Senior Integrated Marketing Manager

Job Category: Digital Marketing Manager
Job Type: Full Time
Job Location: Michigan

CPA.com

CPA.com, a leading developer and distributor of technology solutions for the CPA profession, is seeking an experienced Sr. Integrated Marketing Manager who is looking to apply their skillset and grow with a dynamic and fast-growing organization. The Sr. Integrated Marketing Manager will drive the strategy & execution of B2B omni-channel marketing plans for a select CPA.com portfolio of products through a team of marketers. The ideal candidate will have strong leadership, management and collaboration skills, as well as a deep understanding of B2B marketing, preferably with experience at SaaS or technology company. This person will also take a data-driven approach to planning go-to-market plans across both inbound and outbound channels to meet or exceed marketing goals.

Key Job Responsibilities

 Marketing Strategy and Team Management

  • Create and execute KPI-driven, content-focused, multi-channel marketing plans that drive category awareness, demand generation and post-sale enablement of selected CPA.com and technology partner solutions.
  • Lead a team of marketing professionals to develop and execute holistic marketing plans, providing regular feedback and guidance to meet or exceed marketing goals and KPIs.

Content Marketing

  • Lead and execute a comprehensive thought leadership content marketing strategy, aligned with the overall product goals.
  • Partner with product marketing, sales and professional services teams to create high-impact marketing content including webinars, sales enablement resources, infographics, videos, web content, case studies, blogs, fact sheets and social media content.
  • Ensure that all marketing materials align with our brand identity and resonate with target firm audiences.

Digital Marketing and Demand Generation

  • Oversee digital marketing and demand generation strategy for marketing team, developing and executing strategies that align with the company’s overall goals and coaching marketing professionals to follow best practices for key digital tactics including email marketing, paid search and SEO.
  • Collaborate with revenue operations teams to create best-in-class tracking and reporting around the marketing funnel that allow for better forecasting and benchmarking.
  • Manage the effectiveness and reporting of key marketing channels (web traffic, SEM, ABM, email, content, events).
  • Design and implement lead generation and nurture campaigns to drive MQLs and SQLS through the marketing funnel, and leverage learning and testing to optimize conversion rates and lead scoring.
  • Forecast, measure, analyze, and report on the impact of marketing activities on sales pipelines, revenues, and sales cycle lengths. Determine and report out on the ROI and effectiveness of marketing plans/campaigns.
  • Develop and execute ABM strategies to target key accounts, collaborating with PMM and sales teams to create targeted messaging, content and campaigns.

Data Analysis and Reporting

  • Utilize data analytics to measure campaign effectiveness, identify trends, and make data-driven decisions.
  • Regularly reports on key performance metrics to stakeholders, including for quarterly business review meetings.

Other Duties

  • Leverage marketing automation tools to streamline processes and enhance lead nurturing.
  • Manage marketing budgets effectively, allocating resources to high-impact initiatives and evaluating ROI of marketing spend.

Skills And Qualifications

  • Bachelor’s degree with relevant major; advanced degree preferred.
  • 10+years of marketing experience, preferably with focus in creating GTM marketing strategies for SaaS technology products; Experience working with sales teams to support bottom of the funnel marketing.
  • Strong knowledge of marketing best practices, channel approaches and emerging technologies, including marketing use cases for GenAI.
  • Expertise and proficiency in marketing automation platforms and CRM solutions such as Salesforce and Pardot. Experience managing successful email marketing, social media, content/webinar, and SEO/SEM campaigns.
  • Excellent communication, leadership, and project management skills.
  • Ability to work under tight deadlines, navigate competing priorities, and effectively adjust work plans to respond to emergent challenges or opportunities.
  • Ability to work independently and with limited oversight to accomplish agreed upon objectives and to evaluate results.
  • Strong analytical skills and ability to interpret data to drive strategic decisions.
  • Strong attention to detail.

 

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