.
Objective/Purpose of the Role
Develop and support the execution of strategic marketing initiatives that align with the business unit’s vision and goals, driving customer engagement through innovative strategies such as account-based Marketing & portfolio marketing, and ensuring cohesive brand messaging. Ensure marketing initiatives are aligned with business goals and deeply resonate with customers. Foster collaboration across departments, adapt to market trends, and leverage customer insights to drive growth, retention, and advocacy, setting new standards for marketing excellence within the industry. Accountabilities
Responsibilities of the Role
Strategic Marketing Leadership : Spearhead the development and execution of an overarching marketing strategy that aligns with the business unit's vision and goals, ensuring a customer-first approach in all marketing activities. This includes setting clear Objectives and Key results (OKR’s) to support the drive for business growth and customer loyalty. Marketing Strategy Development and Execution : Drive the creation of detailed marketing plans that incorporate audience engagement, go-to-market approaches, demand generation, cross-selling and upselling, and client retention strategies. This involves leveraging stakeholder feedback, utilising established methodologies and best practices. Lead the marketing planning process, ensuring flexibility and responsiveness to evolving market trends and organisational changes. This responsibility entails continuous monitoring and adjustment of marketing plans to align with the company’s financial objectives and market dynamics. Account-Based Marketing Implementation : Leverage the appropriate Account-Based Marketing (ABM) approach focused on engaging potential high-value clients with personalised marketing campaigns. This includes developing customised communication and engagement plans, and measuring the effectiveness of these strategies in driving sales and building strong client relationships. Portfolio Marketing Management: Generate insightful customer analytics to inform portfolio marketing strategies, supporting the creation of compelling value propositions and campaign strategies that resonate with target audiences. Maintain and demonstrate a deep understanding of market trends, customer needs, and the competitive landscape to effectively position the company’s products and services. Value Messaging and Brand Positioning: Articulate and communicate the unique value propositions of the company's offerings, developing clear and compelling messaging that highlights the benefits and differentiators of our products and services. Ensure consistency in value messaging across all marketing channels and touchpoints, reinforcing the company’s brand identity and value to customers. Collaboration with Sales and Product Management: Establish and maintain strong collaborative relationships with the sales and product management teams to ensure alignment between marketing strategies and sales objectives, as well as product development. This involves regular strategic discussions to understand their challenges and objectives, translating product features into marketing narratives, and ensuring that marketing efforts support product adoption and sales performance. Experience, skills and professional attributes
Experience Required for the Role
Extensive experience in strategic marketing leadership within B2B and/or SaaS environments, demonstrating a track record of success in leading marketing transformations focused on market engagement. Proven expertise in developing and executing Portfolio marketing strategies. Understanding of Account-Based Marketing strategies Strong analytical skills for portfolio marketing and generating customer insights, and a strong foundation in brand and value messaging across multiple channels. Experience in cross-functional collaboration, especially with sales and product management teams. History of managing large-scale marketing programs and adapting to market and organisational changes. Leadership ability with a track record of influencing and driving innovation in marketing practices.
Skills Required for the Role
Expertise in portfolio or product GTM marketing along with a strong understanding of B2B marketing dynamics. Advanced analytical and research skills to generate actionable customer insights. Proficiency in developing compelling value propositions and brand messaging. Strong collaboration and communication skills for cross-functional teamwork. Ability to manage large-scale marketing programs and adapt strategies as needed. Innovative mindset with a focus on leveraging technology in marketing strategies. Excellent project management skills, with attention to detail and deadlines.The Economist Group values diversity. We are committed to equal opportunities and creating an inclusive environment for all our employees. We welcome applicants regardless of ethnic origin, national origin, gender, gender identity, race, colour, religious beliefs, disability, sexual orientation , age or marital status.
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