VP, Demand Generation
Company: CO-OP Financial Services
Location: Rancho Cucamonga
Posted on: January 15, 2021
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Job Description:
The Opportunity We are seeking a talented VP, Demand Generation
to drive data-driven marketing strategy related to lead generation,
customer retention, and cross-sell/upsell programs. This person in
this role will utilize expert level knowledge of marketing
automation (Pardot platform) to craft and optimize CO-OP's B2B
client acquisition and demand generation engine across Web and
online marketing, events, and all campaigns. This position has a
dotted line to Sales Ops (SVP, Sales Ops) and Marketing (SVP,
Experience Operations and Chief of Staff). What You Can Look
Forward to Leads and mentors team members, ensuring responsible
area is staffed with highly motivated and skilled professionals who
will contribute to the company's overall success. Bridging positive
working relationships and trust with other senior and executive
leaders within the Marketing and Sales departments and across the
organization. Act as supervisor to direct reports. Perform annual
performance reviews. Interact on a daily basis to inform decisions
and set strategic direction based on each function. Display strong
leadership skills in order to lead team to success in achieving
both marketing and company-wide goals. Manage portfolio of inbound
and outbound marketing and acquisition programs, including
integrated campaign management, database and email marketing,
webinars, trade shows, in person and digitized events,
persona-based nurture programs, account-based marketing, search
engine optimization, paid media, online programs, corporate
website, outbound call and email campaigns for inside sales team,
pipeline acceleration for direct sales and distribution channels.
Creates segmented engagement plan, matching media and sales
engagement plans to audience movement by revenue segment and
persona to understand the right media mix by segment for optimized
results. Own marketing and sales technologies (Pardot Marketing
Automation and Salesforce), processes and systems, including
database management, segmentation, analytics, a/b testing, data
cleansing, etc. Configures SLAs in conjunction with sales. Works
hand in hand with Sales Ops to set goals for lead generation and
improved speed to contract and ensures campaigns deliver against
metrics. Deliver repeatable, sustainable and predictable
marketing-generated revenue in key regions via digital marketing
and marketing automation. Identify new optimization tests and
growth opportunities and areas for additional investment in time
and money and decreased focus. Collaborate closely with Digital
Experience to manage and optimize all online properties and all
other customer facing web assets with an extreme focus on UX and
B2B customer acquisition Regularly measure, optimize and report out
to senior management on key digital demand generation efforts to
demonstrate material contribution to pipeline generation Contribute
to the growth and profitability of the company by ensuring high
customer satisfaction rates, creating repeat customers, and
creating efficiencies Manages demand generation marketing calendar,
budget management, KPIs, and reporting. Responsible for reporting
risks that are identified to the appropriate team and/or
management. Additionally, responsible for managing, monitoring and
reporting risks within the scope of your work area, to include, but
not limited to Information Security risks. Actively supports our
CO-OP culture and embraces our core values of Work as Partners,
Communicate Openly and Honestly, Demonstrate Excellence and
Champion Change in all interactions. What You'll Need to Succeed
Bachelor's degree (B.A. or B.S.) in Marketing, Business
Administration or related field plus minimum 15+ years' relevant
work experience required, or equivalent training and/or experience.
Master's degree in Business Administration is preferred. Minimum of
5 years of management experience. Proven marketing and leadership
experience. Mastery in Demand Generation strategy development and
execution across all channels: digital, print, direct, social,
paid, and other emerging channels. Strong knowledge of content
marketing, media and brand management fundamentals and strategies.
Strong understanding of B2B marketing strategies. Agency and/or
start-up experience helpful. Experience in credit union or
financial technology industry is a plus. Adept in all areas of
demand generation, including SEO and SEM, social media, paid media,
events strategy, webinars, branded content, etc. Ability to make
quick, accurate decisions on a frequent basis, remain flexible and
able to react quickly to change. Advanced analytical skills.
Trusted advisor to sales leadership teams and developer of
data-driven marketing strategies and programs in matrix
organizations. Career focus on delivering measurable marketing ROI
with expertise in all aspects of B2B and B2C direct marketing,
including database marketing, analytics/segmentation, media
planning and all forms of digital marketing Collaborative in
working with colleagues and vendors. Exceptional collaborator and
influencer - ability to engage with multiple stakeholders and
quickly build relationships needed to accomplish program
objectives. Skilled at conflict resolution and negotiation, able to
set clear expectations and demand high performance for self and
others Able to inspire and motivate teams and individuals, and able
to identify attract, develop and retain top talent Highly motivated
self-starter with a structured yet adaptable work-style - able to
work well in a fast-paced team environment while having a focus on
quality, and good attention to detail. Ability to collaborate
across multiple teams including PR, Product Marketing, Sales, and
Product. Outstanding written & verbal communications skills as well
as strong presentation skills. Innovative thinker and builder, able
to bridge the sales and marketing functions together to position
the company for future growth. Excellent verbal and written
communication skills. Why Join CO-OP? CO-OP is committed to
fostering a workplace where every employee feels valued, respected,
and connected.--We are dedicated to understanding, attracting and
engaging a diverse workforce where every employee can live up to
their pull potential; ensuring that our employee base reflects the
consumers we serve. The result of this effort is an inclusive
environment where diverse talent thrives. You will be part of an
organization that focuses on a strong culture and embodies the
credit union movement philosophy of People Helping People. CO-OP's
commitment to reflecting our own core values and purpose extends
beyond how we serve our clients and the products that we deliver.
With more than 35 years of industry leadership, CO-OP Financial
Services is the largest, most comprehensive credit union service
organization in the nation. CO-OP serves as THE credit union
technology engine, bringing payments solutions, engagement services
and strategic counsel to help credit unions optimize member
experiences to consistently provide seamless, personalized
multi-channel offerings, while delivering secure, sophisticated
fraud mitigation service. CO-OP serves more than 3,000 client
credit unions, with 60 million debit and credit cardholders, nearly
30,000 surcharge-free ATMs and more than 5,600 shared branches
nationwide. Our vast technological ecosystem facilitates more than
6.5 billion transactions every year and equips credit unions of all
sizes to deepen member engagement and prosper in the fast-paced
world of fintech. The Perks Fun, challenging and, collaborative
work environment with passionate colleagues that care deeply about
the intersection of technology and human-centered financial
services. Great Work/Life Benefits - Paid Time Off (PTO),
Maternity, Parental, Family Care, Adoption Leave Programs,
Community Volunteer Time Off, and 10 Paid Holidays. Health benefits
- medical, dental, & vision plus wellness programs and gym
reimbursements. 401K with generous company match. Tuition
reimbursement.
Keywords: CO-OP Financial Services, Rancho Cucamonga , VP, Demand Generation, Other , Rancho Cucamonga, California
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