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Director of Growth Marketing

Location : Lakeland, FL
Job Type : Direct
Reference Code : JHORL
Hours : Full Time
Travel : No
Relocation : No


The Senior Director, Growth Marketing is responsible for identify growth-driving strategies, programs and campaigns that sit at the intersection of sales and marketing – helping guide the company’s growth trajectory.  This person will be key in driving strategic alignment between the sales team and marketing to identify the highest-value targets and then in alignment with the company’s vision, will be responsible to develop, execute and optimize marketing initiatives against those targets, while driving and enhancing brand awareness.  Responsible for driving campaign strategy, setting priorities, expanding marketing outcomes and accountability, and supporting the delivery of ambitious revenue goals. This role is both strategic and operational with several key initiatives happening simultaneously and moving at a fast pace.  A strong desire to contribute immediately, as well as build future capability is essential.  We seek someone who has the capability to roll up their sleeves, as well as provide vision – as this is a “doer” leader role.


Essential Duties and Responsibilities:


·       Collaborate with leadership team and key stakeholders across the organization to define priority marketing strategies and align them with the product roadmap, sales initiatives and the overall growth strategy of the business, and report back regularly with timelines, metrics and results.


·       Stay on the pulse of the client, competitor and EdTech industry landscape through market research, competitive analysis, focus groups and surveys.


·       Provide market intelligence and competitive analysis to facilitate strategic pricing and product differentiation.


·       Understand what drives market interest and market dynamics and translate these into actionable strategy and tactics.


·       Drive conversion of prospective audience to active clients through funnel optimizations including creative segmentation, targeting and landing pages.


·       Lead effective strategy and campaign design: 


o   Develop, execute and measure innovative demand creation programs across the buying cycle to generate new inquiries, qualify existing prospects, drive sales meetings and grow the sales pipeline.


o   Identify market segments and target roles that will have the highest yield.  Cultivate a deep knowledge of those targets, including needs, their purchase process, and preferred communication methods to ensure effective outreach


o   Understand the product portfolio to develop lead generation campaigns that communicate differentiated value


o   Create a business case drive approach to allocating marketing investment across verticals, using client insights, financial data and analytics from sales.


 


·       Marketing strategy will include the “hands on” creation and delivery of:


o   conference and event planning, promotion and trade shows exhibits


o   outbound marketing campaigns


o   planning, promoting and delivering Webinars


o   developing client success stories/ client testimonials


o   enhancing social media presence and website design/landing pages


o   Company messaging


o   marketing collateral


o   advertising


o   client specific message development


o   Sales Powerpoint development


Essential Duties and Responsibilities (cont.):


·       Oversee and execute on company’s brand strategy.


·       Maintain detailed product knowledge and ensure key collateral is developed to facilitate sales enablement. For all products, create positioning statements that identify key features/benefits, clearly define the value proposition and ensure consistent product messaging in all communications.


·       Create and execute on go-to-market plans for new products and features, including messaging, tools, and training for Sales.


Competencies:


·       Experienced and entrepreneurial marketing leader with a proven track record for driving and accelerating revenue growth through performance marketing within a B2B technology or services company.


·       Desired passion and enthusiasm for higher education and for how technology can impact clients in this arena


·       Highly motivated with demonstrated ability to multi-task across marketing activities


·       Analytical, data-driven, metric-driven, creative, relentless (even with a long sales cycle)


·       Collaborative leader, willing to manage at all levels and cross-departmentally in the organization and encourage divergent opinions to get best outcomes


·       Great communication skills, verbal, written and presentation capabilities with both clients and leadership.


·       Self-starter, with strong sense of ownership, assertive follow-through, and a passion for the highest level of client satisfaction.


·       Strong bias for action and the ability to foster a result-driven mentality and strong strategic alignment between sales, product management and marketing.


·       Deep familiarity with salesforce.com and other critical demand gen technologies


·       Proficiency and enthusiasm for creating, executing and analyzing campaigns.


·       Extremely strong project management skills and accustomed to working to a budget and within strict timelines.


·       Proven ability to write compelling content and collateral.


·       Organized and able to balance long-term and short-term needs


·       Can quickly synthesize disparate date into a “position” and craft messaging that connect with both internal stakeholders and clients


·       Diplomatically decisive, agile and iterative; easily able to shift gears between thinking and doing, in a fast-paced, dynamic environment


·       Understand and internalize company growth drivers


  


 



Education and Experience:


·       Bachelor’s degree in Business or related discipline desired; MBA preferred


·       7+ years of solution marketing leadership preferably in a SaaS business


·       Education Technology background a plus


·       Demonstrated capacity for managing freelancer/agency resources (sourcing, budgeting, managing)


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