Field Marketing Manager
JOB PURPOSE:
The Sr. Field Marketing Manager – UK is accountable to support sales revenue growth across UK through a well-balanced marketing plan with a specific focus on acquiring new logos and increasing market share. The main focus will be lead generation with a secondary to support local marketing activations and to provide real-time event management support. (Event meaning trade shows, lunch & learns, webinars, etc.)
He/She will act as a marketing advisor and support UK Sales Leadership Team and DVP and ensuring that the marketing plan will support the country business objectives as well as the ESI key business drivers.
The role reports to the Growth & Field Marketing Director for Northern Europe
KEY RESPONSIBILITIES:
• Market understanding (competitive landscape, distinctive ADP competence, market problems, TAM – total addressable market by segment and persona, value proposition of ADP solutions and prospect/customer pain points).
• Identify key competitor strategies and ensure that ADP has a compelling and differentiated position in the market.
• Create marketing plan aligned to ESI central strategy as well as to local country needs.
• Drive integrated marketing campaigns that deliver growth – leveraging ESI and global tools and resources and/or creating something from scratch which speaks directly to the target market as needed.
• Partner with sales, enablement, and country management to create a shared sense of ownership, a joint calendar of activity and metrics by which we measure success.
• Communicate and educate the sales team regarding new and planned marketing activities including global, regional, and local programs.
• Play active role in marketing communication.
• Partner with regional product marketing to develop tools, programs in a box, training and content to successfully highlight local products in the marketing mix.
• Partner with the ESI public relations team, and local PR vendor to support relevant stories, coverage, and brand building in the local market.
• Manage the budget allocated for growth initiatives
• Forecast, measure, analyse, report on impact and ROI of programs.
• Evaluate, select, and manage local physical/virtual event-related vendors that contribute to local demand creation programs.
• (with sales) target account strategies to support account-based selling.
• Marketing content: localise global marketing assets by adding appropriate localisation, develop case study for reference clients, sales collaterals, selling tools.
• Review all the marketing assets and assess if fit for local markets, adapt if needed
SKILLS AND KNOWLEDGE:
• Extensive knowledge of the payroll and HCM market categories an advantage.
• In-depth knowledge of sales and marketing practices.
• Strong strategic thinking and executional skills, and the ability to generate credibility with and respect from participants at all levels.
• Outstanding communication skills, both written and verbal, and ability to negotiate and influence senior stakeholders inside and outside of the company (e.g. vendor and agency negotiations & management).
• Proven history of managing multiple projects on tight deadlines timeframes and driving meaningful results (top-line and/or bottom-line) for the company.
• International business experience is a definite plus.
• Exposure to working in large, global, and matrixed organizations.
• Result oriented, proactive and able to work on his/her own initiative.
• Accuracy and attention to detail.
• Excellent teamwork and communication skills.
• Positive self-motivating attitude and driven to make an impact.
• TechStack to use: Salesforce.com (SFDC); Eloqua (indirect); Excel; Folloze: PowerPoint; analytics and workflow software; ON24 webinar platform; 3rd party virtual event platforms.
LEADERSHIP EXPECTATION:
• Business Leadership: Creates and articulates a vision and inspires others to action (Strategy and Planning – Results Accountability – Financial Management).
• People Leadership: Focuses on Impactful Communication, Talent Building and Relationship Building to develop internal and external relationships required for success.
• Market Leadership: Drives a performance-based culture that engages associates to achieve excellence (Client focus – Outside in Perspective – Bias for growth).
EDUCATION AND EXPERIENCE:
• Growth and sales driven mindset
• English native speaker.
• Another European language is a plus.
• Willingness to travel up to 20% of time
• Extensive commercial track record within B2B marketing, with a proven track record of sizeable new business wins. (HR and payroll software experience is desirable but not essential.)
• Pragmatic and collaborative in nature and execution.
• Experience of multiple related teams, budget management experience.
• Bachelor’s degree or equivalent in marketing, journalism, or communications.
• Excellent analytical communication skills in matrix organization.
• Presentation skills/strong organization skills and result oriented.
• Agile / adaptable approach to manage changing market conditions.