Global Digital Marketing Manager

Available Locations are Remote US

Cloudflare is looking for a global digital marketing manager who has a proven track record of developing and optimizing high-performing digital marketing campaigns for B2B software companies driving a measurable impact on pipeline creation and closed-won revenue.

Global Digital Marketing Manager

In this role you will function as a full-funnel digital marketing lead, responsible for driving growth at all points of the buyer journey across multiple teams. You will be responsible for driving the development and ongoing optimization of all digital marketing campaigns globally across our major markets – AMER, EMEA and APJC – working closely with regional and channel-specific paid media managers to deliver the ideal prospect experience across all channels.You'll ensure that all of our marketing campaigns are high-performing and each touchpoint is effective – meaning you’ll be sitting at the intersection of both a data-driven and creative approach to marketing. The ideal candidate will have a career path that shows accountability and success in delivering revenue with a data-driven and highly analytical approach as well as a creative thought process to build and optimize effective digital marketing campaigns.

In this role you will have considerable autonomy to build your own plan and execute it working across the entire organization. You are a talented and collaborative marketer with strong experience in the mechanics of paid media, but also function strategically in different areas that will be key to this role, such as media planning, campaign development (the what and the why) and what levers to use to improve performance.

Media Planning, Forecasting & Reporting

A key aspect of this role will include planning, forecasting and reporting on investment in paid media across channels and regions, helping the business maximize revenue for each dollar invested. As part of your work in this area, you will:

Own the global media plan & performance forecast

- Responsible for media planning across all campaign types globally, which includes paid search, paid social and display channels in each geographic region. This includes the purpose of campaigns (what KPIs), the audiences that will be targeted and key aspects

Allocation of budget across the entire funnel to maximize ROI

- You’ll work across paid media campaigns for brand, demand generation and field marketing organizations, with different goals and objectives. This role will require an eye for detail, as you will be responsible for building and maintain a “bottoms up” projection/forecast model to help understand the impact of budget and prioritize where to put each incremental investment

Manage paid media budget pacing and goal attainment

- Track and analyze paid spend levels, budgets, and campaign ROI making recommendations to budget owners to make adjustments in their plans and budget allocations to hit quarterly goals. Manage and monitor the delivery of leads / opps / revenue on a daily basis and ensure the ongoing execution and optimization of all campaigns

Prepare weekly and monthly reports -

You will work with contractor resources to prepare and share reports with internal stakeholders

Digital marketing campaign development

You will be responsible for developing the components to support paid media campaigns that are run by paid media channel managers, program managers and field marketing teams across the organization. As part of this focus area, you will:

Own the internal process around campaign development across multiple teams -

You will facilitate the process across large groups of stakeholders such our global campaigns team, brand design, product marketing and regional/field marketing teams to launch new digital campaigns, communicate updates and

Build landing pages with Figma

- Work with our website experience team to develop targeted campaign landing pages specific for each traffic source and campaign with the appropriate messaging and offers

Build repeatable campaign kits

- Working with our Global Campaigns team, you will develop repeatable digital marketing campaign kits for different use cases across the business such as product-based campaigns, integrated campaigns, workshops, webinars, in-person events and more.

Own the ad creation process -

You will develop and manage an innovative approach to developing ad creative and copy that helps improve performance. You will work closely with our brand team to design bespoke and template-based ad designs. You will also work closely with channel managers (paid search, social and display) to regularly update ad creative across display and social campaigns and analyze the performance of existing ad creative to drive insights and future iterations.

Partner with internal stakeholders

- to deliver against specific growth goals and campaign strategies (awareness, engagement, lead generation, pipeline creation) for unique market segments and account cohorts.

Paid media data analysis & optimization strategy

In this role, you will be responsible for driving increased ROI from every campaign that we run globally. As part of this, data analysis and experimentation will be core to your day-to-day.

Analyze data, drive insights and make recommendations

- review data across multiple systems including Salesforce, Tableau, Bizible, and paid media platform metrics to drive key insights and make recommendations for optimization strategies and budget reallocation.

