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The Growth Marketing team is seeking a Database Marketing Manager to lead planning, implementation, and on-going management of database segmentation. The primary objective of this role is to build out agile database segments that can be used across all regions/channels. You will work with the marketing operations, campaign and email marketing teams and ABM specialists to devise a segmentation strategy that allows for limitless, flexible targeting and personalization. The ideal candidate possesses a combination of analytical prowess, digital marketing expertise and strategic thinking.
Key Responsibilities
- Oversee the management and optimization of our marketing database, ensuring data integrity, cleanliness, and compliance with regulations (e.g., GDPR, CCPA).
- Utilize advanced segmentation techniques to identify and target specific audience segments.
- Deploy database email marketing strategies aligned with business objectives and target audience segments (example: re-engagement email series for cold leads). Collaborate with cross-functional teams to ensure strategic alignment and effective execution.
- Design and implement A/B tests and multivariate tests to optimize campaign elements such as subject lines, messaging, and timing.
- Collaborate with ABM, digital, lead generation and marketing operations teams to support segmentation, list requests and optimized targeting across digital channels.
- Analyze customer data to identify trends, patterns, and insights that inform marketing initiatives.
- Segment customers based on demographics, behavior, and purchasing patterns to optimize targeting and messaging.
- Support the creation of propensity models and the integration of their outputs into segments.
- Support the integration of intent data into segments and tools.
- Regularly communicate the state of the database including details such as how many contacts in each segment, region, persona, range of lead score, etc.
- Stay abreast of industry trends, best practices, and emerging technologies in database marketing, Adobe tools, and related areas to drive innovation and competitive advantage.
Success Criteria
- Stand up and maintain critical new audience segmentations within our existing database.
- Develops database marketing segmentation programs targeted to key audiences.
- Oversees the data input of customer prospects and is responsible for customer list generation process and prioritization.
Qualifications
- Bachelor’s degree in marketing, Business Administration, or a related field; MBA preferred.
- Have a minimum of 3 years of CRM, audience building, segmentation experience in a B2B environment.
- Must have proficiency & prior experience with Marketo.
- Possess strong analytical skills and experience with data-driven marketing techniques.
- Excellent communication skills and ability to collaborate effectively with cross-functional teams. Strong leadership skills to guide and influence stakeholders.
- Detail-oriented with a focus on delivering high-quality, error-free work.
- Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities simultaneously. Demonstrated agility in responding to changing market conditions and business needs.
- A proactive mindset fueled with innovative ideas.
- Proficiency and prior experience with 6Sense, Tableau or PowerBI and/or Microsoft Dynamics preferred.
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