Integrated Marketing Lead - SMB

Are you a demand gen marketer with a keen eye for data and analytics? A storyteller who seeks to know their audiences and build compelling programs that drive action? We’re looking for a SMB Campaign Marketing Lead who understands the unique combination of precise audience segmentation, relevant messaging, strategic media planning, experimental design and overall customer journey, while rooted in driving ROI and scalable outcomes. In this role, you’ll own the inbound customer journey for SMB prospects for North America, responsible for generating pipeline. You’ll work closely with Content, Product Marketing, Creative, Demand Gen, Lifecycle, and Web teams to ensure flawless execution of demand gen campaigns across multiple channels. You will report directly to the Sr. Director of Integrated Marketing, SMB. 

How You'll Make a Difference:

• Ideate, design, and execute the SMB inbound marketing customer journey across all channels 
• Lead the campaign strategy and planning inclusive of high reach channels and performance focused digital channels
• Optimize audience-specific messaging and positioning with Product Marketing teams to create engagement at each stage of the funnel for net new leads 
• Optimize end-to-end customer journey by partnering with content and creative teams to optimize existing content and ideate/build new content to keep leads engaged 
• Collaborate and work cross-functionally to align campaign strategies and goals across the organization including Brand, Lifecycle, Product Marketing, Content Marketing, Self-Serve Growth, Web, and SEO 
• In conjunction with Marketing Ops, build out the lead scoring model for SMB leads to ensure conversion of MQLs 
• Define and build measurement plan with Analytics team ensuring understanding of success drivers and growth levers by country, audience, channel and tactic 
• Gather and analyze campaign performance, including reporting learnings of key findings and best practices
• Understand industry landscape, tech capabilities and competitive approach to recommend content, creative assets, CTAs, landing page experience to increase and scale new customers 
• Develop and establish success criteria to help inform resource planning, campaign flighting and overall prioritization across multiple stakeholders
• Performs other related duties as assigned.

Who You Are: 

• 8+ years of  experience in combination of channel, performance, lifecycle, demand gen, revenue, and integrated campaign marketing 
• 5+ years working in B2B marketing capacity
• Proven expertise building end-to-end customer journeys and relevant campaigns to drive leads through the funnel 
• Experience managing a budget of $20M+ in media spend
• Foundational knowledge of performance marketing success metrics and ability to report KPIs to executive leadership teams 
• Ability to self-serve in a limited resource environment and comfortable copywriting, ideating general design, and landing page buildout 
• Advanced analytics experience with ability to manage complex data sets across site analytics and attribution models, Google Analytics and Salesforce preferred
• Excellent organizational, time management and collaborative skills with ability to project manage across multiple teams with confidence and expertise
• Comfortable in a fast paced, agile and high growth environment with ability to navigate gray areas by developing new processes and streamline workflows