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Digital Marketing Lead Generation Specialist

Company: Toshiba Global Commerce Solutions
Location: Durham
Posted on: January 25, 2023

Job Description:

Job Title: Digital Marketing Lead Generation Specialist (MKTG-BKFL 001)


The Digital Marketing Lead Generation Specialist is responsible for the delivery of a comprehensive suite of multitouch demand campaigns and programs that leverage both inbound and outbound tactics. You will orchestrate integrated campaigns that support Toshiba's industry lead generation efforts to fuel our sales pipeline, helping to achieve their acquisition, growth, and retention objectives. A true marketing expert, you will design, coordinate, execute, monitor, and improve our marketing demand generation approach including prioritization based on targeted industry personas and retail segments in order to drive revenue and optimize interactions with all global buyers across the revenue cycle to accelerate predictable revenue growth.

You will bring your experience running multiple integrated campaigns at a given time, and in-depth knowledge of making Account-Based Marketing (ABM) programs come to life. Important skills and experiences include vendor management, cross-department collaboration, data-driven analysis, a start-up mentality and comfortable to own a program that directly influences Toshiba's market awareness for retail.

You will be responsible for end-to-end planning and execution and acts as the connective tissue that fosters collaboration across all contributing stakeholders. You operate and excel at the strategic as well as tactical level spearheading plans, and programs in partnership with the product and sales teams to create specific campaign strategies and drive execution, working cross functionally, thinking with buyer and user personas in mind, monitoring and optimizing for scale, and always evolving to help drive business. In addition, you are ultimately responsible for making sure sales teams are aware of upcoming campaigns and initiatives planned. As part of this responsibility, you own the lead process and alignment with sales to create and automate (where possible) that lead process in Salesforce - incl. definitions for MQL, SQL, lead scoring and more.

Specific responsibilities include allocating budget, selecting targets, determining the tactical mix, designing offers and calls to action, and setting individual program goals and measurement criteria. Additional responsibilities include managing external agencies and internal resources, creating demand programs "in a box" for direct and indirect sales, and building/managing shared demand processes with inside/field/channel sales. Demonstrated ability to leverage web technologies to drive demand is essential. This role works in partnership with multiple disciplines to drive demand, including sales, communications, product/solution marketing, and regional marketing.


