Director of Digital Demand Generation
At Frontier, seeing what's beyond the horizon is in our fiber. And we’ve been doing just that for over 80 years – connecting communities with emerging communications technology across the country. At Frontier, we’re transforming our business to break new ground and taking the digital revolution across the nation. We’ve invested over $1.6B to roll out fiber-fast internet to 10m+ homes by 2025. We’re growing our team so you can join us in exploring and opening new frontiers. Here, you’ll have the opportunity to build a powerful foundation for America’s future and yours.
What we’re seeking:
The Director of Business Digital Demand Generation is responsible for the oversight, management, and success of the demand generation, operations, and analytics within Frontier’s business unit. This role will drive the strategic vision of all efforts tied to conversion and ensure tactical performance meets industry standards. In conjunction with digital lead generation, the Director will be responsible for ensuring alignment and cohesion with the Frontier Business sales force to maximize impact in the B2B market.
This role will work with the VP of Business Operations and Lead Generation to develop 1-year and 3-year strategic plans that align with the company’s product and market goals as well as oversee the execution and evolution of those plans. Under their leadership, the Demand Generation team will ensure optimum conversion rates across the marketing and sales funnel, maintain and improve the MarTech stack, and deliver statistical forecast models and market segmentation to senior leadership and key stakeholders.
In this in-person role, you will be required to report to our Dallas, TX, location to complete your work responsibilities.
What we need in you:
What you’ll do:
- Work with VP to develop 1-year and 3-year strategic plans that prioritize initiatives and structure work across the team.
- Responsible for the digital cart performance of our business units.
- Provide the VP with ad hoc analyses and other operational support as needed.
- Oversee analytics of customer attributes and actions to perform customer segmentation; develop a strategy to effectively market to the existing base using that customer segmentation.
- Advise on strategy for any actions impacting existing or potential customers, including retention, migrations, or competitive takedowns.
- Lead the Demand Generation Team in providing senior leadership with analytical support, planning, and recommendations regarding capital allocation, marketing focus, and best practices.
- Work with direct reports to establish and guide their KPI achievement.
- Assist with the overall professional development of team members, helping them grow knowledge, skills, and ability to add value across the organization.
- Continually guide, challenge, and redirect the team, encouraging deep thinking, new ideas, and creative problem-solving.
- Empower the team’s education to maximize their expertise in their fields to keep Frontier at the forefront of marketing best practices.
Digital Sales:
- Own the overall digital and digital-assisted sales volume for the business segment.
- Own the business cost per add metric ensuring efficient return on media spend.
- Own the digital cart roadmap and manage execution through agency and technical partners.
Website Optimization and Performance:
- Develop a strategic roadmap for the website alongside the Director of Digital Marketing Strategy.
- Ensure website SEO optimization to maximize page rank and presence of primary search engines.
- Oversee website content to maximize engagement, education, and conversion.
- Establish and manage the success metrics of the Commercial website through its impact on the bottom line.
Paid Media and SEM:
- Provide insights on future growth and ROI strategy through historical business analysis and forecasting of marketing and customer trends.
- Develop and evolve yearly digital media strategy.
- Oversee the ROI and success of evergreen paid media to the website.
- Coordinate with Frontier Business on overlapping keywords and delineation of terms to ensure success.
- Manage and approve budget allocated to SEM, display, and other evergreen paid media accordingly.
Marketing Automation, Operations, and Analytics:
- Establish and evolve the MarTech stack roadmap to meet, maintain, and ultimately exceed industry standard capabilities.
- Oversee the management of the MarTech stack including but not limited to Marketo, Tableau, chat systems, and representation of marketing needs in Salesforce.
- Maintain daily management dashboard and reporting.
- Lead and manage SEM efforts with existing team members.
Segmentation and Forecasting:
- Develop statistical forecasts to identify trends and future performance via R, Python, MySQL, etc.
- Generate and leverage ROI models for profitability analysis.
- Provide recommendations based on forecasts, industry trends, and market movement.
- Own market segmentation and audience profiling for marketing and sales initiatives.
Lead Management Process:
- Build and maintain an industry-leading lead development team.
- Coordinate and establish a career funnel for Lead Development Reps into future Account Executive positions.
- Oversee lead development process, handover, and success for both inbound and outbound activities to achieve targeted success in pipeline generation and conversion rate.
Collaboration with Field Sales, Wholesale, and CPE:
- Maintain consistent dialogue and coordination with Commercial Field Sales, Wholesale, and CPE leadership and management.
- Align lead generation and marketing efforts with sales targets and strategic focus.
- Establish and maintain a relationship with Frontier Business to ensure market segment and web presence alignment for a proper and successful customer journey.
What we offer:
Nothing is more important to our success than the team that built it. That’s why we provide benefits to keep you and your family well. Some of which we’re most proud to offer include:
- Salary Range: $145,000 - $216,000
- 20 PTO (Paid Time Off) days + 10 paid holidays per year
- Day one medical, dental, vision, and prescription drug plan
- 401k match of 50% on 6% of eligible compensation
- Same-sex spouse and domestic partner benefits coverage
- 10 weeks of paid parental leave, 3 weeks of paid caregiver leave, and up to $10k in adoption program assistance
What background you should have:
- 10+ years B2B marketing experience; Telecommunication experience preferred.
- 10+ years of analytics, insights, and reporting to senior leadership.
- 7+ years managing demand generation team.
- 5+ years managing and owning an e-commerce platform.
- 5+ years of marketing automation and operations experience.
- 5+ years managing quota-carrying lead development team.
- Historical achievement of building and managing industry-leading marketing teams from the ground up.
- Proven ability to maintain inter-departmental relationships and develop a cooperative environment between teams and organizations.
- Consistent track record executing business process improvements.
- Strong leadership experience with demonstrated success in coaching, mentoring, and growing a highly intelligent team of technical and analytical talent.
- Experience developing plans for attacking complex problems and executing high-level initiatives.
- Strong financial and business acumen with the ability to identify and evaluate opportunities.
- Bachelor’s Degree required.
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