Berkshire RootsSenior Marketing Manager
Feb. 2024Pittsfield, Massachusetts, United StatesLeads the development and execution of demand generation strategy and ABM plans aligned with business goals.
Manages the Demand Generation team across various marketing disciplines, guiding the team toward specified goals and achieving a 20% improvement in funnel conversion rates.
Develops and implements personalized, multi-channel ABM campaigns.
Ensures timely lead and contact follow-up, establishing a campaign feedback loop with Sales team members.
Collaborates with revenue leaders to define winning go-to-market messaging and positioning for business segments, including successful product launches.
Recommends new and innovative marketing tactics, partnerships, and technologies to achieve business segment goals, leading to the adoption of three new marketing technologies that enhance campaign performance.
Oversees the development and performance of plans and tactics driving brand awareness, generating qualified leads, and accelerating inbound requests.
Leads a team to define metrics of success and report to marketing and revenue leadership, compiling ad hoc recommendations supporting current and future needs.
Measures, forecasts, analyzes, and reports on the impact of demand generation and ABM tactics, providing data to marketing leadership on ROI of individual marketing campaigns.
Supports senior leadership with budget allocation and tracking.
Identifies process improvements, outlines recommendations, and coordinates with necessary stakeholders to get buy-in and promote change within the business segment and marketing or operations.
Utilize CRM tools to create detailed customer segments and behavioral tracking, improving personalization and targeting for email, SMS, and social media marketing campaigns.
Analyze CRM data to extract actionable insights, track key metrics (open rates, click-through rates, conversion rates), and adjust campaigns to enhance performance and customer engagement.