Job Ref: 212723679

Date: 2020-11-09 17:11:03

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Our client has a permanent vacancy for a Digital Marketing Executive to manage and own the end-to-end middle and bottom of the marketing funnel (convert) lead generation process, including its performance. Responsible for driving unqualified leads (passed over by top of the funnel) through the funnel, nurturing prospects (aligned to core buyer personas) into marketing qualified leads (MQLs). You will plan, define and deliver the ‘convert’ B2B marketing lead generation activity calendar and its ongoing management, aligned to the B2B Marketing plan and the commercial needs of the business. Primarily you will be responsible for the middle of the funnel (convert) lead generation, however you may need to also support on the top of the funnel depending on the commercial needs of the business. In addition, you will manage the day-to-day budget and reporting (in line with Marketing KPIs and the business’ commercial focus) for all middle of the funnel (convert) lead generation activity.

The Detail:

Define, deliver and performance manage all the middle of the funnel (convert) lead generation nurturing activities, aligned to the wider B2B marketing plan and commercial targets.

▪ Utilise HubSpot’s marketing automation features to nurture unqualified prospects (provided by the top of the funnel activities), then build and manage your own dynamic workflows to nurture and convert them into MQLs to be passed to the segments via Salesforce (including the creation of forms, email templates, calls-to-action and multi-channel content).

▪ Manage the key conversion points in the workflows, including forms, landing pages, website CTAs, and email templates. Using A/B testing where appropriate to continually measure the performance of these conversion assets, in effectively engaging with the key buyer personas and converting into MQLs.

▪ Segment new subscribers and unqualified leads based on behaviours such as email engagement and website interactions (content downloads, site page visits amongst others).

▪ Work with the B2B team to establish closed-loop analytics with the segments, to understand how our lead generation activity is converting into clients, and continually refine our process to convert customers.

▪ Stay up-to-date with digital marketing trends and potential new channels and strategies to keep us ahead, in terms of lead nurturing and conversion rates for MQLs.

▪ Collaborate with the wider B2B team to continually measure the performance of our digital assets within Sodexo and optimise the lead to client conversion by increasing funnel marketing efficiencies, to ensure the pipeline is kept well populated in line plans with commercial expectations.

▪ Ability to think about and manage processes, to work efficiently and effectively with multiple internal and external stakeholders.

▪ Manage relevant budgets, reporting and regular analysis of convert marketing activity to achieve core KPIs and deliver commercial targets

▪ Be agile and support other areas of the funnel when requested by the Head of Digital Marketing.

▪ Support in the day-to-day management of our core digital systems, to ensure they are being utilised correctly and optimised (e.g. HubSpot and Salesforce).

▪ Ongoing analysis and performance reporting to ensure all leads nurtured and converted and moved into Salesforce are in alignment to the B2B marketing strategy (quality, scoring, amount), segment expectations and to the commercial focus of the business.

Requirements:

Degree level educated – preferable (ideally in Business and /or Marketing)

Previous experience – Over 3 years of proven experience and results within B2B marketing, with a focus on lead generation and conversions. Experience using automated systems and content to create workflows and multi-channel campaigns (Email/Web/Social/Paid/SEO) to drive conversions and achieve results.

Results focused – has a hunger for not only achieving KPIs but smashing them out of the park!

Data Driven Mindset – ability to focus on the science and data of marketing

Digital ecosystem savvy – is at home using systems and channels such as HubSpot, Salesforce and AB Tasty

Great communicator – a people-person, you will have the ability to build close-knit relationships with key internal and external people

Positive and proactive – glass half-full attitude, with great initiative who can hit the ground running

Driven and passionate – someone who is truly excited by the prospect of working with one of the largest global brands

Flexible and responsible – not put off by a fast-paced and changing environment and tight deadlines

A real team player – willing to roll up your sleeves and get stuck in

A true brand ambassador – demonstrate enthusiasm and positivity for our brand both internally and externally

Due to the large number of responses we receive it is not always possible to respond to every application. We will only contact those candidates short-listed for this role. If you have not heard from us within 7 days please assume you have been unsuccessful on this occasion. If you wish to apply for further roles please do so. We will retain your details on file and contact you should a suitable vacancy become available

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