PressReader

Marketing

• Translate territory plan output, segment priorities, whitespace, pipeline targets, into campaign strategy: what we say, to which audience, through which channels, and why
• Partner with Product Marketing and Sales leadership to understand what each territory or vertical actually needs from marketing, and make sure campaigns are built to support those specific goals rather than a one-size-fits-all plan
• Bring creative and strategic judgment to campaign design
• Build and maintain the marketing campaign calendar across all core verticals (public and academic libraries, hospitality, healthcare), coordinating with Product Marketing, Content, Creative, and Events
• Run the campaign brief and intake process so Creative, Content, and channel teams are never working from conflicting or last-minute direction
• Directly manage the Web Strategy Lead, Email Strategist, and Social Media & Growth Coordinator, setting priorities and ensuring channel-level work ladders up to campaign and territory goals
• Own the relationship with our paid media agency: approve budget pacing, review creative and targeting recommendations, and hold the agency accountable to performance benchmarks
• Look beyond traditional paid channels where the audience calls for it, identifying and recommending the right mix of trade, association, and niche vertical media to reach buyers in our core segments where they actually are, and build the business case for that spend
• Coach the team on execution quality and channel best practice, without owning the hands-on production work yourself
• Own campaign performance reporting: which campaigns ran, what they cost, what pipeline or engagement they drove, and how they're tracking against territory goals, reported consistently and on a regular cadence
• Balance demand generation accountability with brand awareness goals
• Partner with our marketing ops/analytics function to access the data needed for reporting, without owning the underlying dashboard or integration infrastructure
• Bring a clear point of view on what's working and what isn't, and adjust the campaign plan accordingly

Senior Marketing Manager, Integrated Campaigns