Vertical Marketing Manager (MM)
The Vertical Marketing Manager creates the annual marketing plan and executes the tactics under that plan to achieve target prospect, opportunity and revenue goals within a specific vertical segment. Works with the Creative and Content team to craft vertical market positioning, conduct competitive analysis, and craft go-to-market strategy. The Vertical Marketing Manager will also focus on understanding our target market and their needs and play a key role in the development of both internal and external communication plans and messaging to our clients.
The Role:
Craft annual marketing plan for assigned vertical
Manage and utilize the vertical marketing budget to hit the prospect, opportunity and revenue targets
Collaborate with business unit and sales teams to develop and support the vertical strategy by creating programs for go-to-market campaigns
Develop compelling content that accurately communicates the product’s value in the assigned vertical, and develop strategies that generate brand awareness and demand generation
Create and coordinate product content for sales enablement tools, templates, white papers, case studies, website copy, print and digital ads, videos, webinars, and blog posts
Conduct market research that leverages competitive intelligence to better understand and drive market strategies
Identify key trends, market drivers and customer requirements for the vertical’s products and services, while acting as a subject matter expert and sharing this information with the sales and product teams
Work in conjunction with the creative and content team to develop product positioning that translates into clear messaging
Develop value propositions around critical market drivers for the vertical such as regulatory compliance, patient engagement, data analytics, operational efficiencies, financial administration and reimbursement, and care management that position the vertical as the market leader
Research and attend trade shows and event activations, and assist with planning and onsite setup
Research new marketing channels to expand brand awareness and demand generation
Skills & Requirements:
5-10 years of experience in a B2B marketing role with demonstrable examples of demand generation achievement
SaaS experience strongly desired
Excellent written and verbal communication skills
Demonstrated ability to develop and implement sales and marketing strategies, campaigns, and supporting materials
Ability to identify key buying influences and develop compelling value proposition statements that drive customer behavior
Healthcare experience preferred but not required
Bachelors degree required