Director, Digital & ABM Role

Anaplan seeking a Director of Global Digital & Account-based Marketing (ABM) to take on the pivotal role of developing and executing Anaplan's ABM and digital marketing strategy. In this position, you will be accountable understanding our strategy and aligning ABM and digital programs to generate high-quality pipeline within our target accounts through utilization and optimization of our marketing technology stack.

We are looking for a skilled digital marketing leader with a proven track record in crafting and executing successful ABM programs in partnership with our go-to-market team. Your expertise will drive enhanced engagement across key accounts through various digital channels such as display advertising, paid search, and paid media while ensuring strong ABM alignment and enablement with the global SDR team. This position offers an exciting opportunity to make a significant impact by developing engaging campaigns with differentiated messaging to support strong target account engagement.

The ideal candidate will be results-driven with strategic acumen, possessing a deep understanding of marketing mix optimization and robust analytical capabilities. Additionally, the ability to cultivate strong teams will be essential for success in this role. If you're ready to take on this challenge and be part of a dynamic team, apply now!

Global Campaign Responsibilities:

• Create and execute a global campaign framework through with an ABM approach to target and engage key accounts aligned to company strategy.
• Play a critical role in optimizing ABM technology and ensuring partnership on enablement for key roles such as SDR, field marketing and sales.
• Align tactics and programs to the buyer's journey and ensure a consistent experience that utilizes best practices while driving a strong message and clear CTA's.
• Support the creation and acceleration of pipeline through marketing programs incorporating digital media, paid social, email marketing, nurture, live and virtual events and traditional marketing (ex: direct mail).
• Work with the Marketing Operations team to measure campaign performance utilizing dashboards and identify tactics where A/B testing can be applied.
• Manage global campaign and paid media budget allocation and ensure updates managed with the Anaplan platform.
• Measure results and use account engagement data to identify opportunities to refine tactic and content mix to yield accelerated engagement and conversion rates across the funnel.
• Collaboratewith the Solutions/Industry Marketing and Brand Marketing teams to ensure programs utilize compelling content aligned to the targeted personas within the right stage of the buyer's journey.
• Work closely with Field Marketing teams to ensure sales has awareness on programs that are launching and the SDR teams are enabled to have follow-up conversations, along with communication global account engagement performance and insights.
• Monitor and report on ABM key performance indicators (KPIs) and track the effectiveness of digital marketing efforts and provide actionable insights to stakeholders.
• Partner with GTM Ops to routinely evaluate ideal customer profile (ICP) to enhance ABM outcomes and generate highly qualified pipeline and opportunities.
  
  

Requirements

• 10+ years of experience in marketing, with a focus on demand generation, preferably with at least 5 years' experience in technology, SaaS, or other IT-related industries
• Proficiency in utilizing data and insights to develop marketing plans aligned with campaign and business objectives, as well as account strategy.
• Proven ability to collaborate cross-functionally and cultivate deep relationships with key stakeholders and team members.
• Thorough knowledge of digital marketing channels, tools, and techniques, including paid social, display advertising, retargeting, and content syndication.
• Advanced proficiency in utilizing various technologies, including automation platforms (preferably Marketo), Salesforce, ABM software (preferably Demandbase), content intelligence (PathFactory preferred) and paid social platforms like LinkedIn.
• A drive to set ambitious targets and consistently meet or exceed them in a fast-paced, high-growth environment, backed by private equity.
• Strong project and program management skills, with the ability to lead planning and ensure flawless execution.
• Solid understanding of budget management principles.
• Ability to translate business objectives into actionable marketing goals and performance metrics. * Excellent interpersonal, verbal, and written communication skills.
• Highly resourceful, adept at leveraging internal and external resources to drive business performance.
• Bachelor's degree in marketing or business required; MBA preferred.