Demand Generation Director

1 month ago

Atlanta, United States Michelin Inc Full time
Job Title: Demand Generation Director

Michelin Inc is seeking a seasoned Demand Generation Director to lead the development of highly effective G2M plans and performance marketing initiatives. This is a senior marketing role that focuses on creating strategies to increase market awareness and generate demand for Michelin Connected Fleet's services & products.

Key Responsibilities:
  • Develop and execute comprehensive demand generation strategy to drive new leads and nurture our existing database of leads (aligned with MCF business goals)
  • Manage and build the demand generation function at MCF
  • Identify target audiences, create buyer personas, & own digital customer journey map
  • Improve operational processes and reporting related to demand generation programs to measure effectiveness, performance and ROI of marketing spend
  • Improve the efficiency and effectiveness of our marketing automation system (i.e., HubSpot) to better nurture leads, increase conversion rates to marketing qualified leads and improve the integrity of the overall database
Campaign Management:
  • Plan, implement, and manage multi-channel integrated marketing campaigns (including email, social media, webinars, content marketing, PPC, SEO, and events) that significantly increase the marketing database and overall pipeline
  • Work with the content marketing and sales teams to develop (write, drive review process, publish) and promote marketing materials to drive awareness and interest
  • Analyze campaign outcomes in detail, drawing insights and presenting results clearly to facilitate sound decision making and next steps
  • Monitor and analyze campaign performance metrics using tools like HubSpot, Google Analytics, and PowerBI
  • Implement A/B testing and continuous optimization strategies to improve conversion rates and ROI
Lead Generation:
  • Drive lead generation initiatives to achieve monthly and quarterly lead targets
  • Optimize lead nurturing programs to convert leads into qualified sales opportunities
  • Collaborate with internal teams (e.g., Sales Operations, Training, Partnership Marketing) to ensure cohesive and effective funnel management
  • Partner with external agencies and vendors as needed to execute campaigns
Marketing Comms & Sales Enablement:
  • Oversee the creation and distribution of marketing communications, including press releases, newsletters, and corporate announcements
  • Ensure brand consistency and alignment across all marketing channels and communications
  • Develop and deliver high-impact sales enablement materials, including presentations, case studies, datasheets, and competitive analysis
  • Ensure the sales team is equipped with the necessary tools and resources to effectively engage prospects and close deals
Budget Management:
  • Develop and manage the overall deployment budget, including demand generation spend, ensuring cost-effective use of resources and maximum return on investment
Team Leadership:
  • Lead and mentor a team of engagement and acquisition professionals, fostering a collaborative and high-performance culture
  • Provide guidance and support to team members, promoting professional development, growth, and continuous improvement within the team

Requirements:

  • 5-10 years of experience in demand generation with B2B SaaS organizations

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