Director, Demand Generation

2 weeks ago

Montpelier, United States RxBenefits Full time

RxBenefits’ data-driven and revenue-centric marketing team is looking for a Director, Demand Generation to lead our Demand Generation and Client Marketing efforts. The Director, Demand Generation will lead the strategy and implementation of high-impact, full-funnel marketing activities to generate a robust pipeline of quality leads and nurture our existing client base to maximize renewals and upsells. This leader will bring insights from years of experience testing, measuring, iterating, and improving marketing strategies at every stage of the customer journey and will lead a successful team to achieve ambitious growth and retention goals. This role requires a detail-oriented, logical, and creative problem solver with demonstrated comfort in executing and optimizing multi-channel campaigns. As a pivotal leader within marketing, the Director, Demand Generation will be responsible for coaching and leading a team of experienced marketers while simultaneously building collaborative relationships within marketing and key teams across the organization to ensure our marketing efforts produce the maximum impact for the company. Ultimately, this leader will quickly learn the nuances of RxBenefits’ value proposition and the pharmacy benefits industry to support our ongoing growth and will confidently identify and advocate for ROI-positive strategies and tactics. Build strong partnerships among key leaders in Marketing, Product Management, Business Development, Revenue Operations, and Account Management to proactively coordinate, communicate, and optimize the impact of marketing activities. Maintain an intimate understanding of RxBenefits’ value prop and positioning, by vertical, to inform strong sell-against campaigns to target key areas of opportunity. Lead your team in working closely with Vertical, Product, and Digital Marketing Managers to strategize integrated campaigns aligned to corporate priorities and revenue targets, including but not limited to ABM campaigns, lead generation campaigns, nurturing programs, renewal campaigns, and upsell campaigns that promote RxBenefits’ products and services. Appropriately leverage the full scope of marketing programs and channels, including social media, web, display ads, tradeshows and events, direct mail, email, nurturing programs, telemarketing, online advertising, content syndication, and more, to ensure the right budget is set and the correct channels are used to achieve desired outcomes with the highest possible ROI. Collaborate with Corporate Communications, Creative, Vertical, and Product Marketing teams to develop engaging campaign content and assets that align with the needs of various ideal customer profiles (ICPs) and differentiate the RxBenefits brand within target verticals with a compelling right-to-win. Work closely with Marketing Operations to continuously monitor, analyze, and report on key performance metrics, including attribution, influence, and ROI. Use data-driven insights to optimize campaigns, improve targeting, and maximize marketing effectiveness. Provide ongoing coaching and upskilling for a team of demand generation and customer marketing professionals, including hiring, training, mentoring, and providing ongoing guidance and support. Foster a collaborative and results-driven culture within the team. Maintain a strong knowledge of the latest industry trends, best practices, and emerging technologies in demand generation, digital marketing, and pharmacy benefits. Identify opportunities for differentiation to maintain a competitive edge in the market. Required Skills / Experience: Bachelor’s in marketing or related discipline; MBA preferred 10+ years of B2B marketing experience with minimum 5 years of specific experience executing Lifecycle Marketing, Demand Generation and Client Marketing tactics 5+ years managing, leading, or mentoring a team; 3+ years pharmacy or healthcare experience Able to manage a high volume of marketing campaigns and programs with a strong command of the critical details. Deep experience with digital acquisition channels, multi-channel campaigns, and marketing automation Experience using Account-Based Marketing to acquire or expand targeted accounts History collaborating directly with sales teams/leaders to establish mutual goals/SLAs Analytical mindset with the ability to interpret data, generate insights, and make data-driven decisions proficient; including experience with multi-variate testing, B2B attribution models, personalization, and ABM Working knowledge of latest marketing software and tools including Google AdWords, Google Analytics, Pardot & Salesforce, WordPress, and Demand Base Extensive knowledge of success metrics, behavioral and demographic targeting, and ROI-driven marketing optimization techniques A tenacious, gritty, scrappy marketer who will stop at nothing to get a lead and is always in search of the next best channel with no fear of failing and trying again An inquisitive learner who will become knowledgeable about the industry and the factors driving key constituents’ motivations and behaviors An expert in Inbound Marketing, Content Marketing, and B2B marketing channels Has been part of a B2B Demand Gen marketing team for a fast-growing company; highly values the success of the team over personal success; preferably has led/built a team Exceptional communicator and effective storyteller who can match the message to the medium and get results Naturally operates cross-functionally, and engages both peers and executive audiences in dialogue so everyone can do their best work

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