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Marketing Communications Director
Equifax
New York, NY, United States
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The Marketing Communications Director consults the Data-driven Marketing team and managers on media, public relations and brand awareness to build strategies with a depth of experience and leadership abilities to manage the function as a sole contributor. This individual has the drive and determination to manage multiple initiatives; create and execute initiatives in a timely way; the innovativeness to be successful in all areas of media; the maturity of being a team player and operating in an environment of significant autonomy and accountability.
The Marketing Communications Director coordinates a variety of marketing execution resources (internal and external) and will work cross-functionally, unifying and motivating peers from different teams (e.g. marketing, product management, and sales) to execute on marketing initiatives.
Who is Equifax?
Equifax, a global company headquartered in Atlanta, solves complex problems for customers by delivering unique insights that matter to them. Coupled with differentiated data assets, analytics, technology and expertise, Equifax has the ability to deliver those insights at the moment they are needed most – in store, on the Web, over the phone, in a marketing campaign or via business intelligence applications. Equifax’s goal is to help customers achieve maximum value across their business, throughout their customer lifecycle and across their operations.
The Data-Driven Marketing capability from Equifax creates integrated data-driven marketing solutions that enable targeted, meaningful interactions for our clients across the customer lifecycle — driving acquisitions, increasing engagement and loyalty, and improving marketing ROI. The Marketing Communications Director, Data-driven Marketing (DDM) is responsible for creating and executing marketing strategies that generate marketplace awareness of DDM leveraging earned, owned and paid media channels. A core responsibility of this role is supporting the communication of the strategic direction, key business priorities, and advancing the reputation of DDM through well-designed, strategic public relations and other awareness generating initiatives including media relations and influencers programs. This role is also responsible for designing and implementing digital content distribution, advertising strategies, and management of Web/SEO/SEM and social media presence for DDM.
As the Marketing Communications Director, you will:
• Design and execute marketing strategies that generate marketplace awareness of DDM Capability and differentiate the DDM business in the marketplace
• Work within the DDM marketing team and with an agency, but in close coordination with the global Public Relations team
• Design and execute Public Relations programs leveraging thought leadership, DDM capability spokespersons, product releases, new offerings, and events via positive placements in targeted marketing trade media
• Position our business leaders and subject matter experts with their respective vertical industry outlets via bylines, white papers or other thought leadership initiatives o Crafting PR programs around DDM’s new capabilities and offerings, including but not exclusive of media relations activities
• Build an Influencers Programs to help build the company's reputation remaining current on trends and identifying opportunities to position company as thought leader
• Work closely with Marketing and our Corporate Communications/PR team to align and coordinate across other enterprise marketing and communications programs
• Develop and maintain relationships with key media and influencers at the national level and in monitoring media coverage results for DDM and its competitors
• Be responsible for content activation and amplification via social media platforms
• Provide crisis/issues communications support
• Execute marketplace awareness and brand building strategies leveraging digital and traditional media
• Utilize knowledge of competitive landscape to best position capability messaging and solutions to express DDM value proposition
• Manage DDM web properties and online presence, including but not limited to DDM website, social (paid and earned), performance reporting (web, social, blog, etc.)
• Create and execute advertising and content distribution strategies that leverage effective audience-centric messaging and value propositions designed to drive consideration
• Create brand awareness and demand by planning a range of online events that are targeted at various audiences and buying roles (podcasts, webinars, etc.)
• Manage industry event strategy by determining which events to attend, justify budget spend, design and execute event plans and ensure objectives are set and met at all events
• Pre-determine program objectives and metrics in which events are one of a group of integrated, multi-touch tactics that support reputation, demand creation or sales enablement program goals
• Manage industry membership involvement, continually evaluating return and strategic relevance of memberships
• Contribute to the DDM marketing plan to ensure plans include effective awareness generation components built around appropriate target markets, buyers, the industry landscape and key issues
• Monitor industry trends (e.g. industry regulations, technology trends, macroeconomic conditions, business processes, challenges) and terminology, and act as a Marketing industry subject matter expert
• Develop and leverage an in-depth understanding of customer needs within the Data-driven Marketing industry and target segments/industry
• Identify target accounts within the industry as well as market awareness strategies that align with target markets and our buyers’ buying process and customer journey
What makes you a fit for this role?
• You possess the ability to develop marketplace awareness strategies to drive demand and awareness within specific target segments or verticals
• You can work across business units to work hand-in-hand with other enterprise Marketing resources, other Equifax capabilities (e.g. Fraud, Analytics), and work in close alignment with Sales and other stakeholders
• Ability to direct agency partners, consultants and multiple specialist marketing resources internally and externally
• You thrive in working in fast-paced environment
• Ability to adjust to new, changing for ambiguous situations (e.g. different management styles, new methods, systems and procedures) and changing priorities within the business and the marketplace.
• Critical thinking, strong initiative and drive, and project management abilities
• Strong capability to define and simply communicate the positioning of Equifax in markets and segments
• You have excellent written and verbal skills with sensitivity to diversity of audiences including internal and external groups of varying sizes
• You initiate and take responsibility for own development
• Ability to travel, as needed
Requirements:
• Minimum 7 – 10 years of experience in a B2B marketing role in a complex business environment, including extensive experience with integrated and content marketing strategies
• Public Relations management experience, including agency management
• Must have an understanding of Marketing Planning, Public Relations, Marketing Communications, Media/Advertising, traditional and new marketing tactics, and omni-channel marketing
• Must have a strong background in Social Media
• Bachelor’s degree in journalism, communications, marketing, finance, management or similar field required
What will make you stand out above the rest?
• MBA preferred
• Experience in the technology, analytics and/or data industries or working with technology and/or data-related products and services
• MarTech/AdTech industry experience highly desired
The Perks of being an Equifax Employee?
We offer an excellent compensation packages with high-reaching market salaries and 401k matching, along with the works: comprehensive healthcare packages, schedule flexibility, work from home opportunities, paid time off, and organizational growth potential.
We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
To speak to us about this role in more detail apply online.
Primary Location:USA-New York
USA-Atlanta Corporate, USA-Atlanta JV White, USA-Atlanta-One-Atlantic-Center, USA-McLean, USA-New-York-Remote
Function:Function - Marketing
Schedule:Full time