Senior Field Marketing Manager - Regulated Industries

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The Senior Field Marketing Manager will own and drive the marketing strategy for our federal government and government contracting segments within Regulated Industries business unit.  This role is directly responsible for pipeline, marketing programs that support adoption and change management of our federal contracts and influencer strategies to support growth of client and prospects. 

 

This is a highly visible position that requires successful collaboration with multiple functional areas, including other Marketing groups, Services, Customer Success, Sales, Finance, and Executive Leadership.  The Senior Field Marketing Manager executes the appropriate integrated mix of marketing strategy & tactics including, public relations, web, events, digital and traditional direct marketing, and influencer strategies to develop healthy pipeline and growth objectives. 

 

In addition, this role is responsible for the growth and strategy of the industry/segment and business unit.  This individual reports monthly to senior management and measures results and optimizes return on marketing investment.

 

The ideal candidate has a passion to lead and a drive to immerse in the unique needs and behaviors of the market.  In addition, must be comfortable with tailoring messages, campaigns and other programs to exceed revenue expectations, client satisfaction and client engagement.

Responsibilities:

• Lead and manage cross-functional teams to develop and execute short-term and long-term strategies for growth and adoption – frequently reporting back to senior management on results which includes, but not limited to:  Definition of market trends, competitive threats, key opportunities, challenges and risks.
• Recognized subject matter expert and thought leader in the federal government marketing sphere.
• Understand and drive cross-functional business alignment for federal objectives including revenue goals, pipeline targets, sales execution, product launch, training, industry association management, event strategies, influencer strategies and client community.
• Establish and analyze key metrics and trends through a variety of data sources in the federal segment.
• Define requirements for distribution, partners, products and solutions.
• Develop core value proposition, positioning and personas.
• Partner with product marketing to identify current and future solution offerings across the buyers journey based on customer needs including both internal products/services and external partner offerings.
• Assist in developing sales territory structure and rules of engagement to maximize alignment across federal segment.
• Assess new or submarket categories and analyze business opportunities.
• Frequent contributor to federal thought leadership written or speaking activities.
• Participate and lead industry and client specific events.
• Active in federal associations and be seen as a thought leader.
• Create and support federal client advisory boards, user groups.
• Partner with Sales, Customer Success, Solution Consulting, Value Consulting, Marketing and Market Development leadership to help define core federal strategy, including themes, objectives and activities. Analyze customer data to understand and determine customer propensity to buy.
• Create and execute targeted cross-sell/upsell programs fitting within the customer journey and customer personas.
• Proactively engage cross-functionally to coordinate, communicate, and optimize the impact of marketing activities.
• Assist in evaluation, selection and management of vendors and internal teams that contribute to local demand creation programs including events venues and services, digital marketing agencies, direct mail providers, SEO experts, designers, copywriters and list brokers.
• Be aware of, and comply with, all corporate policies.
• Travel 25%+ required.

Education, Experience & Training:

• 7+ years in a marketing position within a public sector or nonprofit environment with direct responsibility of marketing services or technology.
• Experience in delivering SaaS model is desired.
• BS/BA in Marketing or equivalent experience; MBA desired.
• Experience develo