Senior Marketing Specialist
Boston, Massachusetts (Hybrid)
Shaw Search Partners is proud to lead the retained search for a Senior B2B Marketing Specialist with a global tech leader.
The Senior B2B Marketing Specialist will play a key role in driving net revenue growth by generating leads and driving customer engagement and product adoption in US and Canada markets. This role will be responsible for demand generation/upsell campaigns to expand revenue as well as retention initiatives to reduce churn, working in close partnership with the Product Marketing and Sales & Account Management teams.
Responsibilities
Strategy Development: Translate the overall demand generation and retention strategy into targeted campaign plans, including selecting appropriate channels and tactics, to achieve business and campaign goals through the customer lifecycle.
Segmentation and Targeting: Utilize audience segmentation and targeting strategies to reach the right audience with personalized messaging based on demographic, performance and behavior data.
Campaign Management: Plan and execute marketing campaigns through various marketing channels, including email marketing, paid media, direct mail and on-site merchandising, to expand revenue, drive product adoption or reduce churn.
Conversion Optimization: Continuously optimize emails, ads and landing page conversion rates at various stages of the customer journey, from lead capture to conversion.
Testing and Measurement: Analyze marketing data and metrics to measure the effectiveness of campaigns, including A/B testing, report building and analysis, and communicate the results and data-driven decisions to key stakeholders
Cross-functional Collaboration: Collaborate with other departments, such as Sales, Account Management, Product Marketing, and Brand, to align marketing efforts with overall business goals.
Budget Management: Manage the budget allocated for demand generation and retention programs and ensure efficient allocation of resources.
Market Research: Stay updated on industry trends, competitor strategies, and customer preferences to inform demand generation and customer retention strategies.
Qualifications
3+ years experience working in B2B marketing, preferably at a tech company
Strong understanding of marketing principles, strategies, and tactics, with the ability to align campaign strategy with overall business objectives.
Proficiency/aptitude in using data analytics tools (Looker, Salesforce, Google Analytics) and marketing automation platforms (Marketo preferred) to analyze performance and make data-driven decisions.
Ability to communicate results, key insights and recommendations to key partners and senior leadership to drive marketing strategy. Strong verbal presentation skills and written communication skills.
Familiarity with marketing technology tools, such as CRM systems, email marketing platforms, and analytics tools. Marketo and Salesforce experience is a plus.
Ability to think strategically and develop effective demand generation plans that align with business objectives and drive results.
Ability to write and edit compelling marketing campaign copy, including subject lines, body text, and calls to action (CTAs).
Creative campaign ideas and concepts that resonate with the target audience.
Strong organizational and project management skills to execute and manage marketing campaigns effectively.
Willingness to learn and adapt to changing marketing trends and technologies.
Precision in tracking campaign data and ensuring all elements of a campaign are executed correctly.
Excellent organizational skills to manage multiple tasks, deadlines, and projects simultaneously.