Evaluate campaigns based on multiple metrics

- you will review performance based on cost per conversion, cost/MQL, cost/opportunity and efficiency metrics such as ROAS, etc

Improve performance by analyzing channel and campaign performance

with various attribution models such as first-touch, lead creation (LC) and opportunity creation (OC) to determine how campaigns are performing and how to make improvements

Drive paid media experimentation strategy

- Drive experimentation strategy across landing pages to increase conversion rate and drive improved ROI

Launch new landing page tests

- Work closely with the CRO manager to optimize paid media campaign landing pages using Adobe Test & Target

Internal program management & communication

With you sitting at the center of the action across a large team, you will be a key part of how we communicate performance and next steps we’re taking to optimize performance

Manage the global paid media team project management process - You will work across the team, contractor and agency resources to plan and manage projects by giving direction to the rest of the team at multiple levels of the organization

Outline plans, execute and adapt

- As a key part of the team responsible for executing marketing campaigns, you will be responsible for building plans, assigning team members and monitoring completion while remaining agile and ready to make adjustments as needed

Drive consistent communication across the marketing team -

With the team running the execution of significant part of the marketing team’s budget, you will be responsible for updating teams on performance metrics and our ongoing plans

Required Skills & Experience

Minimum 5 years working

with performance-oriented

paid media (paid search, paid social and display)

in a sales-led or product-led

SaaS B2B

organization.

Deep understanding of the mechanics of paid media targeting in a B2B environment including 1st and 3rd-party data, intent data and account lists to drive targeting

Excellent autonomy to drive planning, project management (via Asana or Monday.com) and prioritization with great attention to detail, time management and organizational skills

Ability to actively manage a portfolio of work across multiple teams, developing plans with clear steps/action items

Experience developing presentation decks to present marketing strategy and performance reviews to internal and external teams.

Experience working within a growth marketing or demand generation team that is focused on performance metrics and has numerous internal and external stakeholders

Experience working with

Salesforce, Tableau and Marketo Insights/Bizible

to do data analysis and reporting

Experience working with

ABM platforms such as Demandbase and Metadata

Experience with

paid social channels using B2B paid social targeting options

(such as 1st and 3rd-party CRM data) such as LinkedIn, Facebook, Reddit, Twitter, Quora, and StackOverflow

Experience working with

programmatic & display vendors

such as Demandbase, StackAdapt, Display & Video 360 or The Trade Desk a strong plus

Strong analytical skills to analyze program effectiveness and ROI

Positive and flexible attitude for working in a fast-paced environment and being able to build strong relationships across various departments and functions.

Ability to work effectively cross-functionally with a variety of roles, from executives to campaign managers and sales development teams

Compensation

Compensation may be adjusted depending on work location.

For Colorado-based hires: Estimated annual salary of $ 130,000

- $ 158,000

For New York City, Washington, and California (excluding Bay Area) based hires: Estimated annual salary of $ 139,000

- $ 169,000

For Bay Area-based hires: Estimated annual salary of $ 146,000

- $ 178,000

Equity

This role is eligible to participate in Cloudflare’s equity plan.

Benefits

Cloudflare offers a complete package of benefits and programs to support you and your family. Our benefits programs can help you pay health care expenses, support caregiving, build capital for the future and make life a little easier and fun The below is a description of our benefits for employees in the United States, and benefits may vary for employees based outside the U.S.

Health & Welfare Benefits

Medical/Rx Insurance

Dental Insurance

Vision Insurance

Flexible Spending Accounts

Commuter Spending Accounts

Fertility & Family Forming Benefits

On-demand mental health support and Employee Assistance Program

Global Travel Medical Insurance

Financial Benefits

Short and Long Term Disability Insurance

Life & Accident Insurance

401(k) Retirement Savings Plan

Employee Stock Participation Plan

Time Off

Flexible paid time off covering vacation and sick leave

Leave programs, including parental, pregnancy health, medical, and bereavement leave

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