PURPOSE:
- Our Offer Deployment side of the Marketing team is growing, and we are looking for a Director of Demand Generation to lead the development of highly effective G2M plans and performance marketing initiatives.
- This is a senior marketing role that focuses on creating strategies to increase market awareness and generate demand for Michelin Connected Fleet’s services & products. You will use your understanding of the market, customer behavior, and the sales funnel to develop targeted marketing campaigns and strategies to attract potential customers and nurture them through the sales process.
As MCF’s Director of Demand Generation, you will be responsible for the strategy and execution of performance marketing programs that capture and nurture marketing leads across multiple channels. These programs will include outreach to our existing database through marketing automation; lead generation through events and search engine marketing; and optimizing the use of our own web site as a lead generation channel.
- The ideal candidate will be extremely entrepreneurial, with a strong track record of driving leads and revenue for SaaS companies. This position reports directly to the VP of Marketing, and requires extensive collaboration with our sales teams.
- We are looking for strong, energetic, and innovative candidates who are driven by results and motivated by growing teams and establishing infrastructure around them. This is a unique opportunity to build-out a growing SaaS companies Demand Gem strategy.
Primary Responsibilities:
STRATEGY DEVELOPMENT:
- Develop and execute comprehensive demand generation strategy to drive new leads and nurture our existing database of leads (aligned with MCF business goals)
- Manage and build the demand generation function at MCF
- Identify target audiences, create buyer personas, & own digital customer journey map.
- Improve operational processes and reporting related to demand generation programs to measure effectiveness, performance and ROI of marketing spend
- Improve the efficiency and effectiveness of our marketing automation system (i.e., HubSpot) to better nurture leads, increase conversion rates to marketing qualified leads and improve the integrity of the overall database
CAMPAIGN MANAGEMENT:
- Plan, implement, and manage multi-channel integrated marketing campaigns (including email, social media, webinars, content marketing, PPC, SEO, and events) that significantly increase the marketing database and overall pipeline
- Work with the content marketing and sales teams to develop (write, drive review process, publish) and promote marketing materials to drive awareness and interest
- Analyze campaign outcomes in detail, drawing insights and presenting results clearly to facilitate sound decision making and next steps.
- Monitor and analyze campaign performance metrics using tools like HubSpot, Google Analytics, and PowerBI.
- Implement A/B testing and continuous optimization strategies to improve conversion rates and ROI.
LEAD GENERATION:
- Drive lead generation initiatives to achieve monthly and quarterly lead targets.
- Optimize lead nurturing programs to convert leads into qualified sales opportunities.
- Collaborate with internal teams (e.g., Sales Operations, Training, Partnership Marketing) to ensure cohesive and effective funnel management. Ensure alignment on lead quality, follow-up and feedback loops.
- Partner with external agencies and vendors as needed to execute campaigns.
MARKETING COMMS & SALES ENABLEMENT:
- Oversee the creation and distribution of marketing communications, including press releases, newsletters, and corporate announcements.
- Ensure brand consistency and alignment across all marketing channels and communications.
- Develop and deliver high-impact sales enablement materials, including presentations, case studies, datasheets, and competitive analysis.
- Ensure the sales team is equipped with the necessary tools and resources to effectively engage prospects and close deals.
BUDGET MANAGEMENT:
- Develop and manage the overall deployment budget, including demand generation spend, ensuring cost-effective use of resources and maximum return on investment.
TEAM LEADERSHIP:
- Lead and mentor a team of engagement and acquisition professionals, fostering a collaborative and high-performance culture.
- Provide guidance and support to team members, promoting professional development, growth, and continuous improvement within the team.
KEY PROFESSIONAL / TECHNICAL SKILLS
- Master at developing, executing, and measuring innovative and results-focused demand programs and campaigns
- Demonstrated analytical ability, specifically around program measurement and ROI, and program execution skills
- Proven experience in managing the creation of marketing materials.
- Experience influencing and communicating product offers to customers, prospects, and sales professionals as demonstrated by excellent written (including copywriting and proofreading) and oral communication skills
- Strong project management skills and experience with superb attention to detail.
- Sound judgment and decision-making skills, with the ability to juggle multiple competing priorities, delegate within the team and work under deadline pressure.
- Strong negotiation, communication, and relationship-building skills.
- Knowledge and hands-on experience with popular marketing automation and sales automation systems, particularly HubSpot and Salesforce.com.
Education Required:
- 5-10 years of experience in demand generation with B2B SaaS organizations
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