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Senior Marketing Manager

4 months ago

Old Toronto, Canada Creative Niche Full time

As a Senior Marketing Manager you will be responsible for planning, organizing, and executing on specific programs or campaigns for a group of accounts, with the focus of generating further opportunities and ultimate growth within current clients.

Planning and advising:

  • Deep knowledge of the accounts, changes and insights to inform initiatives.
  • Proactively engage with the direct and indirect sales teams to coordinate, communicate, and optimize the impact of marketing activities.
  • Segment database in relevant verticals or regions
  • Using data, recommend approaches, best practices and optimizations to improve performance against different goals.
  • Work with sales to identify gaps in key personas and contact information within strategic accounts; develop data and insight strategy to add key personas and contacts within accounts.
  • Collaborate with the global Account-based Marketing Program team to create and gain consensus for cross-portfolio GTM plans and marketing plays in alignment with strategic product mandates and sales directives, as well as look for synergies.
  • Develop and maintain comprehensive account profiles and target personas; oversee a database of named contacts to align marketing and sales in defining the target audience required to achieve account goals.
  • Lead and build marketing plans consisting of multi-touch, multi-dimensional programs including both inbound and outbound tactics as well as managing 3rd party vendors to meet pipeline requirements of account segments.
  • Interface with sales to determine sales enablement needs, and work with product/solution marketing to develop tools, programs in a box, training and content.
  • Communicate and educate the sales team regarding new and planned marketing activities.
  • Track lead flow to ensure the appropriate sales channels are following up on marketing in a timely manner.
  • Define and monitor ABM scoring and attribution.
  • Develop comprehensive paid media strategy based on target accounts, buying intent, campaign type and moment on the journey.
  • Deploy ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using various channels including digital, events, and social media.
  • Track and analyze the campaign effectiveness to determine ROI and prioritize resources. Own and share the analysis and reporting on the success of campaigns with leadership.
  • Engage with Product Marketing, Field Marketing, Marketing Ops as well as Center of Excellence

Process & Alignment

  • Find ways to simplify the process to speed up time to launch.
  • Identify opportunities to improve marketing effectiveness through better targeting.
  • Document and communicate processes across different teams.
  • Engage with Center of Excellence to pull from existing resources or assets.
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