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.
Responsibilities:
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
          
          Qualifications:
          • 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
            Benefits/Compensation:
            • 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