Demand Generation Lead

Introduction
Do you enjoy using both the right and left sides of your brain, combining analytical and creative thinking? Do you thrive in situations where you are required to make rapid decisions based on analytics insights? Do you flourish in an environment where there isn’t one right answer but constant experimentation, testing, and failure to lead you in the right direction?

The demand generation team is a highly skilled and dedicated cross-functional team with the mission to improve performance for IBM’s products. As a demand lead, you will lead the cross-functional team and work closely with marketing experts, product managers, and sellers. You will be responsible for setting the strategy through data-driven insights to achieve growth KPIs, translating that strategy into clear actions and experiments for the team, and managing the execution of those actions.

Your Role and Responsibilities
A Demand Lead is responsible for the design, development and optimization for omni-channel marketing programs associated with demand motions:
• Strategy Planning & Customer Journey Design
• Understand the market landscape, business objectives, target personas, key use cases and product offers for your product
• Translate business objectives into actionable marketing outcomes across the funnel
• Create an omnichannel digital journey for key audiences, including but not limited to: organic search, paid search, web, email, and routing
• Ongoing experimentation and maniacal focus on outcomes
• Design the customer journey for specific segments across strategic accounts
• Execution Orchestration
• Communicate demand strategy to relevant stakeholders, including but not limited to: global stakeholders, digital stakeholders, geo hub teams, field marketing, BU stakeholders etc.
• Manage the execution of actions for your specific product team
• Partner with content, digital, and email experts to create & execute an omnichannel experimentation plan
• Performance Optimization
• Understand brand to demand performance trends for the assigned product & optimize performance issues
• Deep analysis of marketing performance across aspects such as tactic type, content asset, channel, audience segment or business line
• Evaluation of relevant KPIs (such as impressions, web traffic, organic search performance, leads, pipeline or wins) with a keen eye on benchmarks and yield rates
• Readiness to explain emerging performance opportunities or challenges
• Strategies to deliver “next best actions” and support targeted pipeline coverage and revenue for the business
• Insight into action – cycling of performance insights directly back into planning and orchestration

Required Technical and Professional Expertise

• 10+ years relevant work experience, including experience in a digital marketing
• Deep critical thinking skills and curiosity to pursue open-ended problems
• Strong presentation skills and ability to effectively communicate data and action plans to stakeholders and leadership
• Understands Geo/Market strategies and localization requirements
• Business acumen with the ability to develop data-driven business recommendations
• Demonstrated ability to multitask and prioritize with a proven ability to meet tight deadlines

Preferred Technical and Professional Expertise

• 8+ years’ experience in omni-channel demand generation or related role