Sr. Director, B2B Demand Generation

ABOUT THE ROLE AND OUR TEAM:  

The Demand team is tasked to drive growth in local advertising revenue by collaborating with TKWW’s sales and marketing functions to engage our target audience of wedding professionals in a variety of categories (venues, florists, planners, etc) nationwide. 

Reporting into the VP of Global Consumer & Vendor Marketing, our Sr. Director of Demand Generation will leverage data in decision making to align Marketing and Sales teams, track Marketing’s contribution to revenue, and ultimately drive growth for TKWW’s local marketplace, the #1 wedding brand. This marketing leader will understand full funnel marketing, channel tactics, and lead nurturing strategies to build a world class B2B marketing engine to fuel our vendor growth and influence retention loyalty. 

RESPONSIBILITIES:

• Establish a strategic, cross-channel playbook for demand generation marketing that spans marketing and sales funnels, and combines input from multiple disciplines including Sales, Operations, B2B Marketing, Paid channels/SEO, and Content.
• Collaborate with cross-functional partners (Sales, Product Marketing, and Revenue Operations) to ideate, launch and optimize buyer-specific omni-channel programs and tactics spanning the entire sales cycle, ensuring alignment with overall product and sales goals
• Lead A/B testing strategy to optimize learnings for email, landing pages, content and digital ads
• Leverage cross-channel insights to refine MQL strategy (a cross-functional initiative to generate higher quality, qualified leads)
• Collaborate with Marketing Ops on campaign set-up, tracking and reporting, and Revenue Ops to optimize lead hand-off processes and Sales follow-ups based on established SLAs
• Collaborate with Sales & Marketing leaders to ensure quality demand delivery is tied to Sales goals, optimize Sales feedback loops and course-correct as campaign execution unfolds
• Define Key Performance Indicators, budget, and success metrics as part of campaign planning, analyze and report on pipeline impact, overall market reach and buyer responsiveness to key offerings
• Monitor external trends and recommend new strategies to expand efficiency and revenue
• Collaborate with non-US marketing leads on how to implement an impactful B2B demand generation strategy (India, Latam, Europe)

SUCCESSFUL SR. DIRECTOR, DEMAND GENERATION CANDIDATES HAVE:

• Proven demand experience - You bring 10+ years of success in driving high volume and high velocity demand in SMB, ideally within the wedding industry
• Analytical excellence - You are data-obsessed and love to constantly experiment and optimize performance across channels to drive efficiency and revenue. This enables you to effectively attribute Marketing’s contribution to revenue, providing superior visibility beyond the marketing and sales funnel
• Multi-channel expertise - You have experience driving consistent and integrated messaging across multiple channels including email, paid and organic search and social, display ads/retargeting, 3rd party media, co-marketing, webinar/ events and more, and use practices such as conversion optimization and A/B testing to maximize impact
• Cross functional collaboration - You possess strong communication and influence management skills as well as a track record of leveraging data in decision making to align your partners across the Marketing, Operations and Sales and Service teams. With a bias towards action, and a “no-silos” policy, you’re able to align groups on a clear strategic direction even without ownership over all the components. You bring an objective approach to the table, including the willingness to let the data change the direction
• Empathy -  As a marketer, you are passionate about understanding the psychology behind our buyers’ emotions and decision making process in order to provide content that solves their specific challenges. Additionally, as someone with insight into both ends of the marketing and sales funnel, you’re able to walk in the shoes of a rep, provide insights and recommend improvements to make our demand generation strategy even better
• Problem-solving - As an operator, you are able to diagnose issues in the sales process and prescribe data-driven solutions for improvement.  By fully understanding your resources, you will develop an awareness of the limitations of each one. When building new campaigns, you know from the beginning whether the organization has the capabilities to deliver on the new idea
• Familiarity with core technology- You know when to leverage smart technology at the right time to help drive efficiency and effectiveness of campaign execution e.g. CRM, marketing automation (ideally, Pardot, HubSpot or Marketo), Google Analytics, and other optimization tools while maintaining the integrity of authentic engagement with your buyers

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