Lead Generation Specialist

Description

The Lead Generation Specialist is responsible for executing, measuring, and optimizing all lead generation campaigns to drive and nurture prospects to qualified marketing lead status and coordinates the hand-off with the Engagement (sales) team. This role increases the number of prospects and leads in the funnel and focuses on pipeline activity and velocity. 

RESPONSIBILITIES

• Uses marketing automation platforms (HubSpot) and CRM (Salesforce) to track and optimize lead generation and lead nurturing programs through email, content marketing, paid media, social media, and more.
• Establishes and manages PPC ad campaigns that generate high-quality leads. Optimizes paid campaign performance and makes recommendations to increase conversions while reducing CPC.
• Collaborates with Product Marketing Managers to build, write, and manage lead generation campaigns that coordinate with PLTW priority product campaign plans.
• Manages multiple campaigns simultaneously, performing A/B tests regularly, and adjusting to optimize results. 
• Maintains knowledge of PLTW brand and product offerings, customer personas, competitors, and partner relationships as well as evolving PLTW strategies.  
• Reports regularly on pipeline activity, lead volume and velocity, and other relevant metrics.   
• Maintains current knowledge of trends, best practices, and developments in digital marketing; identifies and recommends potential opportunities for PLTW to incorporate innovative methods and emerging trends.
• Other duties as assigned.

Note: Nothing in this job description restricts PLTW’s right to assign or reassign duties and responsibilities to this job at any time.

Requirements

KNOWLEDGE

• Bachelor’s degree in Marketing, Communications, or a related field of study, or equivalent related experience.
• Experience working with marketing automation tools such as HubSpot (Marketo, Pardot, etc.).
• Salesforce experience required for report building and pipeline management.
• Strong understanding of email creation, CAN-SPAM laws, and GDPR requirements.
• Experience working with SEO and PPC tools (SEMRush, Moz, LinkedIn, Facebook, etc.).
• Google Analytics certification required.

SKILLS AND ABILITIES

• A customer-centric approach to all internal and external interactions.
• Seeks and embraces diversity of thought, culture, and experience.
• Strong written and verbal communication skills.
• Project management skills.
• Ability to multi-task, prioritize and be detail oriented.
• Ability to work collaboratively in a team environment.
• Ability to take initiative and work proactively.
• Ability to think and act strategically.
• Results oriented with the ability to consistently meet deadlines.
• Accountable and takes ownership.

WORK CONTEXT

• Regularly communicates and collaborates with colleagues and leadership.
• Regularly uses computer and other electronic equipment.
• Occasionally moves objects weighing 10 - 15 lbs.
• Occasional travel may be required.
• Sits/Stands 100% of the workday.
• Bends/stoops/kneels occasionally.
• Legally eligible to work in the U.S.