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Manager, Customer Acquisition Strategy
Posted on 12/6/2012
||CT-New Haven USA
||Full Time Employee
The Global Marketing Operations team supports the Surgical Solutions’ Marketing Organization in meeting its strategic objectives by generating demand, new customer acquisition and customer retention aligned to business objectives through the deployment of holistic lead nurturing campaigns that consider where prospects are in the customer lifecycle and deliver appropriate content to improve lead-to-conversion ratios, accelerate the development of sales-ready leads and speed the convert-to-buy cycle. The key functions of the position and Marketing Operations team include demand generation strategy, marketing channel strategy, program development, execution, measurement and reporting in collaboration with Manager, Content Strategy, Manager, Marketing Automation, Director, Global Marketing Operations and other applicable members of the Commercial Operations function.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
The Manager, Customer Acquisition, with minimal supervision, is responsible for the strategic planning, development, execution and measurement of integrated marketing programs to include a) working with and understanding the needs of the assigned business(s) of responsibility; b) working with and understanding the needs of the customers; c) developing and documenting downstream marketing plans to include integrated sales enablement and customer acquisition programs/initiatives; d) managing Marketing Operations responsibilities associated with demand generation and customer acquisition initiatives; e) providing strategic guidance through the development, implementation, management and measurement of all integrated program for assigned business(s) of responsibility. Key duties and responsibilities of this position include:
Customer Acquisition:Manage the development and execution of strategic customer acquisition programs that ensure the business meets its goals across customer and account segments. Through the implementation of and alignment to downstream customer acquisition plans, this position will guide all acquisition program strategy and implementation, including coordination of the operational development of all customer acquisition marketing programs launched to the marketplace, through an optimized mix of channels based on targets. Additionally, this position and function will manage the development and execution of plans to drive efficient up-selling/cross-selling of other products and services.
Customer Segmentation and Targeting:Drive acquisition programs aligned to marketing and sales plans and objectives by leveraging a quantitatively-derived, fact-based and insight-based segmentation framework that identifies the highest potential customers with the greatest Customer Lifetime Value (CLV) in order to appropriately allocate Marketing resources to capitalize on these segments.
Marketing Program Execution:Activate strategic and tactical downstream marketing planning, designed to drive acquisition and retention efforts by leveraging a wide variety of online and offline marketing channels and sales vehicles, including traditional sales enablement content and tools, web design and online customer experience, online/e-mail marketing, SEO/SEM, direct mail (and other forms of offline direct marketing), advertising and media, events, co-promotions, etc. This work will be done in collaboration with a number of other functions across the company, including, but not limited to Product Marketing, Market Development, Marketing Communications, Regulatory Affairs, Clinical Affairs, Legal Affairs, Corporate Web Center of Excellence and Corporate Commercial E-Business.
The Manager, Customer Acquisition will work in close collaboration with functions within the Marketing Operations and Commercial Operations functions and their assigned business(s) units of responsibilities, as well as in partnership with marketing colleagues and external agencies and consulting partners.
Understands the customer life cycle and develop customer acquisition strategy aligned the customer’s journey in order to generate demand and drive profitable revenue growth.
Relies heavily on the utilization of data analytics, testing and a robust understanding of business drivers and what is required to fill the top of the customer life cycle funnel.
Utilizes a demonstrated knowledge of the utilization of sales enablement, marketing automation and CRM toolsets in customer acquisition programs.
Ensures the effective integration of web, search, social media and applicable digital strategies and channels into marketing programs.
Works closely with the Manager, Content Strategy in the strategy and development of content and portfolio messaging in support of customer acquisition program requirements.
Works closely with the Manager, Marketing Automation in the strategy and development of automated drip, nurture and event campaigns and related landing pages and web sites in support of customer acquisition programs.
Accountable to the performance of customer acquisition programs and responsible for program metrics, analysis and reporting in collaboration with the Portfolio Marketing Strategy team.
Recommends corrective actions, program enhancements, and opportunities necessary to achieve established program objectives.
Drives operational excellence in the marketing organization through identification and execution of opportunity areas that create efficiency, remove obstacles, or create improved processes and approaches to the business.
Stays informed about industry developments and trends.
Stays informed about the competitive landscape.
Travels to relevant businesses locations, region(s) and customer locations to meet with current and prospective customers to receive input on customer needs and behaviors, programs, messaging and other applicable initiatives.
Maintains effective relationships with internal and external customers globally.
Manages external partners and/or teams to ensure successful the delivery of marketing strategies and programs.
Coaches, mentors, and advises junior Marketing Operations staff in project matters.
Bachelor’s Degree in Marketing or related field required, Masters Degree or MBA preferred.
Five (5) years of customer acquisition, direct marketing or marketing management and project management experience in B2B or B2C. A combination of related, relevant experience will be considered. Healthcare and complex B2B experienced preferred.
KNOWLEDGE, SKILL, AND ABILITY:
Demonstrated history with acquisition marketing strategy, planning, execution and measurement, preferably within a complex B2B environment.
Demonstrated history with customer segmentation, developing market strategies and integrating programs across multiple functions.
Demonstrated knowledge and ability in content marketing strategy, application and best-practices.
Demonstrated knowledge and ability in digital marketing strategy, application, best-practices and measurement.
Demonstrated knowledge of the use of Marketing Automation software platforms (e.g., Eloqua).
Demonstrated knowledge and ability in Marketing Resource Management tools (e.g., Orbis).
Demonstrated knowledge of the use of CRM platforms (e.g., salesforce.com).
Strong strategic and analytical market thinking, ability to collaborate cross-functionally and influence constituencies across the organization.
Experience in developing marketing plans and conducting marketing/brand strategy.
Ability to work effectively in high-energy, cross-functional teams.
Ability to think strategically and envision the big picture.
Ability to lead and partner with others for “best case” decision making.
Demonstrated experience in managing projects that have tight deadlines and multiple moving pieces.
Detailed-oriented, effective in written and interpersonal communication.
Excellent verbal and written communication skills. Must be able to present effectively to very senior executive level members and system members.
Comfortable operating under pressure, in a dynamic environment, and across functions.
Ability to drive and execute multiple simultaneous projects.
Analytical, prioritization and organization skills.
Ability to write effective marketing plans and program plans.
Computer competency in Microsoft Word, PowerPoint, Excel, Visio, Project, Outlook
Understanding of organizational dynamics, operating experience with large and complex organizations.
Skilled in building customer relationships and conflict resolution.
Skilled in budget management.
This position requires occassional domestic and international travel.