Job Information
Wolters Kluwer Marketing Manager, Segment Campaigns in Waltham, Massachusetts
The Marketing Manager, Segment Campaigns, is responsible for the planning, design, execution, and optimization of integrated marketing campaigns that generate demand, drive retention, and elevate the brand for Clinical Effectiveness (CE) solutions for the North America Commercial segment. The role will focus on campaign management, new business demand generation, and customer renewal campaigns, and will lead cross-functional collaboration to maximize campaign performance across the buyer journey.
You will work closely with the programs and segment teams to develop compelling campaign strategies and leverage digital campaign best practices and capabilities to generate new business, cross–sell, and upsell, and support customer retention. You will also own the segment campaign calendar and cadence and ensure timely delivery and execution of all campaign elements. Additionally, you will analyze and report on campaign performance and optimize campaigns based on data and feedback.
Essential Duties and Responsibilities
Reporting into the Associate Director of Global Campaigns, the segment campaigns marketing manager will work closely with the segment marketing leadership team, programs team, content experience team, digital experience team, and operations team to manage and execute campaigns end-to-end.
Campaign Management:
Lead the planning, execution, and performance of segment campaigns, ensuring alignment with business objectives, and adaptation to industry and competitive trends
Ensure campaigns are data-driven, leveraging market research and customer insights to drive decision-making
Understand buyer personas to target campaigns across the buying journey and relevant channels
Continuously analyze and report on campaign performance, including pipeline and revenue impact KPIs, and provide insights and recommendations for optimization based on metrics
New Business Demand Generation:
Develop and execute demand generation strategies to attract and convert new business leads
Collaborate with segment marketing on strategies to drive lead conversion, including nurture and lead scoring models
Monitor and analyze lead generation metrics to improve campaign effectiveness
Customer Renewal Campaigns:
Create and manage campaigns focused reaching the buying committee and supporting retention goals
Develop targeted strategies to engage existing buyers/ customers and promote additional products or services
Work closely with the customer success team to align renewal campaigns with customer needs and feedback
Closely monitor customer retention rates, and upsell and cross-sell revenue impact
Other Responsibilities:
Collaborate across marketing functions to achieve cohesive and effective campaign execution
Lead cross functional team cadence, and facilitate meetings and workshops to align strategies and share insights
Develop strategies to effectively nurture campaign responders and develop lead scoring models to move top of funnel pipeline to MQL’s
Drive the campaign planning, execution, and measurement process, ensuring alignment with business goals and stakeholder expectations
Manage the campaign calendar and budget, and coordinate with internal and external resources to ensure timely and quality delivery of all campaign assets and activities
Coordinate ABM campaigns into segment planning, and ensure goal alignment by campaign type to maximize performance
Stay abreast of the latest trends and best practices in campaign management, demand generation, and retentional strategies, and apply them to enhance our campaigns and processes
Other Duties
Effective campaign and project management
Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in data
Performs other duties as assigned
Job Qualifications
Education:
- Bachelor’s degree or equivalent required
Experience:
6+ years of experience in B2B campaign management, including demand generation, brand, and retention campaigns, preferably in the healthcare or technology industry
A history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personas
Experience managing and activating global campaigns, including regional delivery models, from ideation to delivery
Proven track record of planning and executing successful integrated marketing campaigns that drive pipeline and revenue growth
Strong knowledge and experience with marketing tools (such as Demandbase, and 6sense), and ability to leverage them to create and execute targeted and contextualized campaigns
Experienced in digital campaign design, including familiarity with Marketo campaign structures and lead scoring models
Experience with workflow technologies (I.e. Workfront), and proficiency with marketing analytics and reporting tools
Demonstrated experience managing campaign briefings, build, coordination of execution, and analysis of results
Experienced Campaign Strategist: Proven experience in campaign management with the ability to translate insights into actionable campaign plans. Experience in defining messaging strategy across the customer journey with technical and senior-level buyers
Exceptional Communicator: Skilled at articulating complex ideas clearly and persuasively. Influential team member to get things done across functions and affect change across the organization
Analytical & results oriented: Ability to leverage data to optimize campaigns and drive strategic decisions. Hold yourself and teams accountable for performance.
Innovative: In-depth knowledge around campaign development best-practices, as well as a growth mindset that will help drive continuous improvement in the function. Ability to create inspirational new programs that align with business priorities and deliver results in a fast-paced, dynamic environment.
Other Knowledge, Skills, Abilities or Certifications:
Presence – Executive presence, working effectively with senior leadership at Wolters Kluwer, but able to roll up his/her sleeves and work effectively with all levels of the organization
Strategic Focus – The ability to see the whole picture and implement the changes today that will lead to the integrated, efficient organization desired in the future
Commitment – A trusted partner to segment leaders and marketing colleagues
Communication – The ability to plan and deliver oral and written communications that are impactful and persuasive with their intended audiences. Everyday skills that allow for open and honest communication across the team and organization. Articulate with the ability to generate enthusiasm within the organization
Business Acumen – Ability to perform with insight, acuteness and intelligence; a builder with a hands-on management style and a high sense of urgency
Outstanding Work Ethic and Passion – A person with the highest moral and ethical standards, who can be relied upon to always act in the best long-term interests of the company. A personality that embraces and is excited by a challenge
Strong interpersonal skills – Must be able to lead a multi-disciplinary group that is geographically distributed and newly forming
Time management – Strong time management and prioritizing skills with the flexibility to recalibrate quickly according to changing requirements
Travel requirements
Up to 10% travel
Compensation:
Target salary range CA, CT, CO, HI, NY, WA: $93,400-$130,600
EQUAL EMPLOYMENT OPPORTUNITY Wolters Kluwer U. S. Corporation and all of its subsidiaries, divisions and customer/business units is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.