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B2B Marketing Manager

2 months ago

Etobicoke, Canada AutoTrader.ca Full time

We are in search of a sharp, ambitious, passionate and experienced B2B Marketing Manager, to join our AutoTrader.ca business division, Canada’s largest and most trusted online automotive marketplace. In this role, you will unite with a dynamic, first-rate team of marketers, with over 25 years of combined experience in B2B Marketing. The successful candidate will work directly with our Director of B2B Marketing to strategize and plan both owned and supported initiatives and collaborate with a skilled group of subject matter experts, to execute a range of marketing, communication and promotional deliverables, including but not limited to product launches, sales campaigns, content marketing and demand / lead generation, targeting automotive dealership and manufacturer audiences.

If you’re motivated by the prospects of spreading your wings and growing professionally, and you have a strong results-driven mindset, with excitement and curiosity about all things marketing, this is an ideal opportunity for you to join a mighty team, that’s passionate about delivering value to our internal and external customers, with an acute focus on driving business results.

Your typical day involves cross-functional collaboration with peers across product, commercialization, go-to-market and sales functions, providing ample opportunity to showcase your marketing prowess. Through these interactions, you will identify opportunities to leverage a variety of marketing, communication, promotional, and sales enablement tactics to the mix, tapping into readily used channels, including email, social, search, website, content, sales enablement and more. With countless exciting initiatives in our pipeline, the opportunity to grow and learn is endless

Responsibilities

- Quarterback marketing, communication and promotional campaigns supporting new product launches and feature enhancements spanning the entirety of our AutoTrader.ca Marketplace product portfolio. Duties consist of compelling value proposition development, thoughtful and relevant positioning statements, brainstorming and pitching brand identity options, curation of sales enablement tools and first-rate marketing materials, including pitch decks, sell sheets, talk tracks, FAQs, prospecting emails, campaign landing pages, and marketing / product explainer videos.

- Strategize, plan, and curate content through closed collaboration with internal and external team members, aligned to our content calendar, monthly / quarterly sales focus, consumer research initiatives, business objectives and product launches / feature enhancements, through a combination of written and creative content, including videos and infographics.

- Oversee lead generation efforts, leveraging established channels and tactics, driving year-over-year growth to reach, impressions, conversion and results. Explore, recommend and action fresh opportunities to drive a tangible lift to inbound leads and ensuing sales opportunities. Deliver strategic enhancements to our lead nurturing program, leveraging marketing automation and sales optimization platforms (Marketo and Salesforce).

- End-to-end oversight of organic and paid social activations, principally actioned though LinkedIn, targeting a combination of followers and custom audiences, aligned with thought leadership program outputs.

- Execute planned email campaigns and ad hoc communication requests, independently or through collaboration with internal subject matter experts, including content curation, development of responsive layouts with creative alignment to established brand parameters and audience segmentation, leveraging a combination of Stripo, Salesforce and Marketo software and service platforms.

- Routinely host scripted podcast style video interviews with automotive industry experts, both on- and off-site, through a strategic deep dive into consumer research results or emerging market trends. Provide oversight for post processing of video content.

- Effectively delegate work across internal and external talent, where applicable, via thorough briefings. Schedule work for direct reports with a keen eye on capacity. Day-to-day oversight of capacity, proficiency and quality of output, routinely providing timely and thorough reviews of completed work assignment, ensuring attention to detail and consideration of wider business impact.

- Leverage a variety of reporting platforms, primarily Google Analytics, to measure campaign success and identify and recommend optimization opportunities to apply into future initiatives. Gather and document detail of completed initiatives in monthly executive / board reports.

- Scout prospective new talent and conduct interviews, as necessary and when applicable, for any open positions within the B2B Marketing team. Gather all relevant detail obtained through job interviews and provide a thorough briefing and recommendation for next steps.

Qualifications

- University degree or college diploma in Marketing, Digital Marketing, Communications, or a relevant discipline

- 7+ years of progressive experience in B2B Marketing, ideally in a software / SaaS business

- Minimum of 3 years of experience in a middle management / leadership position

- Experience managing direct reports, including day-to-day oversight of capacity, proficiency and quality of output

- Proficiency with Microsoft Office Suite, including Word, PowerPoint and Excel; working knowledge of Adobe Creative Suite is a bonus

- Background in managing social platforms (LinkedIn, Facebook, Instagram), paid channels (Google Ads, LinkedIn Advertising), marketing automation (Marketo), customer relationship management utilities (Salesforce), reporting tools (Google Analytics), and content management / website administration (WordPress)

- Strong Digital Marketing experience, specifically in the B2B space, with proficiency supporting product launches as well as sales campaigns, and executing high ROI initiatives and digital tactics

- Ability to operate in a fast-paced business setting, standing up marketing, promotional and sales enablement tools with aggressive timelines across multiple product lines

- Excellent writing and editing skills with attention to detail and a solid understanding of potential wider business impact

- Exceptional problem-solving, presentation and interviewing skills, with experience narrating videos and hosting podcasts (or similar)

- Exceptional interpersonal skills to effectively navigate cross-functional work involving colleagues across product, commercialization, go-to-market and sales functions

- Written and verbal proficiency with French is preferred, but not required

- Ability to commute to and work from our Etobicoke or Toronto office locations twice weekly (at minimum)

- Flexibility to attend work functions, including meetings, tradeshows and conferences, within and outside of the province of Ontario, on evenings and weekends, as required