Field Marketing Manager

Please note** We will only look for those with experience in a stand-alone role within a SAAS organization.

Fourth seeks a Field Marketing Manager, a Demand Generation Specialist with B2B SAAS-based experience for its growing marketing department; the position will be located in our NY regional office.

The Field Marketing Manager will report to the Marketing VP and will be expected to apply experience, creativity, planning and leadership to achieve strategic goals, as well as developing tactics to enable Fourth to launch its marketing demand generation programs quickly and exponentially.

The successful candidate will be a rounded Marketer with a minimum of 6 years of B2B demand generation experience targeting various Buyer Personas, such as C-level Executives, Vice Presidents of Fortune 500s, and Restaurant Directors, as well as mid-level growth hospitality companies, in the offline (tradeshows & events) & digital channels (SEM, SEO, display advertising, PPC, webinars, email, social media).

The successful candidate will apply experience, creativity, planning and thought leadership to achieve strategic goals.  

Summary of the role

We will look to you to drive fully integrated regional Marketing campaigns and programs which are proactive, innovative and cost effective.

You’ll execute tactics to attract more prospects, get them excited about Fourth’s transformational technology and guide them through the conversion funnel. You’ll be responsible for creating, adapting and optimizing multi-channel digital and event-based campaigns, processes and programs necessary to generate quality leads to the sales team as we grow from 1,100 to 1,750 customers.

Objectives

1. Apply your skills in digital and events marketing and knowledge of marketing channels to create, manage and optimize marketing programs that deliver high quality leads.

2. Run a powerful demand generation machine and lead nurturing engine, with measurable, repeatable, automated processes that drives high, qualified demand and nurtures prospects to conversion

3. Support the implementation of systems, tools and technology required

4. Use your experience of analyzing data and the buyer journey to optimize every touchpoint, maximize conversions and deliver the best experience throughout.

5. Work with Communications and Events colleagues to ensure that the digital marketing activities fully leverage all PR, events and brand building activities

6. Work closely with the sales team to ensure that all marketing activities continuously support the commercial goals both in UK and US

7. Work closely with the UK Marketing Team to ensure that Field marketing activities fully leverage Marketing content at the optimal time

8. Develop and communicate a campaign schedule, report on Campaign success and ensure that all campaign activities continuously support the commercial goals both in UK and US  

Key Responsibilities include:

·       Operate a measurable, repeatable, automated process that fuels the demand generation, lead qualification and lead nurturing engine

·       Tactical execution of demand and lead generation programs

·       Continuously refine the lead scoring methodology with the Marketing and Inside Sales teams’ buy-in

·       Leverage the Marketing Automation software - Pardot

·       Evaluate new leads for lead scoring qualification process to improve the sales pipeline

·       Develop and execute email, digital and event marketing campaigns across all channels

·       Ensure communication between Marketing and Inside Sales teams to achieve business goals

·       Responsible for tracking and refining campaign performance by measuring business results through analytics, which includes the metrics for conversion rates, cost/lead, LTV, etc.

·       Actively incorporate tradeshow and events in lead generation campaigns

·       Development and run demand generation campaigns, which may include, but not limited to writing blogs, web pages, email templates, social share cards and re-purposing product collateral

·       Implement and constantly improve email lead nurturing/drip programs to move prospects through the marketing and sales pipeline

·       Online Marketing Demand Generation strategy experience, which includes Search Engine Marketing (SEM); including Google, Yahoo, Bing, Search Engine Optimization (SEO), Pay-per-Click, Analytics e.g. Web Trends, Google Analytics

·       Leverage the Fourth Social Media platform – LinkedIn, Twitter, Facebook, Online Media Channels: Media Buying, Webinars, Blogs, Forums  

·       Management of third-party contractors and vendors 

Desired Skills & Experience

·       Hands-on B2B demand generation experience

·       Has optimized website and landing page user experience to increase lead conversions of registrations and content marketing downloads

·       Has developed and managed the lead sales funnel utilizing a CRM, such as SalesForce.com

·       Has Content Management System (CMS) experience

·       Digital marketing campaign optimization experience

·       Event marketing and coordination experience

·       Content marketing development experience to be used for demand generation programs: Videos, White Papers, Case Studies, eBooks, Webinars, Product sheets

·       Experience of: Email Marketing, Affiliate Marketing

·       Landing page development; including content writing and development

About Fourth

Fourth was founded in 1999 and provides cost control/operational software solutions to 1,100 customers globally, including Fuller’s, Gaucho, Hilton, Krispy Kreme, Leon, Caffè Nero, Soho House, Subway, PizzaExpress, Wagamama and Stonegate.

Our mission is to replicate in the US what we have achieved in the UK: enabling multi-site hospitality operations to transform their profitability and operational efficiency with our workforce planning and purchase to pay & inventory solutions, backed up by next-gen business reporting.