Marketing Manager

Location: Gaithersburg, Maryland
Date Posted: 03-06-2017
Job Description
Position Title: Marketing Manager
Department: Marketing
Reports To:  Chief Marketing Officer (CMO)    
The Marketing Manager is a critical member of the Marketing team with overall responsibility for creating and driving the go-to-market strategy, successful product launches and results-oriented marketing programs for AINS.  Working closely with Product Management, Sales and Lead Development teams, this team member will develop and manage the execution of effective awareness and demand generation programs aimed at extending AINS’ footprint in the existing client base, acquiring new clients and identifying new markets in support of the Company’s revenue goals.
The primary focus of this position will be a leadership role in the development and implementation of the marketing strategy, programs, events, and tactics that will enable product line growth.  Success will be measured by the ability to drive market adoption, client awareness and satisfaction, new business development and thought leadership.  This position will contribute to a world-class marketing organization by supporting all aspects of marketing and communications, including product marketing, branding, sales support, events, ROI tracking and budget reporting/management, thought leadership, online and digital marketing, and internal and customer communications.
The ideal candidate will be well versed in both B2G and B2B marketing and sales methodologies, and will be just as comfortable developing big-picture marketing and business strategies as they are managing the smallest details of program execution.
  • Develop, implement and manage the marketing strategy, plans and programs that support the business objectives and financial goals across all AINS product lines.
  • Lead content development strategy for integrated marketing campaigns across multiple product lines and audience segments.  Develop messaging and positioning for products, working closely with Product Management to translate product roadmaps and capabilities into features and benefits for clients. Create product collateral and supporting content required in execution of marketing programs and campaigns.
  • Create traditional and multimedia content, such as whitepapers, case studies, copy for email offers and web/landing pages, webcasts, client briefs and interactive product demos.
  • Develop integrated, go-to market programs designed to drive new lead acquisition, nurture existing prospects and drive qualified sales opportunities.  Leverage marketing automation and CRM systems to support program execution and ongoing tracking and measurement.
  • Responsible for supporting the Sales and Lead Development teams through ongoing education, sales tool development, sales process support and campaign development to ensure sales readiness and effectiveness.
  • Oversee the company's demand marketing programs, including planning the scope of campaigns, developing content, execution and measurement.  Work closely with Marketing team members to establish campaign metrics, and develop insights and best practices from our marketing results to continually evolve and optimize our demand generation strategies.  Coordinate closely with Sales to ensure and track lead follow up and analyze campaign effectiveness.
  • Responsible for managing the email and online marketing strategy for each product line, which includes but not limited to―web and email content development, brand management, social media strategy, SEO/SEM marketing, thought leadership and optimization, tracking and analysis, and develop, capture and manage sales leads and inquiries.
  • Oversee the product launch process, including planning activities, monitoring timelines and communicating overall status.  Work closely with Product Management and Technology to drive market launch of new products and features―develop sales enablement materials, “how to” videos, sales presentations and external communications/programs.
  • Manage timelines and budget associated with integrated marketing projects, ensuring that all activities are on budget and that campaigns are executed on time including scheduling, design, production and distribution.
  • Monitor and communicate industry-trends, client insight, competitive shifts and emerging opportunities to influence campaign messaging and positioning, facilitate market segmentation and project investments.
  • BS/BA degree in relevant discipline. MBA preferred.
  • 5-7 years relevant experience in demand marketing with an emphasis on driving sales, preferably in both B2G and B2B enterprise software. Case management/BPM software experience a plus.
  • Minimum of 2-3 years managing and/or leading marketing programs/campaigns that vary in scope and complexity; previous experience working on or collaborating with a highly driven sales team as demonstrated through a solid understanding of software sales cycles.
  • Ability to think strategically and creatively, but a preference for tactical execution; must possess strong understanding of marketing principles, practices and techniques.
  • Experience with marketing automation tools (i.e. Marketo) and CRM (i.e. as well as social media, preferable experience with A-B testing scenarios within marketing automation.
  • Led the strategy for email, landing pages, microsites/hypersites and optimization of all of these core marketing channels with ongoing measurement and assessment of best practices and industry standards.
  • Experience with SEO/SEM management within the enterprise market space, landing page effectiveness and measurement specifically mediums such as Google, Yahoo, Bing with the ability to make strategic recommendations in optimization.
  • Must be a self-starter and be able to work with minimal supervision; desire to be in an entrepreneurial, high-growth environment.
  • Excellent written/verbal communication and presentation skills, with strong attention to detail and follow through. Ability to multi-task, prioritize, take on responsibility and work well under deadlines.
  • A team player, effectively interacting with employees at all levels within the company.
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