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Definitions of Common Marketing Roles

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Role NameCharacteristics

Campaign or Program Manager

  • Responsible for identifying, designing, planning, delivering, monitoring and modifying cross-channel marketing campaigns.
  • Smaller organizations: May be trained on Eloqua or a marketing platform that helps them implement a campaign.
  • Larger organizations: May rely on a centralized demand center or a Marketing Operations team to help with the actual implementation inside a marketing automation tool. This way the Campaign Manager can concentrate on identifying, planning, and designing, and the support person can focus on the implementation.  This can work well since the support person becomes very efficient using the tool, understands the constraints, naming conventions, rules and processes setup.  The drawback is that the Campaign Manager might not learn new ideas on what a system can provide so they don't grow, think outside the box or develop campaigns using best practices or new features and ideas.  Constant education of the Campaign Managers is critical in this scenario.
  • Responsible for designing all campaign tactics to use the marketing platform, like Eloqua, so that tracking and reporting can be conducted.
  • Responsible for learning how to use the marketing platform; best practices and approaches.

Content Marketing Manager

  • Responsible for enterprise-level content management, creation and rollout.
  • Works closely with Marketing Managers and cross-divisional project teams to create and execute effective marketing communications content and programs.
  • Works with cross-divisional and vertical marketing teams to develop content strategy for assigned industries (based on targeted markets, persona and brand).
  • Collaborates with a network of internal content creators to publish content.
  • Manages a content review process that ensures all content is on-brand, error-free, consistent in style and optimized for both search and user experience for digital channels (including online, social media, and email).
  • Publishes and manages a content calendar.

Digital Marketing Manager

  • Responsible for reviewing company or department objectives to turn them into actionable & measurable digital marketing programs.  This could include using the following digital tactics: SEO, PPC, social, mobile, online media, website strategy and other digital components.
  • Responsible for creating & measuring the digital marketing programs.
  • Develops digital strategies and conduct analysis to make recommendations that will increase program ROI.
  • Plans, executes and monitors digital/social media campaigns across Facebook, Twitter, Foursquare, YouTube, Google+, Pinterest, Tumblr, Wordpress blogs and emerging social networks/technologies.

Email Marketing Manager

  • Specializes in handling electronic correspondence; uses an email service provider like Responsys or a marketing automation platform like Eloqua.
  • NOTE: Email marketing is not dead! 77% of consumers prefer email for permission-based marketing communications; 7 out of 10 used a coupon in an email in the previous week; 82% of consumers open email from companies.
  • Because email and social media marketing campaigns can and should be linked together at times, perhaps the digital marketing manager or director could oversee both - as well as other forms of online marketing.  It's important to at least co-ordinate the two, and combining the two can form a powerful tandem.

Event Manager

  • Plans and organizes all stages of an event; event definition, promotion, registration, communication, onsite management, vendor management, budget responsibilities, post-event follow up.

Field Marketing

  • Organizes, coordinates and executes marketing campaigns and events; responsible for executing sales promotions and programs.
  • Should understand the market, sales and customer challenges faced within the respective regions of coverage and then activate and execute channel and field marketing initiatives, programs, communications and sales tools to address these factors in an effort to attain the desired business objectives for the area.

Marketing Automation Manager

  • Support the execution of integrated inbound and outbound marketing and lead nurture campaigns; Lead scoring and the passing of leads to Sales.
  • Responsible for the Marketing Automation software.
  • Sales Force Automation software user.
  • Database management; segmentation, reporting and contact maintenance.
  • Email Marketing; list acquisition and importing.
  • Develop, implement and document strategy and processes for ongoing data import, validation, augmentation, and enhancement of the marketing database.
  • Data analysis, reporting and business intelligence.
  • Optimization and A/B testing; system and data improvements.

Marketing Communications Manager

  • Manages campaigns and communications through all phases of launch and maintenance, including reporting, analysis and optimization.
  • Supports the company's goals through a wide range of communications and marketing activities; leads communications initiatives.
  • Manages and monitors day-to-day conversations on social channels, making media and social engagement recommendations.
  • Assists with developing and executing communications strategies for specific comScore products and product lines, working closely with product marketing and other teams.
  • Manages the company's social media channels, and ensures that messages shared via social channels align with corporate priorities set forth by marketing management.

Marketing Data Analyst

  • Has a data analytics background; experience with BI tools and manipulating large amounts of data.
  • Responsible for reporting and metrics.
  • Responsible for eSuite Dashboards.

Marketing Operations

  • Objective: To reinforce high performance of the marketing team.
  • Responsible for the marketing infrastructure, processes, integration from marketing systems to other key infrastructure systems (ie, CRM), metrics and best practices.
  • Ownership of the marketing cloud platform.
  • Ownership of integration points (works with Sales Operations and other key IT staff).
  • Ownership of the data flow from Marketing to Sales; lead flow and lead flow optimization.
  • Campaign process, implementation/execution as it relates to the marketing platforms used.
  • Campaign reporting and metrics.
  • Database maintenance and management.
  • System training and enablement; governance and administration.

Marketing Specialist

  • Responsible for designing, creating, and delivering marketing programs to support the growth and expansion of company products and services.
  • Develops sales presentations and provides reports such as marketing trends, competition, new products.
  • The Marketing Specialist role can vary based on what is needed on the marketing team. Some companies have their specialist learn the marketing automation tool and become part of the implementation team or marketing operations support team.

Marketing Technologist

  • Becoming a general role name for a person that is responsible for managing transformational change inside marketing organizations.
  • Can have similar responsibilities as the Marketing Operations role, but has more leadership skills and is considered an educator and can influence change.
  • Not just an IT and technology expert, but has marketing experience as well.
  • Can report to the CMO or the CIO (depends on size of the company, structure and culture).

Product Marketing Manager

  • Orchestrates the marketing of new and existing products.
  • Partners closely with other marketing teams like Demand Generation and Marketing Communications to drive messaging and positioning for their product. They conceive and support new and innovative marketing programs and enable Sales and Customer Experience teams with tools and messaging to articulate the value of the product.
  • Works closely with the product development team so that sales strategies can be developed for marketing new products before those products are officially released.
  • Must have a broad knowledge of the product's features and benefits, because clients and members of the marketing team will primarily rely on the manager for information pertaining to the product prior to its release.
  • Formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers.

Social Media Marketing Manager

  • Oversees the execution of social media initiatives.
  • Uses 'listening' and other social relationship management tools to take the pulse of the customer and prospect base and to respond to social engagement.
  • Monitors all company-related social mentions via monitoring tools, working with the Digital Marketing team to manage the response strategy, identify and monitor influencers and build relationships with brand advocates.
  • Key responsibilities include creating engaging and effective content for social media channels, reporting results and overseeing social media profiles.
  • Create viral digital campaigns and content for use across social media channels.

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