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Senior Manager, Engineering & Technology Segment Marketing
Elsevier
New York, NY, United States
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Act as the "voice of the Engineering & Technology segment" globally within Elsevier and to the market, identifying and translating customer needs into value-centric practical marketing programs to drive growth. Responsible for effectively reaching and engaging on value with the key buyer audiences in the two Engineering & Technology priority industries, Chemicals and Oil & Gas, and a longer tail of additional technical industries such as Aerospace & Defense “other” industries with a more horizontal value proposition, to drive growth across the product portfolio. Priority products within the portfolio include ScienceDirect, Scopus, Reaxys, and Knovel.
Responsible for executing on the Engineering & Technology “E&T” segment marketing plan and plan deployment, with a focus on lead generation and sales enablement for the portfolio of products in the two priority industries, and to a lesser extent the related “other” industries. Drive consistency and buy-in across the internal matrix of marketing and sales colleagues to develop shared objectives on marketing and selling on value, and manage clear contributions from each team to the plan.
Key deliverables and responsibilities:
• Lead sales enablement programs to support Customer Lifecycle Management program, including
◦ Collaborating with Sales Operations to optimize SalesForce.com data flows
◦ Designing and implementing training to 140-person sales teams on Customer Lifecycle Management program
• Create and engage industry communities for the purposes of securing input into the evidence-base value messaging, validating and evolving messaging, exerting influence and developing advocates while identifying placement opportunities.
• Design and lead customer-specific sales enablement to ensure optimal engagement of sales colleagues in growing the portfolio of products primarily in the two priority industries, Chemicals and Oil & Gas, & “other” long-tail industries. Ensure that programs focus on customer value within industry use cases or horizontal use-case “themes” and drive cross-sell to other solutions wherever possible.
• Assess and deploy improvements to the designof lead generation, cross-sell, and renewal digital programs using the customer lifecycle marketing approach for the right message to the right buyer at the right time by collaborating with campaign delivery & performance measurement teams
• Own and manage cross-industry messaging frameworks and ensures editorial implementation for content and marketing materials
Key Success Measures:
1. Fosters a spirit of collaboration and a shared vision for success within the organization and with customers
2. Marketing Sourced Revenue from Chemicals & Oil & Gas customers, which includes the dollar value of all closed deals that originated from marketing channels
3. Marketing Influenced Revenue from Chemicals & Oil & Gas Customers, including the dollar impact of individual account deal support or digital programs containing customized deliverables
Marketing Skills Applied in this role:
Determines Segmentation
• Identifies market segmentation criteria (including data sources and input) to aggregate customers with similar needs and behaviors
• Links segmentation strategies to individual customer offerings
Understand the Customer and the Path to Purchase
• Relates persona specifications (job roles, needs, pain points) and coaches others on how to position the offering
Develops Messaging
• Understands target audiences, buyer needs and value differentiators and ensures linkage to messaging and copy for individual products
• Creates compelling value stories to address use case and customer needs and applies them to marketing across multiple products/solutions/industries
Develops the Go To Market Lifecycle Marketing Program
• Coordinates with cross-functional project/marketing planning team to support execution
• Continually looks for new ways to reach buyers through content and channels
Sales Enablement
• Understands marketing programs as well as needs of sales teams to effectively deploy marketing initiatives to drive results
• Bachelor’s degree required; Masters degree strongly preferred.
• Minimum experience of 10 years in building a strong knowledge of customer needs, and/or in marketing.
• Preferred experience in an industry of focus, such as Oil and Gas or chemicals, or a related function serving those industries.
• Proven experience of driving customer-focus within organization.
• Proven experience of securing the evidence to be able to take, and of taking, evidence-based decisions.
• Strong written and oral communication skills. Native written and spoken English.
• Self-starter, able to work under pressure, with a pragmatic attitude, who favors doing over talking and holds themselves to a high standard.
• Persuasive and enthusiastic about the importance of customer-focus (as opposed to solution-focus) within the organization.
• International travel and foreign language experience if of benefit in this multinational role