United States onlyThis is where you come in.
Mission of the Role:
The Demand Gen Manager will develop and execute short- and long-term multi-channel campaigns to drive leads and the sales pipeline. They will lead A/B testing strategies and execution across all marketing channels, and partner with Product teams on Website conversion rate optimization.
The Demand Gen Manager will report on spend and profitability across paid channels through partnering with in-house or 3rd party channel specialists, and proactively provide ideas, strategies or tactics to improve performance on an ongoing basis.
Measure, analyze, and report on cross-channel (paid, organic, social, email/sms, etc) campaign performance and provide strategic direction based on analysis. Define success metrics and own the performance analysis of demand generation activities, ensuring ongoing optimization, and analyze marketing and sales data to develop insights and make recommendations on areas for optimization to meet marketing sales targets.
The Demand Gen Manager will be responsible for managing key marketing lifecycle communications to increase new revenue through activation and conversions of marketing and sales leads, drive repeat business from past customers, and ensure seamless customer communication before, during, and after service fulfillment.
The Demand Gen Manager will also work closely with the Sales team in building strategies for lead nurture and conversion funnels, marketing and sales automation, as well as lead scoring and lead prioritization, and ensure outreach across marketing platforms and sales rep efforts are cohesive and not functioning in silos.
The Demand Gen Manager will oversee the core Marketing communications platform for marketing and transactional communications across email, SMS, push notifications, and more. In addition, the Demand Gen Manager will take a strategic role in Sales platform communications, automation, and nurturing.
Work closely with the sales and marketing teams to align efforts and drive revenue and increase sales velocity.
Assisting in content development to target consumers throughout the customer lifecycleThe Demand Gen Manager will identify and develop appropriate messaging and drip/marketing automation sequences/triggers, set up and execute email/push/sms/etc. marketing campaigns, and ensure proper quality, scheduling, etc. In addition, the LNM will proactively ideate lead magnet and subsequent conversion flows to help expand top of funnel acquisition efforts while also driving conversion.
The Demand Gen Manager will partner with the Operations team to improve the Supply-side communications, helping ensure Mover Supply preparedness and reduce cases of severe service failures.
The Demand Gen Manager will help increase the utilization of App for Supply Side through the implementation of timely communications and reminders across email/SMS.
Expected Outcomes of the Role:
- Increase top-of-funnel lead acquisition by 35% through demand generation programs across all channels
- Improve the efficiency of paid channels by 20%
- Increase web conversion rates by 15%
- Increase the contribution of email and SMS channels to Booked Revenue by 50%
- Increase the conversion rate of Partner Leads per Partner Channel to reach a profitable level of conversion, unlocking more growth from existing and new Partners
- Support Marketing Automation improvements and improve Sales Team response times to priority leads
- Reduce cases of no-shows and other severe service failures while improving mover preparedness
- Increase utilization of App for Supply Side
- Increase the repeat customer rate by 15%
- Increase user engagement with communications by 25%
- Maintain a healthy subscriber base by identifying proper communication frequency, minimizing spam complaints and unsubscribe rate
Role Based Competencies:
- Deep background in lead generation, lead nurture, and marketing automation in order to drive conversion and revenue. Past experience hands-on implementation with email and SMS marketing
- Experience overseeing or managing paid media budgets of $250K/mo or higher
- Strong reporting capabilities with the ability to track campaign performance and associated spend down to the most granular details while providing roll-up reporting to senior management
- Analytical skills - proficiency in Excel (Google Sheets), Powerpoint (Google Slides)
- Experience creating landing pages for lead magnets, sales pages, or another conversion-driven website asset, with experience AB testing on page elements for continuous conversion improvement
- Understanding of SEO concepts in order to effectively partner with in in-house SEO team
- Proven experience partnering with Sales to improve conversion and revenue through lead nurturing and marketing automation
- Proactive and aggressive with ideation of testing and optimizations across marketing and sales communications channels
- Experience with cross-channel communications tools, such as Iterable, Braze, etc.
- Experience with sales communication automation tools such as Dialpad
- Experience with marketing automation strategy and tools such as Salesforce, Hubspot, Marketo
- Experience with integrations
- Strong communicator
- Strong writing skills, with the ability to write with a distinct voice for distinct audience segments
- Ability to think strategically
- Confidence to challenge ideas and improve processes
- Ability to anticipate/predict needs or changes in marketing environment
- Highly organized and able to meet multiple deadlines across multiple simultaneous projects
AR, CA + 1 more