Job Description

The Segment Marketing Manager is responsible for managing the alignment between the company's products and services and the preferences, trends, and needs of assigned markets. In this role, you’ll be responsible for developing and executing marketing strategies that drive product adoption, engagement, and revenue growth, partnering with product marketing, marketing activation, and sales and account management teams to ensure that accurate market and market segment profiles are maintained, developing effective product packaging and promotion, and conducting analysis of trends, compliance, needs, and other significant influences. You’ll have an attuned understanding of the buying behaviors and needs of segment buying committees and personas and will use this knowledge to guide the team in developing winning marketing strategies. This role involves market research, positioning and promotion, marketing campaign design, budgeting and forecasting, sales enablement, channel partner engagement, and program management. You’ll collaborate and leverage channel partners within your portfolio, attend live events, and lead webinars to educate the market about our products and services. The ideal candidate will have a strong background in business marketing strategy, excellent communication skills, and a record of driving growth in targeted segments, leveraging in-house and agency creative, content, and event resources.

Core Responsibilities:

• Market Research & Testing: Conduct comprehensive market research to identify trends, customer needs, and competitive landscape within specified verticals. Analyze data to inform strategic decisions and identify growth opportunities.
• Positioning and Promotion: Develop and implement positioning strategies that differentiate our products/services in the market. Create compelling promotional materials and campaigns to drive brand awareness and customer engagement.
• Campaign Design: Design and guide the activation team in delivering integrated marketing campaigns with impactful messaging across multiple channels, collaborating with the creative team to develop impactful content and messaging.
• Program Management: Monitor campaign performance and adjusting strategies as needed, communicating progress and outcomes to business stakeholders.
• Content Creation: Partner with the in-house marketing team, agencies and vendors to produce high-quality content such as case studies, bylines, advertising, email, landing pages, social and blog posts, and more.
• Sales Enablement: Collaborate with the sales team to provide market-facing assets and packaging that enhances their ability to sell our products effectively.
• Channel Activation: Collaborate with sales channel partners on co-marketing programs.
• Customer Engagement: Develop and maintain strong relationships with customers, gathering feedback to inform product development and marketing strategies.
• Cross-Functional Collaboration: Work closely with product management, sales, and other departments to ensure alignment and successful execution of marketing plans.
• Budget Management: Be accountable for developing and managing a budget effectively, forecasting marketing expenditure and ROI, ensuring alignment with overall business goals.
• Stakeholder Management: Be a critical liaison between the marketing organization and sales and account management teams for assigned business unit.

Qualifications

Education & Experience:

• 5+ years of experience in Business Marketing or Growth Marketing in a B2B environment.
• Experience in financial services and/or healthcare industry preferred.
• Bachelor’s degree in marketing, communications, or related.

Skills & Abilities:

• Proven track record of successful marketing campaigns in B2B environment.
• Strong organizational skills with a knack for juggling priorities and driving results.
• Strong analytical skills and ability to interpret data to drive decision-making.
• Excellent written and verbal communication skills.
• Ability to work effectively in a fast-paced, collaborative environment.
• Proficiency in marketing automation tools and CRM software as well as Microsoft Office.
• Knowledge of various marketing channels, such as direct mail, digital advertising, social media, OOH, webinars and conferences.

Other Requirements:

• Occasional travel (10% - 20%)
• Prolonged periods of sitting at a desk and working on a computer