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B2B Marketing Manager - Finance

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A large payment and banking solutions organisation is looking for a experienced B2B Marketing Manager to manage their lead generation and/or lead conversion campaigns to drive profitable application volumes. This role is responsible for delivering PPC campaign marketing, driving all SEO activity and supporting comparison site sales; optimising existing products to drive new accounts and revenues and deliver new products to market. Scope includes working with relevant agencies and functions to develop effective customer communications; design customer journey, product positioning, operational briefs, running champion / challenger tests to validate. Focus on B2B engaging with stakeholders to ensure they are appropriately engaged.

Key responsibilities include:
- Maximise utilisation and revenue growth through and from customer acquisition
- Ownership and accountability for new customer acquisition campaigns including value proposition development and delivery, existing value proposition enhancement, and developing fulfilment strategies to maximise utilisation and loads
- Focus on B2B, engaging stakeholders cross-functionally and working as the marketing lead with the commercial team to ensure a delivery roadmap is created and managed
- Owning the B2B products and journeys, collaborating where required as well as ensuring campaigns executed on time to budget and flawlessly. Scope includes writing and gaining sign-off on all appropriate briefs including:
o campaign execution briefs, including cost benefit assessments, list selection criteria and operational requirements;
o campaign post implementation briefs, including actual vs. plan KPIs and profitability
o creative briefs for all customer comms development
• Communication of campaigns to business
• Primary focus is to drive online applications; including PPC, banner advertising, emails, direct mail and other channels to drive demand and profitable application volume with high conversion to sales. Deliver test and learn using the channels to champion challenge performance.
• Work with creative development resource to write and design customer communications to support campaigns
• Aid in the cross functional “fix” of the current account fulfilment infrastructure, to deliver a market leading new customer experience maximising loads and revenues.
• Work with Pricing and Analytics to get full assessment of performance against objectives, and manage the SEO agency to develop and deliver monthly plans for further account delivery and make appropriate recommendations on completed campaigns.
• Ensure that all activity complies with regulatory requirements and Responsible Lending principles and TCF.
• Ensure all communications are documented and follow the appropriate approval process.
• Special projects as assigned and needed.

Essential Skills:
• Graduate calibre or equivalent (Marketing discipline preferred)
• Solid experience in all online channels (i.e. PPC, SEO, affiliate, emails, banners ads and comparison sites marketing) on direct to consumer product sales ideally involving continuity product (e.g. Financial Services, broadband contracts; digital TV memberships) sales
• Proven experience with full campaign lifecycle management including business recommendation writing; user journey management; comms development; analysing and reporting on campaign results
• Can demonstrate experience managing digital agencies
• Can demonstrate writing creative briefs and working with a creative agency on developing effective communications to support campaigns including ad copy, banners, landing pages
• Experience and track record of working on product development
• Excellent verbal, written communication and interpersonal skills

Desirable skills:
• Knowledge of relevant regulatory and legislative environment
• Experience working on payment card new account acquisition campaigns
• Proven track record in successfully designing, implementing and analysing marketing campaigns, on-time, to budget.
• Experience working in other financial services companies marketing departments

Key Performance Indicators:
• Monitoring site performance including: visits; rankings; visitor flow etc.
• Number & % completed applications
• Number of new accounts
• Spending behaviour and average transactions
• CPA (Cost Per Account)
• Revenue / new account

If you are interested and would like to find out more, please can you get in touch ASAP outlining why you think you’d be suitable for the role, along with a copy of your updated CV and salary as soon as possible.

*Please note only successful applicants will be contacted.

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