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Manager, Demand Generation

4 months ago

Davis, United States Xylem Full time

Join Xylem in the global mission to #LetsSolveWater As a leading water technology company with 23,000 employees operating in over 150 countries, Xylem is at the forefront of addressing the world's most critical water challenges. We invite passionate individuals to join our team, dedicated to exceeding customer expectations through innovative and sustainable solutions.

Role: The Demand Generation Manager is responsible for the planning, development and implementation of integrated, data-driven marketing communications strategies and programs that support the growth objectives of a specified regional, vertical customer segment. This role will drive highly targeted marketing campaigns designed to build awareness and generate demand for Xylem’s products and services. Collaborates with the Marketing Communications organization to leverage internal resources and manage relationships with external partners to successfully execute online and offline marketing communications campaigns.

Essential Duties/Principal Responsibilities:

- Lead efforts to understand - and become the authority - on the intricacies of the full buyer’s journey.
- Create a regular rhythm of “Customer Listening” to gauge customer brand loyalty (NPS), inform content creation and define the most effective ways to leverage marketing to nurture customer relationships.
- Drive and manage a pipeline of qualified leads and line of sight to revenue that can be attributed to marketing efforts.
- Understands and maps the vertical market value chain total requirements and in collaboration with vertical marketing and business development managers, creates compelling value propositions aligned with corporate market/brand positioning.
- Conducts regular Voice of Customer exercises (including NPS) to enable a rhythm of listening to our customers in order to provide them with differentiated customer experiences, relevant content and communications that trigger action.
- Creates a portfolio of customer personas that represent their needs, pain points, decision considerations, and touch point preferences.
- Responsible for communications strategy for commercializing new product introductions and launches, the treatment of product brands within the segment, product/program naming, advertising and promotion to attract segment targets.
- Manages a cohesive and consistent “strategic narrative” for the segment, including messaging, positioning and content development initiatives by tightly aligning and collaborating with the Marketing Services and GC Communications team for program execution and deployment through online and offline marketing communications campaigns.
- Plans, creates and launches integrated marketing campaigns by overseeing campaign vision, objectives, creative and implementation.
- Ensures consistency and continuity in presentation of the Xylem brand and the company’s product brands.
- Develops a robust lead generation funnel that supports the segment’s customer acquisition, retention and win-back growth goals, and drives revenue attribution.
- Utilizes data-driven marketing best practices such as customer segmentation, A/B testing, and analytics to inform spend decisions and drive the favorable return on investment (ROI).
- Works closely with sales teams to develop and optimize lead scoring algorithms and lead conversion tactics through integrated digital channels.
- Participation in Xylem Watermark volunteer activities

Minimum Qualifications: Education, Experience, Skills, Abilities, License/Certification:

- BA/BS degree in Business, Marketing or Communications
- 8-12 years relevant experience working
- Industry knowledge helpful
- Corporate and/or comparable agency experience. If corporate, must have experience effectively working with and managing agency partners.
- Data and analytically savvy. Knows how to interpret and use consumer insights, analyses, market research, and sales/market data to develop highly targeted, customer-centric marketing initiatives.
- Results-driven: direct marketing experience or history of success managing “performance-based” marketing programs (being able to tie marketing investments back to revenue and proving ROI).
- Financially-savvy, business smart professional with the personal presence and confidence to work across all levels of organization and be viewed as a marketing partner by both internal and external constituents (agency, distributors).
- Dedicated, passionate and energetic leader with the ability to “get things done” through the power of influence.
- Highly proactive, possessing the ability to work independently and take ownership, while having fun
- Strong digital marketing competencies and knowledge with the ability to turn digital activity into meaningful growth opportunities.
- Strategic thinker, analytical and results oriented with experience working across functional and organization boundaries.
- Strong written and verbal communication skills.
- Project management ex