Overview
Global Segment Marketing Activation Specialist
Take your next career step at ABB with a global team that is energizing the transformation of society and industry to achieve a more productive, sustainable future. At ABB, we have the clear goal of driving diversity and inclusion across all dimensions: gender, LGBTQ+, abilities, ethnicity and generations. Together, we are embarking on a journey where each and every one of us, individually and collectively, welcomes and celebrates individual differences.
Responsibilities
* Oversees the planning, coordination, design, and execution of marketing campaigns for the infrastructure, oil and gas segments. Responsible to translate customer insights, needs and value propositions for those segments and for Smart Societies. Ensures alignment between marketing, product management, communications, and local sales teams for the development of targeted engagement, nurturing and demand generation campaigns. Development of marketing plan for specific segments in conjunction with segment or solutions marketing.
* Translate customer insights, needs and value propositions for specific segments into customized buyers journey mapping and marketing tactics. Measuring and improving programs / campaigns to support sales growth initiatives to achieve ABB’s objectives
* Together with digital marketing, comms and product management develop a platform of global marketing assets, content and tools menu from which local organizations can select and adapt to meet local customer needs
* Develop a customer journey as a foundation for the development of the campaign to ensure the delivery of relevant customer focus content.
* Researches, identifies, and selects external marketing agencies to develop marketing assets, tools, touchpoints as a part of the programs and campaigns. Defines quality and delivery targets for externally assigned activities, monitors ongoing progress, and resolves issues.
* Defines key targets and metrics for all programs and campaigns. Monitor results and improve. Forecast, measure, analyze and report on program effectiveness.
* Manage and execute segment budget and allocate according to customer experience and campaign results.
* Ensure campaigns are executed using marketing automation (Marketo, Pardot, SFDC, etc.) and other marketing technologies (ON24, Bizzabo, etc.)
* Optimizing website and existing landing pages for search engine optimization and demand generation. Execute tests, collect, and analyze data and results, identify trends and insights to achieve maximum ROI in paid search campaigns
Background / Qualifications
* 5 years + of Digital and B2B marketing experience
* Understanding of Pardot / Marketo or any other marketing automation system and SFDC
* Experience managing agency relationships
* Successful completion of a Business Degree
* Experience serving, collaborating with, and influencing stakeholders with no direct reporting relationship
* Customer and market driven orientation, analytical skills
* Project management experience
* Fluent in English (spoken and written)
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