Director, SMB Marketing Demand Generation – North America

Job Description

Director, SMB Marketing Demand Generation – North America

Location: Remote  – must be US-based

Reference ID: REF19558C

About this job

SMB Segment will continue to be a high-growth segment for NielsenIQ.

SMB Marketing, Director, Demand Generation will play a critical role in building the SMB Marketing plans and executing multi-channel marketing campaigns that drive interest in the CPG/FMCG industry for NielsenIQ brand and our solutions. The objective for the SMB Marketing Director, Demand Generation role is to build & manage SMB Marketing campaigns, build awareness of our brand, drive engagement with our content and fuel the sales funnel with Early Qualified Leads (EQLs), Marketing Qualified Leads (MQLs), which will be nurtured to drive conversions and sales revenue.

Responsibilities

Director, SMB Marketing Demand Generation will work cross functionally with content marketing, product marketing and PR/ Communications to build successful end-to-end (E2E) campaigns, with a specific focus on Account-Based Marketing (ABM), that will generate Early Qualified Leads (EQLs), Marketing Qualified Leads (MQLs) for solutions towards meeting sales revenue goals. Responsibilities include developing and implementing end-to-end integrated digital marketing, ABM campaigns with focus on reaching a targeted SMB CPG Manufacturer leadership personas to drive awareness, consideration, and interest in NielsenIQ solution suite.

• Build out 1H, 2H SMB Marketing Strategy, Plan & Calendar in support of SMB Medium Segment and responsible for SMB Marketing performance and results.
• Develop SMB Marketing Campaign strategy, plans, and architecture to support the full-life cycle of Account-Based Marketing / Digital Marketing campaign flow from Discover, Learn, Try, Buy and Advocate.
• Collaborate with SMB Sales Leadership to formulate strategy, plan and execute marketing campaigns and tactics which support and align with SMB Sales revenue and account goals. Team w/ SMB Sales Account Managers to develop SMB Account-Based Marketing drumbeat and engagement to drive new client acquisition and upsell current accounts through tailored promotional offers.
• Implement and manage multi-channel campaigns to activate demand and drive EQLs, MQLs and fuel the sales pipeline, through Webinars, Events and other channels.
• Build persona-based target segmentation for targeted outreach through email/ social campaigns using Microsoft Dynamics CRM platform.
• Team with SMB/ Industry Vertical/ NielsenIQ content team and creative team to build compelling assets and ensure timely execution of marketing campaigns.
• Build & Publish marketing KPI reports across marketing channels.
• Collaborate w/ NA Marketing and Brand Teams to ensure messaging & positioning for SMB
• Analyze E2E campaign performance to inform Sales & Marketing Teams on tactics and iterate as necessary.
• Collaborate w/ digital team to publish content on the website in a timely manner.

Qualifications

Curiosity drives your interest in what moves the market. You like to stay up to date on topical issues and identify innovative marketing opportunities. Being part of a team is important to you, and you thrive on pushing to achieve team goals. You’re known for your willingness to get things accomplished, even if the path towards it is complicated. You enjoy building a marketing narrative around product solutions and motivated by campaign success metrics. Furthermore, you manage relationships and expectations as well as you manage projects, and your work speaks for itself.

• Bachelor’s degree in marketing or business.
• 5+ years of marketing or related commercial experience in the FMCG, CPG B2B environment, preferably executing some of the same tasks to be managed in the role.
• 5+ years of experience in digital marketing or commercial / sales across all digital marketing channels (display, paid social, paid search, programmatic, native, SEO, email) design and content support, campaign development and campaign measurement.
• 5+ years’ experience executing innovative and creative ABM programs across channels to generate pipeline from concept through execution, i.e., strategy, timeline, budget, design and content support, campaign development and campaign measurement.
• Understanding of multiple marketing channels including email, paid social media, Google Ads, and digital advertising.
• Experience with Microsoft Dynamics CRM, ZoomInfo and marketing automation platforms preferred.

Additional Information

All your information will be kept confidential according to EEO guidelines.

About NielsenIQ

NielsenIQ is a global measurement and data analytics company providing the most complete