Marketing Automation Manager
Company Description
Zayo Group Holdings, Inc. (NYSE: ZAYO) provides communications infrastructure solutions, including fiber and bandwidth connectivity, colocation and cloud infrastructure to the world’s leading businesses. Customers include wireless and wireline carriers, media and content companies, cloud providers, finance and professional services and other large enterprises. Zayo provides customers with flexible solutions and self-service through Tranzact, an innovative online platform for managing and purchasing bandwidth.
Position Description
The Marketing Automation Manager is responsible for planning, organizing and executing automated marketing campaign and programs that generate new prospects and advance existing opportunities for the sales team. This manager will create campaigns using the latest automation, account based marketing and email marketing methods. This position will act as a liaison between marketing and inside, partner and field sales teams as well as central demand functions such as global/integrated marketing to develop 1 : 1, 1 : few and one to many tactics.
The role is best suited for a high achiever with proven ability in developing B2B marketing programs both on the strategic and tactical level with a deep understanding of the technical back-end of the systems Zayo employs.
Responsibilities
- Plan, create and manage a range of integrated, high-impact automated marketing campaigns to support all products, solutions & verticals to facilitate new logos and accelerate existing opportunities
- Support and implement target account strategy to support account-based selling
- Review existing marketing campaigns across the organization and automate where appropriate
- Align with sales to deliver a steady stream of qualified leads for the organization
- Ensure all platforms within the business communicate with each other to remove discrepancies and inefficiencies
- Implement lead scoring practices to enable high conversions of quality leads
- Carry out A/B testing on automated marketing campaigns to maximize results
- Segment audiences and optimize campaigns to increase effectiveness
- Report on all campaigns and make changes where necessary
- Work collaboratively with other departments to ensure automated campaigns and ABM programs achieve company goals
- Interface with sales and product marketing to develop tools, programs, training and content to facilitate automation and ABM strategies
- Communicate and educate the sales team regarding new and planned marketing activities
- Design & education 1:1, 1 : few and 1 : many marketing initiatives to meet pipeline requirements
- Assist in developing email campaign strategy and plan that addresses the high priority initiatives and integrates with other digital marketing efforts
- Execute email campaigns including development & writing of email content, creating email lists, testing and sending emails, & reporting and optimization of email campaign results
- Stay on the cutting edge of marketing best practices by gathering and filtering new ideas from customers, colleagues and other experts; communicate and share best practices, training
- Maintain expert opinion on relevant email related regulation (CAN-SPAM, CASL, GDPR, CCPA), through partnership with internal compliance officers, external solution providers and independent research
- Ensure consistency with branding guidelines, tone & voice for all communications
Qualifications
- Bachelor’s degree in Marketing or relevant field
- 3 - 5+ years of experience in a B2B marketing automation and/or ABM role
- Experience using marketing automation platforms such as Pardot (preferred), Marketo and Hubspot
- Strong analytical mindset and ability to analyze campaigns
- Strong understanding of the technical side of marketing automation and/or the ability to communicate with technical developers
- Proven track record executing innovative and multi-part demand generation programs
- Experience building, launching and reporting on campaigns using Salesforce (preferred), Eloqua or similar CRM
- Track record of developing and managing multiple programs simultaneously
- Strong understanding of how to use inbound marketing and content marketing to generate more qualified leads
- Self-starter with ability to drive and manage projects independently
- Excellent oral, written communication and online research skills
- Good organizational and time-management skills
- Skilled in developing, cultivating and managing relationships with multiple stakeholders internally & externally
- Excellent project management and issue resolution skills
- Attention to detail and discipline to follow established policies, processes and brand guidelines