The Senior Marketing Specialist will play an integral role in the execution of digital and outbound marketing programs to drive awareness and demand for the Research Models and Services business. This position is responsible for collaborating across several departments to gain insights in order to develop and execute marketing campaigns that promote and drive demand for our products.
Strategic Campaign & Portfolio Support
• Develop and execute digital marketing campaigns aligned to business goals for the RMS (GEMS, RADS, IS) portfolio to drive product/service awareness, promotions, education, and sales, and provide feedback on ROI.
• Develop and execute targeted outbound lead generation programs to generate prospects and marketing qualified leads, and manage response flow/routing.
• Lead engagement with first-touch clients through the implementation of automated cadences, engagement studios, autoresponders.
• Identify opportunities and execute campaigns to increase pipeline conversion rates and velocity from prospect to MQL to SQL and opportunity through persona-based nurture campaigns.
• Develop webinar, in-person event, field/account-based marketing (ABM) activities, and online seminar marketing strategies and promotional materials across varied channels.
• Utilize data mining and lead generation software tools, publication reports, lead lists, LinkedIn, etc. to find and contact prospective new targets.
• Support monitoring of inbound Leads and routing to BDE team as required; includes leads generated from the Charles River website, events, Maestro, and other platforms (Scientist.com, Science Exchange).
• Manage channel content for organic and paid social and other paid media.
• Monitor, optimize, and develop web content to advance GEO/SEO visibility and ranking (i.e. product and service landing pages, collateral pages, thought leadership content)
• Independently and through collaboration with internal teams, research target audiences and industry competitors to identify positioning/differentiation opportunities, cross-reference keywords, and identify content/concepts that will inform strategic content decisions.
• Work within the CRM database to maintain updates to lead and sales stages, marketing statuses, and customer intelligence data.
• Assist with special projects and perform other duties as assigned.
• Maintain a working knowledge of all company product lines with more in-depth knowledge of business segment that is being supported.
• Ensure a competent and professional image to the customer and an accurate portrayal of business strategies both on the phone, email and at customer events.
Measurement & Reporting
• Utilize SFDC, Pardot and our marketing KPI Dashboard to monitor performance, evaluate effectiveness, quantify ROI and optimize for future projects.
• Where needed monitor datamining platforms (eg. Scileads) and set up alerts for key target persona companies and execute initial outreach as required. Triage responses to the sales team.
• Compile and present campaign results and insights to managers, marketing team, and stakeholders.
Cross-Functional Collaboration
• Collaborate with Product Management to research and develop Lead gen projects/campaigns for target products and client segments.
• Collaborate and assist with event specialists on virtual and in-person event logistics and management (webinars, seminars, workshops, chapter events, conferences, etc.).
• Collaborate across marketing, sales, and subject matter experts to engage and help develop persona-based and account-based marketing campaigns in the various customer segments to nurture new and existing clients. Such projects could include mail merge campaigns, creation of personalized marketing materials and the organization and running of bespoke client webinars.
• Maintain a working knowledge of all RMS product lines with more in-depth knowledge of the business segment that is being supported to be an educator to others.
JOB QUALIFICATIONS
To perform this job successfully, an individual must be able to perform each essential responsibility satisfactorily using the skills and abilities outlined in this job description. The requirements listed below are representative of the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
• Proven experience as a marketing specialist or a similar role
• Exceptional written and verbal communication, with deep channel specific writing expertise and a strong attention to detail
• Have a strong eye for copy that converts
• Commercial awareness partnered with a creative mind
• Strategic thinking and excellent analytical skills
• Excellent organizational, time management, and problem-solving skills
• Ability to work well under deadlines and pressure
• Ability to adapt to a fast-paced and ever-changing digital communication landscape
• Discretion in handling confidential and sensitive matters
Education, Experience, and Licensure
• Bachelor’s degree (B.A /B.S.) or equivalent in biological sciences, marketing, business, or related discipline.
• 3-5 years related experience in marketing or communications. An equivalent combination of education and experience may be accepted as a satisfactory substitute.
• Previous experience within a life science environment (e.g., biotech, pharmaceutical, preclinical drug development, CRO, or lab) strongly preferred.
Technical Skills
• Knowledge in drug discovery and/or research animal model industry
• Strong knowledge of digital marketing channels, best practices, and tactics, including SEO/GEO, paid media, video, and social media.
• Experience in market research and voice of customer methods.
• Strong understanding of customer journeys and how to plan for and analyze success metrics across the marketing channels and stages of that journey.
• Demonstrable experience in marketing data analytics and tools.
• Strong Excel skills
• Solid computer skills, including MS Office, marketing software (Adobe Creative Suite, CRM)
• Ability to quickly learn new software and applications
• Strong Salesforce experience
• Canva experience a plus
Language Skills
Must have a good command of the English language and be able to communicate clearly and concisely in both written and verbal format.