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 Manager, Marketing Automation, with minimal supervision, is responsible for 1) marketing automation strategy; 2) program design, development, testing, execution, maintenance within the marketing automation system; 3) program measurement and reporting. This role will be a power user of marketing automation and CRM systems. This role will work in close collaboration with Managers of Customer Acquisition Strategy, Managers of Content Strategy and other members of the Marketing and Commercial Operations functions.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
•Supports strategic operations by designing, executing and reporting on all automated drip, event and nurture campaigns to include awareness, customer acquisition and retention programs. •Works with Customer Acquisition Strategy and Content Strategy teams to translate marketing requirements into functional campaigns within marketing automation and CRM systems. •Understands the customer life cycle and develops marketing automation strategy aligned the customer’s journey in order to generate awareness, demand and customer retention as well as drive profitable revenue growth. •Analyzes marketing operations processes and workflows to find and implement new efficiencies. •Provides day-to-day system maintenance and configuration of the systems, as well as act as the first line of defense for system support. •Ensures the effective utilization of marketing automation and CRM toolsets in customer acquisition programs. •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. •Ensures the effective integration of web, email, search and applicable digital strategies and toolsets into marketing programs. •Accountable to the performance of customer acquisition programs to include testing, metrics, analysis and reporting. •Recommends corrective actions, program enhancements, and opportunities necessary to achieve established program objectives. •Stays informed about industry development 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 automation strategies and programs •Works closely with operations team to define and implement new functionality and product offerings based around the marketing automation platform while adhering to marketing best practices. •Drives innovation of the Covidien marketing customer acquisition program efforts. •Works with IS and internal technology partners to understand system functionality and marketing technology roadmaps (e.g., integration of marketing automation, CRM, web, CMS, etc.) •Provides guidance, leadership and training to obtain adoption with internal and regional partners. •Routinely audits user practices to ensure compliance.
•Bachelor’s Degree in Marketing, MIS, Business Administration or related field required
•Three (3) to five (5) years of marketing automation project management experience in B2B or B2C with Eloqua.
Prefer additional experience with Marketo, Aprimo, Manticore, Salesforce.com, MS CRM On-Demand, Siebel CRM On-Demand. A combination of related, relevant experience will be considered. Healthcare and complex B2B experienced preferred. •6-10 years related marketing experience •Proven experience interfacing with high-level marketing and sales executives •Previous experience in or working closely with Marketing and Information Systems