at IDEXX Distributions, Inc. in Westbrook, Maine, United States
Job Description
The IDEXX BioAnalytics business is seeking an experienced and creative Digital Marketing Manager to join our growing team. The IDEXX BioAnalytics (IBA) business is a dynamic and growing business focused on research, biologics, and animal health diagnostic services. The customer base includes principal investigators, laboratory animal veterinarians, and research core facility managers. These customers are found in academia, pharmaceutical, biotech, and contract research organizations (CRO).
*What you will do:*
* This is a unique opportunity to develop and drive a digital marketing strategy through a multi-channel approach to drive customer acquisition, increase product utilization, and improve customer engagement.
* In this role, you will be responsible for developing and standing up a new global website, designing the step-by-step digital marketing engagement and lead generation campaigns that connect content assets and marketing tactics, including email, social, SEO/SEM, and website/landing page personalization that support business goals.
* Design digital marketing and demand generation strategy that achieves IDEXX lead generation, opportunity pipeline, onboarding, and utilization goals.
* Create a predictable, repeatable, and globally scalable digital marketing process for nurturing and converting marketing qualified leads (MQL) to sales opportunities.
* Partner with cross-functional experts to develop digital marketing channel strategy, content optimization plans, and KPIs/performance forecasts.
* Be responsible for contact collection and segmentation strategy as it relates to website forms, progressive profiling, content personalization, email, and digital ad remarketing.
* Align with sales teams to establish marketing qualified lead (MQL) criteria, volume estimates, service level agreements (SLA), and sales acceptance criteria.
* Establish lead scoring & grading criteria in partnership with product marketing and sales stakeholders.
* Apply a deep understanding of marketing technologies to the digital marketing and lead generation mapping process to ensure efficient and effective use of IDEXX utilized platforms (e.g., Google, Salesforce Sales Cloud, Salesforce Pardot, and Salesforce Marketing Cloud).
* Identify key conversion points in the marketing and sales funnel, optimize the conversion paths using A/B tests, multi-variation tests, and split testing methods.
* Dive deep into acquisition, activation, and conversion performance data to identify opportunities to improve digital marketing effectiveness.
* Participate in one or more of the following activities:
* Collaborate and work cross-functionally and with outside agencies.Ensure optimum marketing and sales communication across the division.Collaborate with the sales team to move products into the marketplace.
* Responsible for attaining expert knowledge on the business and application of IDEXX products worldwide.
* Mentor, train, and coach others and may be responsible for budget setting, monitoring, and control.
*What you need to succeed*:
* The ideal candidate will have a strong grasp of current marketing tools and strategies and be able to lead integrated digital marketing campaigns from concept to execution. This role will collaborate with product marketing team members, supporting teams, and vendors to launch, measure, and report out on the performance of campaigns.
* Bachelor's Degree or equivalent combination of education and experience required. Master's Degree or equivalent preferred
* DemonstratedB2Bdigitalmarketing anddemand generationskills (e.g.,strategic planning,segmentation,marketing automation,lead scoring,MQLforecasting, and sales enablement)
* Experiencein the development of creative campaigns and execution of email marketing, social advertising, content syndication,SEO,and paid digital.
* Demonstrated ability to evaluate messaging, conduct A/B testing,audiencesegmentation, and build campaign triggers and offers thatgrowMQL-SQL pipeline.
* B2B lead generation,customer engagement,and conversion experience
* Experience with marketing automation technology - Salesforce, Pardot preferred
* Global experience preferred
* Strong technical and market knowledge,analytical and modeling expertise, advancedanalytical andproblem-solvingskills; ability to anticipate and resolve issues
* Ability to prioritize, maintain focus, and manage multiple projects,develop and implement strategic programs, ability tomanage strategy and details concurrently
* Excellent communication skills both written and verbal,advanced presentation skills; ability to present and explain information to all audiences
* Proven management and leadership skills as applicable, theability to work in and lead teams that are highly matrixed, cross-functional, and technical.
* Financial acumen and budget management skills
* Proficiency in MS office applications-with strong/advanced knowledge of spreadsheet and database software
*Why IDEXX:*
We're proud of the work we do, because our work matters. An innovation leader in every industry we serve, we follow our Purpose and Guiding Principles to help pet owners worldwide keep their companion animals healthy and happy, to ensure safe drinking water for billions, and to help farmers protect livestock and poultry from diseases. We have customers in over 175 countries and a global workforce of over 9,000 talented people.
So, what does that mean for you? We enrich the livelihoods of our employees with a positive and respectful work culture that embraces challenges and encourages learning and discovery. At IDEXX, you will be supported by competitive compensation, incentives, and benefits while enjoying purposeful work that drives improvement.
Let's pursue what matters together.
IDEXX values a diverse workforce and workplace and strongly encourages women, people of color, LGBT individuals, people with disabilities, members of ethnic minorities, foreign-born residents, and veterans to apply.
IDEXX is an equal opportunity employer. Applicants will not be discriminated against because of race, color, creed, sex, sexual orientation, gender identity or expression, age, religion, national origin, citizenship status, disability, ancestry, marital status, veteran status, medical condition, or any protected category prohibited by local, state, or federal laws.
IDEXX is an EOE/Minority/Female/Disabled Veteran employer
