Job Description:
- This role is responsible for developing consistently engaging online and application experiences across multiple platforms, products, and channels.
- While not responsible for the production of assets or campaigns, this role will lead the continuous evolution and communication of the Executional Excellence Guidelines that need to be developed.
- This person works closely with the entire Digital Health organization, Brand Marketing teams, our Technical Field Force, and third-party External Partnerships to actively contribute to the design and deployment of all email/web assets and campaigns in order to achieve high consumer and customer engagement (e.g., open rates, click through rates, time on site, sign-up, revenue generated on actions).
- Responsible for the development, implementation and execution of the (B2B) product marketing strategy to grow our digital health product portfolio.
- Shape product narratives, targeted audience segmentation drivers, and end-to-end product positioning.
- Own and manage platform content, ensuring it meets the needs of the target audience. (awareness, education, acquisition, conversion, loyalty, etc.).
- Conceive and propose new strategies and concepts, guiding those projects to completion-including marketing for new product launches, driving traffic, and optimizing marketing channels.
- Invent and analyze, test and learn opportunities to drive results to scale into broader efforts across the digital product portfolio.
- Build traffic-driving campaigns for current and future product and feature launches.
- Create marketing assets to support campaigns in partnership with dedicated in house design and external agency partner teams.
- Utilize creativity and judgment to develop solutions based on an ever-changing landscape and customer usage patterns.
- Take into account design aesthetics and be adept in persuasive copywriting to develop strategic campaigns that resonate with the end customer.
- Provide high level analysis of potential business opportunities utilizing insights from market research, industry trends, competitive intelligence, and understanding of vet clinic and pet owner needs.
- Establish proper methods to quantitatively and qualitatively measure the customer experiences resulting from marketing programs.
- Continuously elevate the caliber of the organizations use of multiple marketing channels to deliver positive customer experiences.
- Develop, launch, test, and report on market-leading awareness, education, and conversion-oriented programs.
- Identify opportunities to automate, scaling limited resources, freeing up time for high value-added activities and thinking.
- Recognize the point of diminishing returns and redirect efforts when current approach is not achieving desired outcomes.
- Support and provide best practices which include business communication skills, process development and presentation, requirement gathering, marketing program design, testing, and implementation to strengthen digital health product portfolio.
- Ensures strategy and tactical plans are in support of the overall product roadmap, customers, and overall digital team objectives.
- Through social media, influencer marketing, web, and email, lead key brands presence and evolution in digital, implementing best practices and utilizing data and insights for continued evolution.
- Leverage brand/category followers and industry for insights, content, ideas and innovation.
- Drive consistent execution of product marketing strategies, tactics and campaigns with internal and external cross functional teams.
- Report to Leadership on key metrics of measurement maturity across the portfolio, analyzing and interpreting trends and providing actionable insights.
- Encourage and adopt customer (B2B2C) perspectives to anticipate expectations and work with stakeholder teams to develop and evolve solutions accordingly
- Lead comparative assessments of competitor product marketing, messaging, and delivery mechanisms.
- Utilize tools and feedback to create communication and marketing activation plans.
- Understand which marketing deliverables and associated business impact are the most effective depending on the stage of the customer journey and product life cycle.
Skills:
- Team player: ability to work well with others in a collaborative environment.
- Unrelenting in looking for innovative approaches to have impact on the business.
- Quickly comprehend complex projects and respond with thoughtful & professional guidance.
- Paid Digital and Social Media strategies including analytics.
- Email marketing and Execution of omni-channel marketing campaigns.
- Lead Nurturing/Acquisition Marketing and Audience Development.
- Digital Campaign mapping and tracking.
- 1-2 years experience building, launching and reporting on campaigns using Adobe Analytics, Campaign, Magento, Target, Audience Manager, Tableau, Pardot, Veeva and Salesforce.
- Exceptional organizational, project and people coordination skills.
Education:
- Bachelors degree in Business, Marketing or related field.
- Excellent written and verbal communication skills.
- 5-7+ years experience in product marketing, brand marketing, digital marketing and/or marketing communications, diverse B2B channel management.
- Experience with demand creation funnel, lead gen optimization, conversion to opportunities and maximizing ROI.
- Proficiency with MS Office.
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