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Job Opening: Director of Audience Development and Marketing Operations (Marketo + Salesforce)

JOB PURPOSE

Springer Publishing is seeking a highly technical, data-driven marketer to drive our audience development and lead generation efforts. In this position, you will utilize your database marketing and marketing automation skills to acquire lists, maintain and improve data quality, and maximize the company’s ability to target and personalize marketing communications via email, web, social, and other channels. Springer Publishing produces approximately 140 new products per year in an array of nursing, medicine, health care, and behavioral sciences specialties, and building a clean and powerful marketing database and marketing automation engine is essential to successfully engage with our many distinct and devoted audiences.

Success in this new position means empowering Springer Publishing’s Marketing team to utilize our marketing automation platform (Marketo) and CRM (Salesforce) to reach more of the right leads and prospects with highly personalized and sophisticated digital marketing campaigns. The qualified candidate will have proven experience growing, managing, maintaining, and using audience data to generate leads and direct sales in both a B2B and B2C environment. This position will report directly to the VP of Marketing.

DUTIES AND RESPONSIBILITIES

  • Complete ownership of marketing database management.
  • Develop and execute an audience/list growth and acquisition strategy, aligned with marketing strategy and market penetration goals.
  • Serve as the in-house Marketo authority and support the Marketing team to increase market share, improve targeting and personalization, and increase engagement across marketing channels.
  • Build data and process workflows that integrate marketing and sales activities seamlessly between Marketo and Salesforce.
  • Acquire, maintain, measure, and optimize contact database, applying data quality best practices to ensure accuracy, elimination of duplicate records, and clean syncing with CRM, ERP, ecommerce, and other systems.
  • Develop best-of-class segmentation utilizing an array of criteria (job role, industry, sales stage, etc.) for personalized communications across email, web, social, mobile, and offline channels (“the right message to the right person at the right time”).
  • Enable the product/brand marketing team, web/digital/advertising team, and Sales managers to target new and existing prospects, as well as to employ high-impact retargeting efforts to existing and previous customers.
  • Work closely with the Salesforce administrator to maintain clean data and implement effective Marketo/Salesforce workflows as needed.
  • Acquire new prospect lists through existing and new partnerships in the health care, academic, and data provider industries.
  • Maintain clean, readily usable customer data across multiple target groups for multiple objectives: direct-to-consumer sales and subscriptions of professional products, academic/textbook adoption marketing, institutional sales and subscriptions, and corporate bulk sales and content licensing.
  • Implement lead scoring programs to identify “sales ready” MQLs and efficiently pass on leads accordingly.
  • Play a leading role in the development of engagement, lead nurturing, and long-term communications targeted to the customer type and stage of the customer journey, collaborating closely with the Director of Product Marketing.
  • Create reports and dashboards for tracking and analyzing growth of new contacts, identify gaps, and recommend and execute audience growth strategies.
  • Collaborate with digital marketing team to develop reporting processes that integrate email engagement, website behavioral data, and CRM data for a complete customer lifecycle view.
  • Work with social media and digital advertising colleagues to apply finely tuned segmentation to these channels, targeting both existing contacts and lookalike audiences.
  • Support sales in the strategic engagement, nurturing, selling to, and retargeting of key contact and accounts.
  • Responsible for ongoing data maintenance, hygiene, imports, appending, and compliance with all email and privacy regulations.
  • Serve as primary Marketo administrator, supporting the product marketing teams in their development and deployment of new campaigns.
  • Stay up-to-date on new software tools and plugins for enhancing marketing automation programs, operational efficiencies, audience building, email deliverability, and more.

QUALIFICATIONS

  • Track record of achieving game-changing audience and sales growth.
  • 5+ years in marketing database management.
  • Proven success in building high-ROI marketing databases.
  • Experience successfully collaborating with marketing and sales teams to meet and exceed lead generation, conversion, and revenue goals.
  • Strong email marketing and/or marketing automation expertise (ideally Marketo).
  • CRM experience (ideally Salesforce).
  • Highly analytical, proficient in Excel, with knowledge of applicable data tools.
  • Ability to quickly learn, adapt to, and use new systems and data sources.
  • Experience producing actionable reports for marketing and sales management.
  • Possessing the utmost attention to detail and the highest of standards of accuracy.
  • Publishing and/or healthcare industry experience a plus.

PHYSICAL REQUIREMENTS

This position may require occasional travel; able to drive and fly to destinations as required.

We are an Equal Opportunity Employer and do not discriminate against applicants due to race, color, religion, gender, sexual orientation, gender identity, national origin, veteran status, or disability.

ABOUT SPRINGER PUBLISHING COMPANY

Springer Publishing Company is known as an innovative nursing, behavioral sciences, health sciences, and medical publisher. Our products have won numerous awards, from the American Journal of Nursing Book of the Year Awards, to the ALA Choice Awards and the highly selective AAP PROSE Awards, and we offer over one hundred top quality titles annually in print, ebook, and app formats, in addition to more than twenty journals. In all our publishing areas, we are passionate about providing the best textbooks, professional reference and clinical books, apps, and digital resources to students, instructors, and professionals.

Interested candidates can forward their letter and resume to: humanresources@springerpub.com

Springer Publishing Company
11 West 42nd Street
New York, NY 10036

 

Posted 7/13/18