Description

The Lead Marketing Manager is responsible for developing and executing strategies to drive new customer acquisition, expand our contact database, and identify and support YOY growth opportunities for PlayCore and its family of brands across expanding market segments. This individual will lead the management of strategic market analysis, lead generation, and content creation to engage customer prospects, refine and improve the effectiveness of lead generation and outreach, and track campaign effectiveness from initial contract through sales closure. This position will work strategically with the marketing team to implement a lead generation-focused communications strategy and content plan, including blogging, sponsored content, web content, digital ad messaging, and direct mail campaigns to increase lead generation, account engagement and deal closures with our corporate and multi-brand teams.

The ideal candidate is experienced engaging with customers, comfortable communicating via phone, email, and Zoom, possesses excellent project management and communications skills, demonstrates initiative, attention to detail, and displays analytical ability that drives strategic decisions and continuous quality improvements. They have experience in B2B Sales/Marketing, a deep understanding of the sales process, HubSpot CRM experience, acute customer focus and the ability to identify changing customer trends. Creativity and writing/speaking skills are a must.

Qualifications

Content Strategy & Editorial Calendar Management

• Create content to support segmented campaigns and leadership resources leveraging SEO, inbound marketing, email, ad campaigns and events to drive customer acquisition and improve efficiency in how we connect with customers across external customer segments.
• Work with Marketing team to align content to design and ensure brand standards.
• Manage a rich editorial outreach calendar and content deployment that attracts a qualified audience (including blog posts, whitepapers, e-books, reports, webinars, infographics, etc.) through an intentional approach and cadence.
• Support content development through CORE collaboration, by leveraging the team and scholar network, and publishing a variety of resources to support our service areas and generate leads through a variety of dissemination methods.

Targeted & Segmented Campaigns / Lead Management / Customer Lifecycle Engagement

• Support Strategic Initiatives through new target market research, go to market strategies, etc. 
• Conduct research on potential customer markets to tailor our approach and offerings.
• Create impactful nurture programs to drive new leads and improve conversion rates from leads to opportunities.
• Drive growth through brand awareness, lead generation, relationship development, sales engagement.
• Oversee Lead Management & Hubspot usage to ensure best practice implementation for PlayCore leads and hand-offs with brands, customer nurturing and conversion, KPI tracking, CQI, and customer follow up.
• Communicate with customers via telephone, email, and in-person to effectively nurture and qualify leads and to ensure a customer-centric experience.
• Collaborate with our sales team to gain insights and share strategies and best practices.
• Maintain and report accurate records of sales activities and client interactions in Hubspot CRM.
• Lead the team effort executing successful trade shows (approx. 4-6 per year) to ensure effective strategies are implemented. Collaborate with internal and external stakeholders to ensure successful, on budget event execution. Collaborate with family of brands on trade show footprint and leverage collaboration opportunities for cross-selling.

CORE Services - Fee-Based Sales & Marketing

• Collaborate with the team to drive go-to-market strategies and sales & marketing promotions for fee-based services (CORE Date Service Lab & others).
• Manage HubSpot workflows to ensure fee-based customer lifecycle management, ensure customer satisfaction & retention, and grow customer share.
• Deploy targeted campaigns to support effective launches across customer segments, seo, paid, advertising, etc.
• Oversee a variety of sales tools to help support sales through distribution and direct selling strategies.
• Manage cross-selling promotions through key strategic partners to reach new markets and generate leads.

Partnership Engagement

• Drive partnership engagement across PlayCore and CORE initiatives to broaden our reach, expand our impact and generate more leads for our brands. Oversee intentional communications, tools, etc. that align our partners’ ability to leverage our services across their networks while also supporting their strategic goals.
• Align strategies across new target markets with relevant partnerships to lend credibility, expand reach, and generate leads through our value-add services.

Competitive Intelligence, Data-Driven Decision Making & KPI’s for CQI

• Track and analyze industry trends, market conditions, consumer insights, and competitive tactics to identify new opportunities and differentiated strategies.
• Measure and report on the success of lead generation campaigns, using metrics such as MQL, SQL, customer feedback, conversions, and revenue.
• Ensure effective HubSpot management for PlayCore’s data-driven decision making and ROI reporting to inform continuous quality improvements.
• Ensure voice of customer initiatives, such as Net Promoter Score surveys, to evaluate sentiment and inform strategies.
• Implement continuous quality improvement through data driven decision making and standardized reporting on Key Performance Indicators and departmental dashboards.

Leadership & Administration

• Support monthly business review processes.
• Support budget planning process.
• Support annual outcomes reporting.
• Other duties as assigned by supervisor.

Experience Required:

• At least 5 years of related, successful professional experience
• Knowledge of sales techniques and strategies and experience with customer facing sales and marketing.
• Demonstrated project and program management excellence: organization, managing details, keeping multiple tasks/projects on track.
• Excellent communication and influencing skills to communicate concisely, effectively, and credibly, both verbally and in writing, with customers and internal audiences.
• Experience developing new strategies and managing content for digital marketing.
• Expertise with a wide variety of lead generation and customer lifecycle tactics, including SEO, email marketing, content marketing, PPC and social media.
• Tech-savvy, with a knowledge of marketing technologies (HubSpot CRM, CMS, marketing automation, web analytics); html a plus.
• Strong analytical skills, with experience analyzing data and making data-driven decisions.
• Ability to work autonomously and effectively in a fast-paced, complex, multi-tasking environment.