Marketing Manager - Business Services

The Marketing Manager is responsible for strategy, planning and execution of integrated marketing plans supporting Patterson Dental’s Business Services offering. The Marketing Manager develops marketing programs that build brand awareness, attract new customers, drive growth of existing customers, and fosters customer retention through an engaging buyer to customer journey while ensuring alignment to strategic business objectives. With a deep understanding of customer needs and pain points this role develops push and pull integrated marketing campaigns leveraging digital and direct channels that are creatively developed through graphic designers and copywriters and executed through channel partners. Campaign results are tracked via scorecards to gain customer and marketing insights against a set of expected KPIs.

Major Duties

• Lead the strategy, development and execution of annual and quarterly marketing plans linked to the marketing manager’s area of responsibility (segment/product category).

• Work closely with a Data Analyst to identify targeted segments for product growth opportunities.

• Through superior understanding of the target customer develop relevant and personalized marketing programs that drive awareness, engagement, and conversion leveraging a mix of marketing mediums/tactics as the customer moves through their buying journey.

• Work closely with Category Managers and vendors on vendor-initiated programs leveraging digital and direct marketing strategies that support category sales.

• Develop customer facing selling tools that help deliver engaging, value-added customer conversations that close deals and deliver profitable growth.

• Understand customer pain points and what key decision maker/influencers value through voice of customer research.

• Build and refresh content pillars to help ensure messaging is on target. 

• Build rich content and assets that can be used to drive call-to-action engagement.

• Develop engaging optimized web content to support SEO, the customer journey and deliver marketing qualified leads.

• Lead collaboration with stakeholders leveraging streamlined internal processes following agile methodologies.

• Effectively communicate to cross-functional teams, gaining alignment and using influence and project management skills to meet project deadlines.

• Ensure the timely completion of required internal briefing documents, and weekly status reports.

• Create strong presentations, synthesizing information from various sources and creating persuasive presentations that move projects and drives results.

• Improve campaign outcomes and uncover insights by measuring results against objective/goals/ROI.

• Track overall spend, versus budget, keeping accurate records and acting on variances.

• Stay current on market trends, best practices and the competitive landscape to help identify areas of opportunity as well as quickly adapt strategies to changing business conditions.

• Attend external marketing networking and learning events to ensure awareness/understanding of marketing advancements.

• Perform other duties as assigned.

Job Qualifications

Required Qualifications

• Bachelor’s Degree in Marketing, Communications or related field

• 5 years of Marketing/Communications experience

• Understanding of digital and direct marketing tactics (SEO/SEM, direct mail)

• Proven ability to develop and execute an annual marketing plan

• Experience meeting project deadlines and achieve KPI goals while delivering positive ROI

• Appreciation for and understanding of various marketing technologies e.g. marketing automation

Critical Competencies

Key Competencies

• Strong communication skills, both verbal and written

• Confident, outgoing, detail-oriented self-starter

• Curious with a drive to achieve results and develop /sharpen marketing skills

• Team player who can function independently but is experienced and thrives in team collaboration

• Ability to prioritize multiple deadlines and conflicting assignments

• Ability to adapt quickly to shifting priorities

• Excellent organization and project management skills

The potential compensation range for this role is below. The final offer amount would be based on various factors such as candidate location (geographical labor market), experience, and skills. $66,800.00 - $84,300.00