B2B Demand Generation Senior Director is a strategic leader responsible for developing and executing compelling marketing campaigns that drive consideration among target segments and generate and nurture high quality leads for the products and solutions offered by Willscot. The marketing campaigns will include high-touch to low-touch tactics across SEO/SEM, PPC, Display Ads, Events, Tradeshows, Webinars, Paid media, Paid Social, Re-targeting etc. Leveraging Account-Based Marketing tactics will be a significant lever this leader will leverage to build compelling, agile, differentiated and personalized campaigns. In addition to driving net new prospect activity there is a significant opportunity to cross-sell / up-sell to existing customer base. This role involves a combination of strategic thinking, strong marketing automation & mar-tech, B2B demand generation, ABM, lead scoring, and omni-channel engagement expertise. This leader will collaborate with various departments, including IT, commercial sales, product, finance and operations.

Strategy Development:

• Develop and implement a comprehensive demand generation strategy aligned with business goals
• Define target audiences and segments, needs, and value proposition and messaging tailored to each segment
• Develop a quarterly demand generation calendar and gain buy-in from critical stakeholders in Commercial and product functions. Plan calendars at the minimum 1 quarter in advance

Marketing Campaign Development:

• Develop holistic marketing campaigns and tactics that leverage the full suite of capabilities including SEO/SEM, PPC, Display Ads, Events, Tradeshows, Webinars, Paid media, Paid Social, Re-targeting, ABM etc.
• Ensure campaigns and tactics reflect current organizational priorities and are personalized and hyper-localized

Lead Generation and Funnel Management:

• Own overall lead generation and management, define different lead stages from MQL to SQL and implement lead scoring to qualify leads from marketing stand point and develop 2-way lead handoffs and qualification between marketing and commercial teams
• Build strong organic traffic and lead funnel from our website in addition to bringing high quality paid leads
• Utilize marketing automation tools (salesforce marketing cloud) to nurture leads through the sales funnel
• Leverage ABM tools (e.g. Demandbase) to de-anonymize anonymous traffic on website and use intent data to decode purchase signals and partner with commercial teams for prompt conversion
• Provide weekly lead trending updates to commercial teams

Performance Monitoring and Reporting:

• Analyze existing demand generation and lead trending dashboards and develop a holistic demand generation dashboard that helps us understand effectiveness and efficiency of our marketing campaigns and demand generation programs
• Partner with Business Intelligence teams to validate data accuracy and automate report generation
• Provide visibility around demand generation effectiveness and YoY/QoQ trending to broader organization

Data Analysis:

• Use analytics tools (Tableau and others) to measure and analyze the performance of demand generation campaigns
• Optimize strategies based on data insights to improve conversion rates
• Drive a culture of data-driven decision making

Innovation and Emerging Trends:

• Stay informed about industry trends, competitive activities, and customer behaviors
• Employ a growth mindset and continuous learning mentality to seek and understand emerging trends and technologies in B2B demand generation
• Implement and leverage marketing technology and automation tools to streamline processes and enhance effectiveness

Budget Management:

• Develop and manage the budget for demand generation activities
• Ensure cost-effectiveness and a positive return on investment (ROI)

Customer and Prospect Data Ownership:

• Own customer and prospect databases and develop robust, automated processes to avoid duplicates and augment segmentation variables with other external data sources (e.g. Zoominfo)
• Ensure cost-effectiveness and a positive return on investment (ROI)

Education:
Bachelor's degree in computer science, business, marketing, finance, economics, or a related field. Advanced degree (MBA) preferred
Experience:
15 years of progressive experience in B2B demand generation either working at marketing agencies or leading in-house marketing teams in large industrial organizations
Proven Expertise in building strong lead funnel, implementing lead scoring and ability to own the overall lead funnel
Tech-savvy marketing strategist with deep expertise with salesforce CRM, salesforce marketing cloud for automation and Demandbase other similar ABM platforms
Ability to manage other marketing agencies and own outcomes
Analytical Skills:
Strong analytical and quantitative skills, with the ability to interpret complex data
Financial Acumen:
Ability to put together compelling business cases for ongoing marketing investments that garner executive support and championship
Communication Skills:
Excellent communication and presentation skills. Ability to tailor level of detail based on audience
Negotiation Skills:
Proven ability to negotiate and influence strategic decisions
Leadership Abilities:
Demonstrated leadership skills with the ability to lead and motivate a team
Ability to collaborate with key leaders in a variety of functions to drive organization alignment and commitment to digital platforms
Adaptability:
Ability to adapt to changing market conditions and business needs
Personal Attributes:
Results Oriented, self-starter with high energy who is able to balance multiple priorities and work with ambiguity
Healthy "Customer Obsession" focused on understanding needs of various segments and tailoring messaging appropriately