Senior Marketing Specialist - Revenue Marketing

NOTE: This is a hybrid role. Qualified applicants must be able to report to our Wolters Kluwer office in Toronto 2 days per week.

Job Description Summary

The Senior Marketing Specialist, Growth Marketing, is responsible for developing, executing, and measuring all lead generation campaigns to drive qualified leads into the pipeline for the mid-large regional sales team in the U.S for accounting firms and corporations. This role is involved in every step of the customer engagement cycle from ideation to implementation and analysis and will work with the local Marketing and Sales teams to build compelling campaigns that drive results. Works individually or with a team to lead demand generation strategies and initiatives through multiple channels and is expected to monitor, analyze, test, and continually refine all components of campaign lifecycles as well as nurture target audiences, showcasing thought leadership and building brand loyalty with clients and prospective clients.

Essential Duties and Responsibilities:

• Develop strategy and execute Marketing campaigns in a mix of channels to drive MQLs and in the end revenue
• Defines and executes campaign strategy for the segment’s portfolio of products including email, paid advertising, media, sales materials, and promotions and trade shows while maximizing ROI
• Conducts sub-segmentation analysis around persona needs and buying preferences
• Identify new email marketing strategies to ensure that the most effective offers, copy, platforms, and creative are incorporated into campaigns and deliver a compelling message.
• Provides direction to Content Marketing Manager(s) for the development of press releases, case studies, testimonials, insights, etc. to increase market awareness
• Collaborates with the Events Specialist to select and prioritize relevant trade shows for the segments and provides strategic directions to sales
• Works closely with Product Management to establish the segment marketing plan, revenue forecasting, campaign priorities and relevant pricing strategies and tactics. Advocates specific product and segment marketing plans and revenue forecasting channel strategies and tactics
• Develops marketing plans informed by a deep understanding of assigned market segments and actively monitors, communicates, and acts upon changes relevant to customer and competition
• Proactively addresses sales and revenue variances for markets assigned – both short and projected long-term
• Proactively identifies and champions new revenue opportunities
• Works with Sales and Product Management to develop relationships with key associations, core affiliates and other third parties

Qualifications:

• Bachelor’s Degree in Marketing, related field, OR equivalent
• 5+ years of B2B Marketing experience, with specific focus in lead generation, required.
• Basic copywriting skills
• Ability to effectively manage multiple projects/campaigns at once
• Experience with Pardot, or similar marketing automation tools
• Salesforce, Microsoft Office Suite (Word, Excel, PowerPoint, Outlook..)
• Specific exposure to tax, accounting or legal industries, a definite asset
• Experience in a Saas/software environment, a huge plus

Additional Qualifications:

• Demonstrated ability to identify, recommend and position products to optimize revenue potential
• Strong interpersonal skills; demonstrated ability to work collaboratively with a wide range of individuals at all levels of the organization
• Ability to work independently and in a team environment in a positive and supportive manner
• Strong analytical, problem solving and decision-making skills
• Ability to manage multiple projects simultaneously and achieve goals without conflict
• Creative, flexible, and inquisitive with strong initiative and self-motivation
• Excellent follow-through, attention to detail, and time management skills

Travel Requirements

~10% for roadshows in the US - valid passport is required

The above statements are intended to describe the general nature and level of work being performed by most people assigned to this job.  They are not intended to be an exhaustive list of all duties and responsibilities and requirements.

Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.