OMNI CHANNEL CAMPAIGN MANAGER at Conversant
What You Do
Leveraging data and insights, you create the strategy and execute scalable, omni-channel, personalized campaigns to prospects and customers that build and nurture awareness, influence buying decisions, generate demand, drive and accelerate leads and support revenue growth for Epsilon. You determine and direct strategic campaign planning and lead a regular execution cadence of digital and physical, inbound and outbound campaigns.
You have ownership and responsibility to establish integrated campaign goals early and to share / socialize with fellow marketing colleagues, which maximizes execution efficiency. You will gather and communicate campaign results during and post-execution.
You develop engagement-oriented campaigns across all channels to generate marketing qualified leads (MQLs) that support opportunity, pipeline and ultimately revenue growth. You interpret analytics information, including behavioral results data, to drive optimization of customers engagement.
Campaigns include emails, direct mail, paid social, promotional materials, websites, microsites, videos, sales ready conversation starters, landing pages, slides, blog posts, events, sponsored events, high-impact content, and similar assets. You are not solely responsible to create this campaign content but will advise and inform the overall campaign strategy to the teams responsible for their development.
Partnering with our marketing data analysts, you determine metrics, reporting, and analytics to understand and optimize campaign drivers and impact. Our go-to-market teams (fellow marketers and sales stakeholders) look to you to identify new opportunities to deepen engagement and expansion with both new and existing customers.
Who You Work With
You partner with fellow marketing teams to fulfill your responsibilities of directing the omni-channel strategy, leading the strategy and execution and optimization of customer-centric, data-driven, integrated marketing experiences and campaigns to our key targets (prospects and clients).
Your marketing partners include creative, event marketers, product and vertical marketing experts, analyst relations, strategic comms, content marketers and analytic teams – all helping us craft compelling prospect / customer experiences. You also work with sales stakeholders in targeted industries (such as Retail, Financial Services, Restaurants and Travel) and product areas to align on campaign targets and goals and communicate post-execution results.
You guide / partner with the creative team for appropriate support across all channels and assets used in the campaigns. Your role is to bridge across the integrated team to shape and develop a coordinated campaign strategy. You make recommendations to fellow marketers and sellers for opportunities to create and execute campaigns and the appropriate campaign structure to support awareness or lead generation goals. You identify ways to best leverage content to support campaign goals, including advocating net new and repurposing existing content.
How You’ll Be Measured
Your goals are top-of-funnel awareness and engagements and middle-of-funnel lead generation, with accountability to improve and optimize both. You have the decision-making ability and authority to determine campaign strategy and enact execution adjustments. Wherever possible, your performance will be measured quantifiably, versus qualitatively, focused on outcomes versus output and results vs activities.
The key lead generation metric is creating and cultivating MQLs that are actionable by Sales to convert to SQLs. Other metrics include campaign responses (engagements), number of sales meeting requests from customers / prospects, lead velocity and conversions.
You’ll also be measured by your ability to:
- strategically develop and execute multi-touch, innovative and results-focused omnichannel campaigns that are compelling, relevant and tailored to a specific audience/market.
- grow Eloqua and Salesforce.com knowledge and expertise. Such as University classes and Masters Certification.
- partner and influence cross-functional teams.
- communicate campaign results effective with fellow marketers and sales stakeholders.
- Bachelor's degree in Mktg, Business, Communications
- 5+ years of digital marketing experience in either B2B or B2C environments
- Proficiency with marketing automation tools and processes – Eloqua, Marketo, Hubspot, or similar
- Proficiency with Salesforce.com (SFDC)
- Proficiency with Marketing Performance Reporting platforms, such as InsightSquared, Domo, Microstrategy or similar
- Experience driving digital and offline strategies and campaigns that generate measurable demand
- MarTech / AdTech industry experience beneficial