Management & Business Others Marketing and PR Media
3 - 5 Years
Digital Marketing Manager, Demand Generation & Conversion Strategist
Our Global Marketing team has a unique and exciting opportunity for a Digital Marketing Manager, Demand Generation & Conversion Strategist. In this global role, you will oversee the development of multi-channel, digital content engagement programs (inbound & outbound) that help drive new customer acquisition, increase product utilization, and improve IDEXX customer engagement. You will have the opportunity to design the step-by-step digital marketing engagement and lead generation campaigns that connect content assets and marketing tactics, including email, paid media, SEO, SEM, remarketing, video, progressive profiling, and website/landing page personalization that support the global business goals for each line of business under the IDEXX CAG umbrella.
As part of the Global Brand, Content, and Digital Marketing team, you will develop digital marketing strategy maps that serve as the blueprint for audience segmentation, if/then marketing automation execution, channel deployment, and ongoing optimization required to meet IDEXX lead generation and customer acquisition goals. The Global Marketing organization is a customer-focused, high-impact organization designed to drive accelerated business growth and activate the Brand promise of IDEXX through the creation and implementation of global omnichannel marketing strategies.
It’s an exciting time to join IDEXX Companion Animal Group (CAG) Marketing. As a member of the team, you will work cross-functionally to achieve common goals with professionals in over 22 countries worldwide, all with the shared goal of growing market share and brand awareness and providing educational opportunities around best medical practices and our products and services.
You can work anywhere throughout the world in any country where we have a business entity!
In the role of Digital Marketing Manager, Demand Generation & Conversion Strategist, you will:
Design global digital marketing and demand generation strategy that achieves IDEXX lead generation, opportunity pipeline, onboarding, and utilization goals.
Create a predictable, repeatable, and globally scalable digital marketing process for nurturing and converting marketing qualified leads (MQL) to sales opportunities.
Partner with Content Marketing & Communication Strategists to develop digital marketing channel strategy, content optimization plans, and KPIs/performance forecasts.
Collaborate with Content Marketing, SEO/SEM, and Paid Media Managers to define and map the role of each digital marketing channel within each demand generation initiative.
Be responsible for contact collection and segmentation strategy as it relates to website forms, progressive profiling, content personalization, email, and digital ad remarketing.
Align with marketing and sales teams to establish marketing qualified lead (MQL) criteria, volume estimates, service level agreements (SLA), and sales acceptance criteria.
Establish lead scoring & grading criteria in partnership with marketing and sales stakeholders.
Apply a deep understanding of marketing technologies to the digital marketing and lead generation mapping process to ensure efficient and effective use of IDEXX utilized platforms (e.g., Google, Salesforce Sales Cloud, Salesforce Pardot, and Salesforce Marketing Cloud).
Collaborate with Global Digital Deployment Specialists in converting campaign maps into technical solution blueprints for execution with digital marketing platforms (e.g., Google, Salesforce Sales Cloud, Salesforce Pardot, Salesforce Marketing Cloud).
Identify key conversion points in the marketing and sales funnel, optimize the conversion paths using A/B tests, multi-variation tests, and split testing methods.
Dive deep into acquisition, activation, and conversion performance data to identify opportunities to improve digital marketing effectiveness.
Participate in one or more of the following activities:
Collaborate and work cross-functionally and with outside agencies. Ensure optimum marketing and sales communication across the division. Collaborate with the sales team to move products into the marketplace.
Responsible for attaining expert knowledge on the business and application of IDEXX products worldwide.
You may mentor, train, and coach others and may be responsible for budget setting, monitoring, and control.
What you will need to succeed:
Bachelor’s Degree or equivalent combination of education and experience required Master’s Degree or equivalent preferred
Demonstrated B2B digital marketing and demand generation skills (e.g., strategic planning, segmentation, marketing automation, lead scoring, MQL forecasting, and sales enablement)
Experience in the development of creative campaigns and execution of email marketing, social advertising, content syndication, SEO, and paid digital.
Demonstrated ability to evaluate messaging, conduct A/B testing, audience segmentation, and build campaign triggers and offers that grow the MQL-SQL pipeline.
B2B lead generation, customer engagement, and conversion experience
Experience with marketing automation technology – Salesforce, Pardot preferred
Global experience preferred
Strong technical and market knowledge, analytical and modeling expertise, advanced analytical and problem-solving skills; ability to anticipate and resolve issues
Ability to prioritize, maintain focus, and manage multiple projects, develop and implement strategic programs, ability manage strategy and details concurrently
Excellent communication skills both written and verbal, advanced presentation skills; ability to present and explain information to all audiences
Proven management and leadership skills as applicable, the ability to work in and lead teams that are highly matrixed, cross-functional, and technical.
Financial acumen and budget management skills
Foreign language a plus, or may be required
Proficiency in MS Office applications–with strong/advanced knowledge of spreadsheet and database software
Some travel may be required, when it is safe to do so
Due to the current pandemic, as it relates to COVID-19, our employees' safety and well-being are top of mind for us. Currently, our team is working remote full-time and will continue to do so at least through to 2021. This means that we are providing our onboarding, training, and support for our new hires (like yourself) virtually.
We’re proud of the work we do, because our work matters. An innovation leader in every industry we serve, we follow our Purpose and Guiding Principles to help pet owners worldwide keep their companion animals healthy and happy, to ensure safe drinking water for billions, and to help farmers protect livestock and poultry from diseases. We have customers in over 175 countries and a global workforce of over 9,000 talented people.
So, what does that mean for you? We enrich the livelihoods of our employees with a positive and respectful work culture that embraces challenges and encourages learning and discovery. At IDEXX, you will be supported by competitive compensation, incentives, and benefits while enjoying purposeful work that drives improvement.
Let’s pursue what matters together.
IDEXX values a diverse workforce and workplace and strongly encourages women, people of color, LGBTQ+ individuals, people with disabilities, members of ethnic minorities, foreign-born residents, and veterans to apply.
IDEXX is an equal opportunity employer. Applicants will not be discriminated against because of race, color, creed, sex, sexual orientation, gender identity or expression, age, religion, national origin, citizenship status, disability, ancestry, marital status, veteran status, medical condition, or any protected category prohibited by local, state, or federal laws.