Your Role and Responsibilities
A Demand Lead is responsible for the design, development and optimization for omni-channel marketing programs associated with demand motions:
1. Strategy Planning & Customer Journey Design
- Understand the market landscape, business objectives, target personas, key use cases and product offers for your product
- Translate business objectives into actionable marketing outcomes across the funnel
- Create an omnichannel digital journey for key audiences, including but not limited to: organic search, paid search, web, email, and routing
- Ongoing experimentation and manical focus on outcomes
- Ongoing experimentation and maniacal focus on outcomes
2. Execution Orchestration
- Communicate demand strategy to relevant stakeholders, including but not limited to: PLG team, digital stakeholders, geo hub teams, field marketing, BU stakeholders etc.
- Manage the execution of actions for your specific PLG product team
- Partner with content, digital, and email experts to create & execute an omnichannel experimentation plan
3 Performance Optimization
- Understand brand to demand performance trends for the assigned product & optimize performance issues
- Deep analysis of marketing performance across aspects such as tactic type, content asset, channel, audience segment or business line
- Evaluation of relevant KPIs (such as impressions, web traffic, organic search performance, leads, pipeline or wins) with a keen eye on benchmarks and yield rates
- Readiness to explain emerging performance opportunities or challenges
- Strategies to deliver “next best actions” and support targeted pipeline coverage and revenue for the business
- Insight into action – cycling of performance insights directly back into planning and orchestration
Required Technical and Professional Expertise
- 10+ years relevant work experience, including experience in a digital marketing
- Deep critical thinking skills and curiosity to pursue open-ended problems
- Strong presentation skills and ability to effectively communicate data and action plans to stakeholders and leadership
- Understands Geo/Market strategies and localization requirements
- Business acumen with the ability to develop data-driven business recommendations
- Demonstrated ability to multitask and prioritize with a proven ability to meet tight deadlines
Preferred Technical and Professional Expertise
- 5+ years experience in omni-channel demand generation or related role