Marketing Manager, financial services - Starpoint Solutions (New York, NY)

Financial services company is looking for a Marketing Program Manager to help develop measurable marketing programs across various business units.Responsibilities: Create holistic marketing plans that meet business initiatives as well as provide consideration for master brand initiatives Prioritize projects, campaigns, and plans allocating resources accordingly Create and manage budgets ensuring all activities are executed on time and on budget Develop, implement and analyze campaigns and manage all day-to-day activities required to support multi-channel demand generation and awareness programs, including segmentation, list building, data quality and reporting. Provide reliable, consistent and timely results and metrics for marketing campaigns and quantify planned outcomes with strategic goals and measures for Marketing's contribution to the business. Define, implement and manage CRM and marketing automation strategies. Develop and drive the closed-loop lead generation/management process that provides business relevant information from campaign to close and is communicated to the sales and marketing teams. Identify and analyze key metrics for lead management and lead lifecycle including lead quality, lead creation, lead flow and program effectiveness. Track the flow of leads through the pipeline and work with the Sales team to ensure follow up and report impact/ROI of lead generation programs. Develop ongoing marketing automation programs to manage all stages of lead development, from cold nurtured inquiries to closed opportunities. Plan and implement multi-step campaigns to achieve marketing goals, and maintain the database of prospects, customers and campaigns. Work with written and visual communications teams to create and maintain compelling collateral, web pages or other content for each program, including case studies, product demos, and online enrollment capabilities; creatively expand web site presence to better support lead generation for programs on an ongoing basis. Manage search engine marketing and integrate social networking media initiatives into programs. Train marketing users on Salesforce.com (or other platform as the business selects) and marketing automation systems and overall campaign/lead process. Identify optimal media mix for advertising to reach targeted prospects; ensure application of state of the art thinking around media and creative strategy. Research and initiate valued-added opportunities by networking with professional trade media vehicles to facilitate program coverage and create opportunities for joint webinars, special supplements Test, track, and evaluate results of all marketing initiatives to ensure effective use of budgeted resources and continuous improvement. Guide the way to a new level of performance by utilizing all aspects of our data to tier and segment our customer accounts to provide each with a content relevant experience designed to maximize retention rates, margin and long-term contribution goals. Communicate regularly ensuring strategy and projects are on track, gaining support and guidance. May include creation and distribution of integrated, cross-functional marketing programs calendar to senior management, marketing teams and other pertinent departments, including facilitating key meetings Develop and deliver effective communication to pertinent departments for any given marketing program (typically timed to major flights/launch windows). Requirements: Bachelor’s Degree in Marketing or Business, MBA preferred. Research and/or stats education a plus. 8-10 years’ experience in online and offline direct marketing, customer acquisition and retention in a business to business environment. Experience in B2B financial services, preferably for a broker-dealer or technology provider to the buy/sell side community. 3-5 years proven expertise and success with SEM, SEO, online media and leveraging Social Media for lead generation 3-5 years hands on experience with leading marketing automation tools such as Eloqua, Omniture, Marketo, Pardot, Kenshoo, or similar in conjunction with salesforce.com, Oracle On Demand, Microsoft Dynamics, or similar market-leading CRM platform. 2-3 years experience running PPC programs as well as selecting and managing external PPC consultants Experienced in defining and executing a methodology and metrics to measure direct response results across channels Proven ability to analyze markets and customer needs, and develop marketing plans and product recommendations accordingly Proficiency in direct marketing planning, managing and executing integrated multi-channel campaigns, demand generation and customer lifecycle programs Proficient understanding of web site functionality, email marketing and database best practices Proven experience setting up and managing a Marketing Performance Dashboard Experience setting and driving team to meet/exceed marketing KPIs Direct experience in segmentation and ROI analysis Superior understanding of branding principles Direct experience in handling lead generation and interactive marketing for an established financial services firm

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