1 day old
2017-12-112018-01-09

Senior Marketing Automation Executive

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  • Job Code
    997-143
Informa Careers

9/25/2017

Senior Marketing Automation Executive

Tracking Code
997-143
Job Description

To create smart, compelling customer focused marketing programs that support both strategic and tactical marketing and sales initiatives and consequently business results for the best possible cost and return. Aligned to the business objectives, this role will:

 

  • Manage all elements of marketing automation programs including emails to the database and other lead generation campaigns
  • Manage and create the full lifecycle of customer journeys within marketing automation from planning, to development, to implementation and tracking results
  • Improve and demonstrate marketing’s contribution to pipeline and revenue through expert knowledge and implementation of marketing automation
  • Support adoption across the vertical sales, client services and marketing teams to ensure they are using marketing automation to its full potential
  • Review, adapt and evolve performance to drive a higher return on investment

 

ROLE AND RESPONSIBILITIES

 

Result area

Key responsibilities & activities

Management

  • Manages all elements of marketing programs including emails to the database, always on programs, and other lead generation campaigns.
  • Manages the full life cycle of programs from initial planning, to development, content, rollout, and measuring results.
  • Collaborate with channel-specific marketers (email, social media, etc.) in order to optimize each conversion path.
  • Manage key conversion points in the marketing funnel, including landing pages, website calls-to-action (CTAs), and lead-generating forms.
  • Support Marketing Automation Manager in driving adoption across the vertical marketing, client services & sales teams

Technical Expertise

  • Responsible for designing, building and running the marketing programs that are powered by the marketing automation platform and linked to core customer audiences
  • Create and implement new workflows to help improve customer conversion rates
  • Create, test and manage lead scoring across the vertical, in collaboration with the marketing enablement team, and continually refine to improve conversion rates
  • Expert proficiency & knowledge of marketing automation systems and industry best practice

 

Processes management/ Strategy

 

 

  • Responsible for creating smart, compelling marketing programs that support both strategic and tactical marketing and sales initiatives
  • Utilise the design, content assets to drive the highest possible impact and results across the marketing funnel
  • Understand the customer personas and data segments and how to map them to all parts of the marketing funnel
  • Responsible for optimising the marketing’s conversion paths through lead nurturing to increase MQLs, SALs and SQLs

Markets and customers 

  • Market definition – Use product marketing briefs & team meetings to define the core markets (by industry / sector or sub-sector / geography)
  • Customer segmentation –manage and maintain the target segment markets by key customer types, size and value with the CRM in collaboration with the Marketing Enablement team

KPIs and reporting

  • Use analytics to measure and optimise performance such as Sales Qualified Leads, Pipeline Value, and Revenue Results
  • Optimize the lead-to-customer conversion rate and increase funnel marketing efficiencies
  • Analyse and interpret what behaviours and patterns make customers successful and more likely to be retained by the company
  • Continually A/B test and analyse workflow, content, lead scoring and digital marketing tactics across marketing automation platform to improve performance
  • Strong analytical skill and experience with reporting and data analysis
  • Provide regular KPI reporting showing aggregated performance across multiple variables
Required Skills
  • Bachelor’s level education or equivalent
  • Expert on using Eloqua Marketing Automation platform 
Required Experience
  • Strong background in lead generation programs, email marketing best practices, and inbound marketing is crucial, along with experience improving marketing and sales alignment through continuous business process improvement
  • Strong digital marketing background and understand of each changes impact on the marketing funnel
  • Experience in Marketing Operations with experience with email campaign execution, A/B testing, segmentation, and reporting
Job Location
London, London, City of, United Kingdom
Company Location
UK London Christchurch Court (23)
Position Type
Full-Time/Regular

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