Customer Marketing Manager

Position Overview

The Customer Marketing Manager's primary goal is to support retention and expansion of Encore’s various segments/verticals, channels, and EMEA geographies. The Customer Marketing manager 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. With internal marketing and sales leadership, the Customer Marketing Manager, will build and activate the industry marketing and sales enablement plans-across content, communications, digital channels, events, PR, and thought leadership. The Customer Marketing Manager will also focus on developing and executing marketing plans and sales enablement tools for priority industry customers aligned with GSO and Venue Sales, complementing product marketing and brand marketing strategies. In this capacity the Customer Marketing Manager role will work closely with key functions within the Marketing team and across other internal departments. owns the development and implementation of integrated marketing plans to deliver against brand and business objectives for Encore. This position has overall accountability for marketing planning and content creation, playing a key role in the strategic development and execution of brand and content initiatives. They will manage the execution of marketing plans while also managing the marketing calendar for content distribution across marketing channels including website, email, social media, and paid ads, reporting directly to the Director, Marketing & Customer Engagement. 

Key Job Responsibilities 

Customer Marketing Management and Sales Enablement

• 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 thier 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. (e.g. blogs, digital, social, direct, etc.).

• 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. Work with the Digital Marketing, Brand/Communications, and Industry Relations teams as appropriate to activate.

• 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 (e.g. nurture campaigns, white papers, case studies, testimonials, content marketing articles, email, video content, infographics, etc.).

• 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 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 in the marketplace.

Job Qualifications

• 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

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 based in an office environment and when traveling, on an individual venue or a representation of venues in that city or area.

The above information on this description is not necessarily an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned.