Digital Marketing Manager
Marketing Manager, TU Digital Solutions:
The Marketing Manager, supporting the TU Digital business, will have a minimum of 10 years of marketing experience, with a focus on data and/or technology in a fast-paced environment. You will support TransUnion's digital solutions and be responsible for planning and execution of marketing programs and performance-driven demand generation campaigns. Additionally, you must be highly strategic and nimble, with a proven track record in effectively positioning products and solutions, creating content and sales enablement tools - preferably in the digital advertising/ad tech space for both direct and indirect buyers, including platforms, agencies, clients and partners.
The ability to collaborate in both a vertical and company matrix is a must. Expertise in full-funnel acquisition and nurture campaigns using a marketing automation platform (i.e., Eloqua, Marketo, Salesforce), as well as deep experience in cross-channel marketing strategies (i.e., email, social media, web, PR and events) is needed, as is the ability to measure and report on program effectiveness. A professional history of close collaboration with sales, channel partners, product and vertical leadership must be demonstrated. Please see below for specific details.
Strategy and positioning:
-Stay closely connected with TU Digital leadership across teams so that you can create program strategy around business needs. You, will serve as marketing's primary liaison as well as a valued member of the TU Digital's leadership team.
- Partner with vertical sales and product leadership to understand their changing needs and expectations thought leadership content and event communications..
- Ensure thorough understanding of TU's vertical markets, solutions, and unique value proposition at the business and product levels in order to inform actionable marketing plans. This includes market share, share of market goals for each business line, revenue goals, revenue drivers, top customers and breakdown of audience size and needs within each business.
-Understand existing customer base and use segmentation and effective marketing programming to increase the lifetime customer value and minimize attrition.
-Deliver information on - and access to - strategies, SME's, relevant materials, messages, etc., to the marketing services teams to inform creation of outstanding materials and to execute successful campaigns.
- Continuously collaborate with (and educate) sales leadership and their teams on the objectives of marketing programs and effective campaign follow up. Communicate results and inform cross-functional teams of sales feedback in order inform augmentation of future campaigns is critical.
-Develop relationships with key industry trade groups/associations to advance TU Digital's position in the marketplace.
Campaign design and collaboration:
-Partner with the marketing team to develop and execute cross-channel strategic marketing plans/programs for TU Digital. This includes PR, events, social, web, email and other channels.
-Partner closely with product, sales, leadership and platform marketing team on go-to-market execution. Plan together on a quarterly basis to ensure that campaign content creation is mapped out well in advance of campaign launch.
- Develop tailored content and deliverables including PowerPoint presentations, sales training, product sheets, case studies, demonstrations, blogs, etc.
-Create a distribution plan for each campaign depending on campaign objectives and manage in the department's online collaboration platform.
-Partner with corp comms team on ensuring proper brand and message.
-Work with the internal comms team to amplify the appropriate programs and results across the TU associate base.
-Participate as a team member to support brand marketing.
-During three-year planning process, serve as point person for marketing plan development, liaising with vertical leadership, marketing services, corporate comms, etc., to deliver a marketing plan that fully supports the BU's financial and brand goals.
Project management, goals and budget:
-Manage BU-specific marketing programs from start to finish including strategic direction, creative, execution, goal development and measurement. You are the overall project manager.
-Ensure that integrated marketing and communications plans - include key messaging, positioning, channel spend allocations and measurable objectives - are all in alignment with overall enterprise and business unit goals.
-Own creative brief development after pre-campaign strategy is determined with team. Inform the cross-functional teams of audience specifics (key messages, size, roles, needs, objections, motivations, drivers, etc.), campaign objectives (goals, strategy) and measurement metrics.
-Manage marketing team members, including career development, goals setting and reviews.
Measure programs through analytics, create reports:
-Meticulously measure program response, leads and overall and project-specific ROI based on departmental guidelines. Issue comprehensive monthly/campaign-level reports to peers, leaders and others. Ensure these reports are consistent across programs (and with other verticals' reports).
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