  • Establish end-to-end campaign design and delivery process
    • Own the end-to-end campaign design and delivery process for the planning and execution of fully integrated Global Campaigns aligned to the key company portfolio priorities validated for demand generation investment along with programs to position Toshiba as a thought leader, generate new interest in our business, and create opportunities for the sales teams.
    • Develop and execute global and regional marketing campaigns
      • Develop global and regional marketing campaign plans to support account-based and targeted account marketing; to market to a range of B2B buyers using a wide variety of offers (white papers, case studies, webcasts) and delivery mechanisms (emails, call downs, and direct mail); drive to work directly with sales managers to generate pipeline and grow business from these campaigns.
      • Manage strategic partnerships for co-marketing, MDF programs
        • Engage strategic partnerships (ie. Intel) to leverage MDF programs and funding available to support co-marketing activities to help amplify the Toshiba brand and work closely with key campaign development stakeholders to drive collaboration and ensuring alignment to the key priority "plays". Manage execution of programs and management of budget/MDF funding accordingly.
        • Performance tracking, reporting and optimization
          • Establish goals and critical metrics for campaigns based on historical or projected results, and tie back actual performance and revenue impact, against budget, meeting ROI expectations/forecast.
          • Accurately and timely forecast spend related to the marketing plan investments being made while managing 'in-life' and 'end-of-life' campaign performance reporting with full evaluation and recommended actions/next steps for 'next life'.
          • Perform other related duties as assigned.
            • Provide leadership, direction, and mentoring to guide the marketing staff in their day-to-day activities
            • Budgeting, forecasting, etc.AREAS OF EXPERTISE & SPECIAL SKILLS:
              • B2B marketing experience, preferably within the technology sector, with product line or business unit management strongly preferred
              • Strong demand generation expertise with knowledge in various tactics including Account-Based Marketing (ABM)
              • Understanding how to leverage Buyer Personas and segmentation to deliver personalize campaign experiences
              • Strong background in business analytics and ability to show impact to revenue growth
              • Experience developing thought leadership to enhance a company's reputation in terms of expertise and innovation
              • Strong business acumen and financial analysis abilities
              • Ability to navigate culture and politics across multiple functions to establish buy-in for go-to-market strategy
              • Adaptability, dealing with unpredictable and changing situations with confidence
              • Strong administrative and management skills, including the ability to prioritize multiple projects, programs, and objectives
              • Analytical ability to translate quantitative data into insights and actionable recommendations
              • Critical thinking and problem-solving
              • Curiosity and creative capacity for original thought
              • Performing market, buyer, customer, and competitive research
              • Empathy and active listeningRequired Skills:
                • Bachelor's degree or equivalent experience
                • 8+ years of experience in marketing, or digital marketing roles in a technology based B2C or B2B organization. Has developed and executed multi-touch, integrated marketing campaigns.
                • 3+ years of experience in marketing/business development, with specific experience in developing and executing successful lead generation and lead nurture programs and campaigns.
                • Strong project management skills, priority-setting capability, ability to manage multiple projects in a fast-paced environment
                • Strong ability to think strategically while executing hands-on. Provide examples of strategically planning, building, and then executing digital demand generation integrated marketing programs/campaigns from start to finish.
                • Excellent written and verbal communication skills in both client-facing and internal situations; can articulate industry and operational insights clearly and persuasively to all levels of executives and management, translating information to audience-appropriate levels using oral, written, and presentation skills.Preferred Skills:
                  • Retail Experience
                  • Pragmatic Marketing certified in Foundations, Market and Launch
                  • 3+ years of experience with Salesforce and strong reporting knowledge within Salesforce.
                  • Efficient: extremely organized, attentive to detail, and have excellent campaign management and project management skills that allow you to consistently deliver quality results on time.
                  • Results Focused: With dedication to meeting the expectations and requirements of internal and external stakeholders.
                  • Flexible: Can adjust quickly to the changing needs of the business, responsive to feedback, and can work under pressure.
                  • Strong collaboration: Ability to build relationships at all levels of the organization and within the Global Marketing team; a fundamental understanding of the role of transparency and teamwork.
                  • Personable: High energy professional with a resiliently positive attitude and deep personal confidence that exudes a strong sense of teamwork by working effectively, respectfully, and efficiently with all team members chemistry is key.About the Company:

                    Toshiba Global Commerce Solutions is a dynamic billion-dollar global company based in Research Triangle Park, NC, providing retail store solutions to your favorite brands. Have you ever been in a hurry and made use of the self-checkout at Lowe's Foods, earned fuel rewards at Kroger, or just paid for purchases at retailers such as Walmart, Michaels, Carrefour, The Gap, Calvin Klein, Boots, Cencosud, BJ's, or Costco? These are just a few examples of our in-store solutions and impressive customer base that made us the world's installed market share leader.

                    The nature of retail is changing quickly, so if you share our 'Together Commerce' vision of a seamless two-way, participatory shopping experience, let's get together to drive the new economy.

                    Toshiba Global Commerce Solutions, Inc. offers a competitive salary and generous benefits package including the following:
                    • Group health coverage (medical, dental, & vision)
                    • Employee Assistance Programs
                    • Pre-tax spending accounts
                    • 401(k) plan (with company match)
                    • Company provided life insurance
                    • Pet Insurance
                    • Employee discounts
                    • Generous paid holiday schedule, paid vacation & sick/personal days EEO: . click apply for full job details

Keywords: Toshiba Global Commerce Solutions, Durham , Digital Marketing Lead Generation Specialist, Advertising , Durham, North Carolina

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