About the Role:
As a Senior Marketing Manager, you will be responsible for creating and executing a comprehensive marketing strategy to drive complete digital initiatives, Inbound Lead generation, Account based marketing, brand awareness, and other organizational marketing initiatives. You will also oversee content marketing and Market Intelligence and Research activities.
The focus will be on lead generation and Account-Based Marketing (ABM), you will play a key role in driving revenue by identifying high-value target accounts, crafting tailored marketing campaigns, and optimizing strategies to capture qualified leads. Your experience with ABM and demand generation will enable you to collaborate effectively with sales and analytics teams, developing data-driven strategies that nurture relationships with key prospects. This role combines strategic insight and hands-on execution, with a focus on generating growth from new accounts while optimizing multi-channel campaigns for high conversion rates.
Additionally, you will be responsible for enhancing our website’s visual appeal, usability, and effectiveness in attracting high-value customers, especially in the utilities sector. Your role will involve crafting and executing strategies to make our website a powerful marketing and lead generation asset, optimizing it for engagement from target regions such as the US, Middle East, Africa, and Southeast Asia. By combining ABM, inbound marketing, content creation, and a customer-centric website approach, you’ll play a key role in driving revenue growth and expanding our global reach.
Key Responsibilities:
- Digital Marketing Strategy, Initiatives and Execution:
- Develop and implement a data-driven digital marketing strategy to achieve business objectives, focusing on customer acquisition, retention, and brand awareness. Lead digital initiatives to adopt and integrate new technologies that enhance lead generation, personalization, and customer experience.
- Conduct market analysis and research to identify digital trends, competitor activities, and customer insights.
- Implement tools for advanced analytics, customer segmentation, and real-time insights, enabling more responsive and data-driven marketing strategies.
- Explore and pilot emerging digital channels (e.g., conversational marketing, AI-driven chatbots, video marketing) that align with audience behaviour and increase engagement.
2. Lead Generation Strategy (Primarily Inbound) & Campaign Development:
- Meet inbound lead generation targets set by the organisation on a monthly basis by consistently generating a targeted number of leads, to meet performance benchmarks through key performance indicators (KPIs) including website traffic and leads, conversion rates, and lead quality to ensure strategic alignment and achievement of goals
- Attract potential customers (leads) through valuable content, SEO, and social media, aiming to achieve a minimum increase in website traffic and increased new leads per quarter
- Support outbound initiatives by creating content for cold outreach (email, LinkedIn, phone), retargeting, and Account-Based Market advertising, to generate interest and opportunities with targeted high-value accounts.
- Lead and develop Account-Based Marketing strategies and execution
- Collaborate with cross-functional teams to align on a cohesive lead generation strategy and optimize for global engagement.
3. Website Ownership & Optimization:
- Own the company website’s development as a top-tier marketing and lead generation asset, focusing on aesthetics, user experience, and lead conversion.
- Collaborate with design and development teams to improve the website’s layout, navigation, and content, ensuring it is both visually appealing and optimized for conversions.
- Create region-specific landing pages, resources, and content to engage utilities professionals in the US, Middle East, Africa, and Southeast Asia, with a focus on localized insights and best practices.
- Regularly audit and update website content, optimizing it for SEO and CRO to attract targeted organic traffic and increase global competitiveness.
4. SEO, SEM, and Paid Media Optimization:
- Optimize website and paid search strategies to enhance visibility in targeted regions, driving increased traffic from leading global utilities accounts.
- Implement A/B testing and conduct in-depth keyword research to optimize organic rankings and boost paid media performance across diverse regional markets.
- Create strategic SEM and social media ad campaigns that drive high-quality traffic and boost lead generation for targeted accounts.
- Drive digital transformation initiatives that revolutionize marketing scalability and efficiency across international markets.
5. Account Maps & Account-Based Marketing (ABM) Strategy:
- Create and manage Key Account maps through a planned and designated template. Create comprehensive account maps with key account details, focusing on decision-makers and influencers within identified and designated key accounts.
- Work closely with sales, Analytics and market intelligence to identify and prioritize target accounts based on potential revenue, industry fit, and market relevance.
- Design and execute ABM strategies to target and engage specific high-value accounts, aligning with sales to ensure coordinated outreach and follow-up.
- Develop customized campaigns for each account, including personalized content, targeted ads, and account-specific email nurtures to build lasting relationships with key decision-makers.
- Develop targeted email marketing strategies to effectively engage and address key accounts
6. Inbound Marketing & Content Strategy:
- Collaborate with the Content Marketing Manager to develop and execute a content strategy that aligns with inbound marketing efforts, focusing on creating high-value resources that drive traffic and capture leads.
- Design and implement a comprehensive inbound marketing strategy, driving the inbound lead generation process effectively.
- Drive pipeline generation through inbound marketing activities as a key responsibility
7. Team Management
- Manage a team consisting of content manager and MI Manager and other specific marketing roles eg. Marketing Interns etc.
8. Marketing Automation & Lead Nurturing:
- Design and manage lead nurturing workflows, using email marketing and remarketing ads to engage and convert stakeholders within target accounts.
- Implement lead scoring to prioritize high-value accounts and coordinate with sales for seamless handoff on qualified leads.
9. Analytics, Reporting & Optimization:
- Deliver and report on KPIs for lead generation, ABM, content performance, and website metrics, including engagement, traffic sources, and conversion rates.
- Use heat maps, and user behaviour tracking to monitor website and content performance, identify opportunities, and optimize for better results.
- Present regular insights to senior management, offering data-driven recommendations to continuously refine website strategy, digital initiatives, and lead generation efforts.
10. Collaboration:
- Partner closely with sales, product, and customer success teams to ensure website content and campaigns align with broader organizational goals and market needs.
- Mentor team members on best practices in marketing including activities like (but not limited to) lead generation, ABM, website optimization, content creation, and digital initiatives, fostering a high-performing marketing team.
- Stay up-to-date on industry trends, emerging technologies, and digital marketing tools to continuously enhance global competitiveness.
Required Qualifications:
- Master’s/ MBA degree from a reputed institute in Marketing, Business, Communications, or a related field.
- 10-15 years of experience in marketing, with a strong focus on digital initiatives, lead generation, ABM, website optimization and content creation.
- Proven experience managing ABM campaigns, producing high-quality content, and optimizing websites for user experience, SEO, and lead conversion.
- Proficiency with marketing automation tools and CRM systems for lead and account management.
- Strong analytical skills with the ability to turn data insights into actionable strategies.
- Excellent communication skills, with experience presenting insights and collaborating across teams.
Preferred Qualifications:
- Certifications in SEO, Google Ads, or ABM.
- Experience in the utilities sector or similar B2B industries, especially in international markets.
Required Qualifications:
- Master’s/ MBA degree from a reputed institute in Marketing, Business, Communications, or a related field.
- 10-15 years of experience in marketing, with a strong focus on digital initiatives, lead generation, ABM, website optimization and content creation.
- Proven experience managing ABM campaigns, producing high-quality content, and optimizing websites for user experience, SEO, and lead conversion.
- Proficiency with marketing automation tools and CRM systems for lead and account management.
- Strong analytical skills with the ability to turn data insights into actionable strategies.
- Excellent communication skills, with experience presenting insights and collaborating across teams.
Preferred Qualifications:
- Certifications in SEO, Google Ads, or ABM.
- Experience in the utilities sector or similar B2B industries, especially in international markets.