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Marketing Program Manager

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The Public Sector / Medium Business Marketing organization is requesting a resource to support the development of Account-Based Marketing (ABM) plans. This role requires a resource that is able to identify insights, integrate marketing initiatives, sales alignment requirements, and measure plan impacts in order to assist Sales in winning, developing, and retaining business with a specific set of targeted accounts. The resource will leverage best practices, provided innovative models and tools / publicly available resources to develop ABM that provide a rounded view of the account and support better execution and revenue outcomes.


Role & Responsibilities:

• To work with Verizon Public Sector / Medium Business Marketing organization to develop ABM plans for target / key accounts
• Liaise with Key Account leads to understand the account-specific requirements and a cross-functional team to gather appropriate ABM data
• Research / uncover industry, account/agency, product/solution, competitive, etc. intelligence to support ABM development
• Analyze data to provide recommendations on the ABM strategy/approach, tactics, messaging support, etc.
• Build strategies and tactics to create demand and drive retention and advocacy
• Leverage industry /experiential ABM best-practice to enhance team knowledge share
• Provide support and project management for various account initiatives such as ABM campaign strategy and development, Stakeholder Analysis Management (add additional items)…
• Support the creation and promotion of ABM best practices, skills and solutions to support account teams
• Develop appropriate repository to host and share ABM best practices
• Support the development of creative assets for campaigns and Sales
• Support the development of account marketing campaigns to drive meetings within targeted strategic accounts
• Provide updates to existing ABM plans with current industry, company, contacts, etc. information
• Provide support in developing tools to measure, report and optimize marketing campaigns
• Understand ABM options and the historical / predictive data needed to understand available opportunities and likelihood of winning, as well as potential retention challenges
• Understand the roles and responsibilities of internal and external groups required to support account-based execution
• Understand the sales and marketing roles and responsibilities needed to support customer experience
• Evaluate vendors to determine their strengths and weaknesses and ability to meet the accounts business requirements
• Understand best practice key performance indicators and metrics to gauge ABM effectiveness


Specifications/Skills/Experience:

• Bachelor’s degree in Marketing or related field
• MBA or M.S. degree preferred
• At least 5 years of Marketing and communications experience, with 3 years in Account Based Marketing
• Publicly Sector marketing and communications would be an advantage
• Ability to translate business problems into creative briefs and then work with creative services to get hi-quality creative content
• Analytical mindset with ability to track and report on leading campaign performance metrics as well as lagging revenue attribution, revenue influence and ROI
• Using marketing frameworks to link strategy to quantitative goals / programs and tactic execution to support budgeting and ROI
• Proven success (revenue generation) of multi-channel demand generation campaigns, as well as complex and variable ABM execution using both automated and disruptive technologies via inbound and outbound channels
• Excellent relationship management skills with ability to build rapport, influence, and deepen relationships with stakeholders, especially with Sales
• Strong and disciplined project management and process improvement capabilities
• Exposure or experience in pre-sales/sales
• Exposure to CRM and marketing automation systems, SFDC desirable
• Should have supported large, key accounts in the past with client intimacy-focused programs
• Must be a self starter and must be able to work individually and with diverse teams
• Should be very familiar with branding fundamentals and latest trends in new media
• Should have the ability to comprehend complex thoughts and multi-skill projects
• Creative, innovative, quality driven, and aptitude for quick learning
• Excellent communication/presentation skills and willingness to travel
• Structured and process oriented; ability to work with ambiguity

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