Marketing Manager-Demand Generation and Automation

Job Purpose

We are looking for a passionate and results-oriented marketer to join the core marketing team as a Marketing Manager - Demand Generation and Automation to help drive Acuitys value proposition effectively in existing and new markets.

In this critical role you will be responsible for strategizing demand generation campaigns across different business lines working with global stakeholders to drive brand visibility, engagement, and lead generation. You will lead marketing automation and organic demand generation for Acuity and will be instrumental in creating the technology roadmap for the marketing team.

Day-to-day responsibilities include utilizing market-leading marketing automation platform to execute global campaigns for nurturing key accounts and generate quality leads to acquire new customers. You are also expected to support demand generation activities via paid channels. You will work closely with the key marketing and sales stakeholders, delivery and product teams and multiple global agencies.

You will drive key elements of our marketing mix across branding, solution marketing, product marketing, demand generation activities, campaigns, social media marketing and much more while working with a diverse set of cross functional teams, senior leaders and CXO level internal and external stakeholders.

The ideal candidate must have a deep understanding of marketing automation tools like HubSpot, Pardot, Marketo, Active Campaign and similar Marketing Automation platforms. You will be responsible for designing, implementing, and optimizing marketing automation workflows to drive lead generation, nurture leads, and improve overall marketing efficiency.

Key Responsibilities

Qualifications and Technical Skills:

• 6 - 10 years of experience in marketing automation and email marketing (Expert in the marketing automation space with a proven track-record of showcasing impact)
• Advanced proficiency in marketing automation tools.
• Experience in integrating multiple marketing platforms and systems.
• Strong experience in data enrichment, database segmentation and CRM curation
• Knowledge and experience of running AI empowered campaigns
• Understanding of financial services industry (preferred) and B2B Financial services marketing
• Experience of managing marketing budgets (Preferably more than USD 1 Mn)
• Excellent project management and organizational skills.
• Experience on multiple paid marketing channels (Google Ads, LinkedIn Ads, FB Ads, Twitter Ads, YouTube Ads)
• Good to have: Technology/SaaS based products and platform marketing

Marketing Automation:

• Platform Expertise: Proficient in using marketing automation tools like HubSpot, Pardot, Marketo, Active Campaign or similar platforms to create and manage complex marketing workflows.
• Workflow Design: Design and implement effective marketing automation workflows, including lead scoring, lead nurturing, and lead routing.
• Data enrichment, data cleansing and audience segmentation: Ensure that marketing databases are optimized for the best results
• Data Integration: Integrate marketing automation platforms with other systems (CRM, CMS, etc.) to ensure seamless data flow and accurate reporting.
• Lead Scoring: Develop and refine lead scoring models to identify high-quality leads and prioritize follow-up efforts.
• Campaign Optimization: Continuously monitor and optimize marketing automation campaigns to improve performance and ROI.
• A/B Testing: Conduct A/B testing to identify the most effective marketing strategies and tactics.
• Analytics and Reporting: Analyze campaign performance metrics and provide actionable insights to improve future campaigns.

Email Marketing:

• Email Campaign Creation: Develop and execute targeted email campaigns, including lead nurturing, product promotion, and brand awareness campaigns.
• Email Design: Create visually appealing and responsive email templates.
• Email Deliverability: Monitor email deliverability and optimize email campaigns to maximize open and click-through rates.
• Personalization: Implement personalized email campaigns to increase engagement and conversion rates.
• List Segmentation: Segment email lists based on demographics, behavior, and other relevant criteria.

Reporting and Analytics:

• Data Collection and Analysis: The ideal candidate should have proven experience in collecting, analyzing, and interpreting large datasets to provide actionable insights and recommendations.
• Report Generation: They must be proficient in generating comprehensive reports that summarize findings and trends, utilizing tools such as Excel, SQL, or other data visualization software.
• Performance Metrics Development: The role involves developing, tracking, and reporting on key performance indicators (KPIs) to measure business performance and support decision-making processes.
• Technical Proficiency: A solid understanding of database management, statistical analysis, and data mining techniques is essential. Familiarity with software like Python or R will be an added advantage.

Paid ads and demand generation

• Campaign management: Extensive experience in managing and optimizing paid campaigns across various digital platforms.
• Data Driven: Adept at analyzing campaign performance data, making data-driven decisions, and continuously improving campaign results.
• Budgeting: Possess strong skills in keyword research, ad copywriting, and budget management.
• Targeting: Have a solid understanding of audience targeting, retargeting strategies, and conversion rate optimization.
• Trends: Familiarity with the latest industry trends and best practices is also essential.

Behavioral Competencies

Personality, Attitude, and Approach:

• Self-starter and Go-getter attitude: takes initiative and anticipates challenges, finding opportunities to add value without waiting for direction
• Analytical: Comfortable with data and metrics, with the ability to extract actionable insights that drive campaign effectiveness across marketing managers and sales team.
• Resilient: Thrives under pressure and remains focused and effective in a fast-paced environment
• Customer centric: Focused on understanding and addressing the needs of the target audience

• Results-driven: Prioritizes outcomes and ROI, balancing short-term wins with long-term goals

• Growth-oriented: Seeks opportunities for professional development and stays updated with latest marketing trends

• Strategic in approach: balances tactical execution with long-term strategic planning

• Holistic thinking: takes time to understand the full marketing funnel and channelizes efforts for cohesive strategies

• Data driven: Strong analytical skills and ability to interpret data to drive decision-making.

• Effective communicator: good listener with strong interpersonal skills.

• Exceptional organizational skills, including multi-task capability, priority setting and meeting deadlines

• Ability to build collaborative relationships and effectively leverage networks to mobilize resources

• Clear thinking and influencing skills to develop and gain buy-in for strategic plans