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Marketing Manager

Company: The Lakewood Group
Location: Seattle
Posted on: March 20, 2023

Job Description:

Our client is well-established and growing market leader in the consumer goods category. The company has been in business for over 20 years and has invested in a world class tech stack. As the company grows its digital marketing capabilities a new B2B Marketing Manager role has been created to drive growth with the company's B2B customers. The role will lead a small team, work with cross functional resources, and outside contractors as needed.
Structure and optimize the B2B customer database to grow revenue through digital and offline (clean lead gen process through list purchasing, online lead gen)

  • Existing database mining, segmentation, and prioritization
  • Establish an understanding of the B2B customer lifecycle and use this to inform marketing efforts across the board
  • Work with the sales team to create selling moments based on customer segments
  • Work with the independent sales department to ensure the priorities and composition of the inside sales team are aligned with the database priorities
  • Working with the inside sales department, evaluate the current CRM, and recommend changes to support the above priorities
    Scale existing email and SMS marketing program
    • Establish a rigorous system of email performance tracking, AB testing, and improvement
    • Scale up email automation to nurture leads, grow existing customer sales, and recover lost customers
    • Deploy database segments to make email and SMS communications more relevant by segment
    • Align email marketing calendar with product launches and seasonal promotions
      Optimize the B2B website to drive new customer conversion and increase existing customer revenue
      • Run an effective site merchandising calendar, incorporating product launches and seasonal promotions
      • Test and implement targeted content by customer segment
      • Implement an SEO strategy to drive organic leads and track SEO progress on an ongoing basis (item and category page keywords, blog content, and other tactics)
      • Engage with the customer base to add new features that enhance the customer experience
      • Partner with the IT team to plan and implement site feature deployment
      • Partner with the design team to deploy site content and visuals
        Test and deploy an effective paid advertising strategy for lead gen, online customer conversion, and existing customer upsell
        • Optimize and scale up the existing search advertising program
        • Test and deploy a LinkedIn advertising program as appropriate
        • Test and deploy any other advertising strategies
        • Establish a strong lead capture funnel and retargeting strategy
          Optimize the direct mailing program to operate in sync with digital marketing and sales team efforts
          • Analyze previous direct mailing results to connect efforts with sales results
          • Adjust the direct mailing program based on re-evaluated customer segments
          • Scale up direct mailing with high-yielding segments
          • Use digital communication to support direct mailing campaigns
            Build, own, adjust, and deploy the overall b2b marketing budget in order to drive incremental revenue and customer retention

            • Minimum of 3 years of experience
            • Demonstrated success in b2b digital marketing, ideally in the product space
            • Highly data-driven
            • Ability to create, deploy, and scale up a marketing budget
            • Ability to lead a small team to drive department priorities
            • Experience collaborating with sales teams desired
            • Proficiency with digital marketing tools, including email software (Hubspot), and analytics tools
            • Ability to work cross-functionally with a variety of disciplines
            • Comfortable working in a fast-paced, evolving environment
            • Humble, scrappy, and positive team player
              • 40% employee discount
              • Health, Dental, Vision, and Life Insurance, 401k with employer match
              • Growth and development opportunities
              • Generous PTO accrual beginning day 1
              • 8 Paid Holidays per year
              • $105-115k base salary DOE plus performance bonuses
                Other:HQ in Seattle - Hybrid 2x per weekReports to VP of Marketing

Keywords: The Lakewood Group, Seattle , Marketing Manager, Advertising , Seattle, Washington

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