The Marketing Manager, Segment Campaigns, is responsible for the planning, design, execution, and optimization of integrated marketing campaigns that generate demand, drive retention, and elevate the brand for Clinical Effectiveness (CE) solutions for the International segment. The role will focus on campaign management, new business demand generation, and customer renewal campaigns, and will lead cross-functional collaboration to maximize campaign performance across the buyer journey.
You will work closely with the programs and segment teams to develop compelling campaign strategies, and leverage digital campaign best practices and capabilities to generate new business, cross–sell, and upsell, and support customer retention. You will also own the segment campaign calendar and cadence, and ensure timely delivery and execution of all campaign elements. Additionally, you will analyze and report on campaign performance and optimize campaigns based on data and feedback.
Reporting into the Associate Director of Global Campaigns, the segment campaigns marketing manager
will work closely with the segment marketing leadership team, programs team, content experience team,
digital experience team, and operations team to manage and execute campaigns end-to-end.
Campaign Management:
• Lead the planning, execution, and performance of segment campaigns, ensuring alignment with business objectives, and adaptation to industry and competitive trends
• Ensure campaigns are data-driven, leveraging market research and customer insights to drive
decision-making
• Understand buyer personas to target campaigns across the buying journey and relevant channels
• Continuously analyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimization based on metrics
New Business Demand Generation:
• Develop and execute demand generation strategies to attract and convert new business leads
• Collaborate with segment marketing on strategies to drive lead conversion, including nurture and
lead scoring models
• Monitor and analyze lead generation metrics to improve campaign effectiveness
Customer Renewal Campaigns:
• Create and manage campaigns focused reaching the buying committee and supporting retention
goals
• Develop targeted strategies to engage existing buyers/ customers and promote additional products
or services
• Work closely with the customer success team to align renewal campaigns with customer needs
and feedback
• Closely monitor customer retention rates, and upsell and cross-sell revenue impact
Other Responsibilities:
• Collaborate across marketing functions to achieve cohesive and effective campaign execution
• Lead cross functional team cadence, and facilitate meetings and workshops to align strategies and
share insights
• Develop strategies to effectively nurture campaign responders and develop lead scoring models to
move top of funnel pipeline to MQL’s
• Drive the campaign planning, execution, and measurement process, ensuring alignment with business goals and stakeholder expectations
• Manage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activities
• Coordinate ABM campaigns into segment planning, and ensure goal alignment by campaign type to maximize performance
• Stay abreast of the latest trends and best practices in campaign management, demand generation, and retentional strategies, and apply them to enhance our campaigns and processes
• Effective campaign and project management
• Communicates complex ideas (internally and externally) and drives adoption of different points of
view grounded in data
• Performs other duties as assigned
Experience:
• Experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industry, and across multiple regions and countries
• A history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personas
• Experience managing and activating global campaigns, including regional delivery models, from ideation to delivery
• Proven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growth
• Strong knowledge and experience with marketing tools (such as Demandbase, and 6sense), and ability to leverage them to create and execute targeted and contextualized campaigns
• Experienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring models
• Experience with workflow technologies (I.e. Workfront), and proficiency with marketing analytics and reporting tools
• Demonstrated experience managing campaign briefings, build, coordination of execution, and analysis of results
• Experienced Campaign Strategist: Proven experience in campaign management with the ability to translate insights into actionable campaign plans. Experience in defining messaging strategy across the customer journey with technical and senior-level buyers
• Exceptional Communicator: Skilled at articulating complex ideas clearly and persuasively.
Influential team member to get things done across functions and affect change across the
organization
• Analytical & results oriented: Ability to leverage data to optimize campaigns and drive strategic decisions. Hold yourself and teams accountable for performance.
• Innovative: In-depth knowledge around campaign development best-practices, as well as a growth mindset that will help drive continuous improvement in the function. Ability to create inspirational new programs that align with business priorities and deliver results in a fast-paced, dynamic environment.
