SUMMARY:

Responsible for developing growth marketing programs for assigned product line(s)/business unit based on a strong understanding of the market(s) and buyer types served.

 

ESSENTIAL FUNCTIONS:

Develops, executes, and monitors growth marketing programs for assigned product lines and/or market segments for the Division. Partners with marketing and sales leaders to set, manage, and report on growth marketing goals for the Division. Analyses industry, market, competitive, and economic data from internal and external sources. Monitors regulatory landscape for opportunities to position the company and/or its thought leaders. Develops, executes, and reports on growth marketing strategies to include new business and customer expansion and retention programs. Collaborates with inside sales/CGT to drive personalized prospecting programs. Partners with technical subject matter experts to develop high-quality content and to stay abreast of new capabilities and internal dynamics. Articulates clear positioning and messaging strategies in alignment with the corporate marketing brand framework. Understands the competitive landscape and develops strategies to differentiate company services. Collaborates with corporate marketing and agency partners to build and leverage category-based thought leadership strategies and earned media content. Serves as an advocate for what the customer wants and needs from a lab services partner. Support sales conversions by monitoring the sales cycle and pipeline milestones. Works with the team to develop sales enablement tools and strategies to improve win rates. Performs win/loss interviews and analyses to drive continuous improvement. Manages program initiatives to budget; monitoring and reporting on cost per lead, average win, customer lifetime value, and marketing lifecycle goal attainment by product line/market.

 

Certificates

Pragmatic marketing certification is desirable.

 

Education & Experience

Bachelor’s degree in business or marketing; MBA preferred. 10+ years of product marketing experience. Experience in a laboratory environment or science-based business is desirable.

 

 

Required Knowledge

Strong understanding of market analysis, market segmentation strategies, developing buyer personas and defining buyer lifecycle stages. Strong understanding of building campaigns and programs using inbound, account-based, and intent data marketing strategies. Understanding various approaches to market research and analysis. Strong understanding of digital marketing strategies. Proficiency with Google and other PPC advertising programs, keyword analysis, and search engine marketing programs. Solid understanding of Salesforce and marketing automation systems. HubSpot experience is desirable. Understanding and adherence to applicable marketing laws, compliance, and regulatory requirements.

 

Required Skills

Strong project management and organizational skills; ability to effectively balance a wide range of diverse initiatives. Ability to balance strategy with strong execution. Exceptional writing/content development skills including the ability to interpret technical concepts and translate them into educational content. Analytical and ROI tracking skills. Ability to interpret, build, and visualize data in presentations, reports, and dashboards. Ability to support strategies and recommendations with solid data analyses. Budget development and management. Takes the initiative to look for opportunities, to seek answers, interpret problems, and source solutions. Proficient in MS Office applications, collaboration tools, and marketing technologies. Excellent communication and collaboration skills at all levels in the organization. Comfortable working independently and in a collaborative remote team setting. Ability to quickly establish creditability and strong working relationships. Management of budgets and third-party vendors.