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Sr. Marketing Manager (Customer Acquisition)

Apply Now Job ID R-341913 Date posted 07/09/2019

Job Description Summary

The Sr. Marketing Manager (Customer Acquisition) role encompasses data gathering, rigorous testing and analysis, managing internal partners and external agencies/resources to deliver quality leads economically. This person will leverage relationships with the entire Home Care team (Finance, Sales, Operations and Marketing teams) to achieve business goals. The Sr. Manager will identify and recommend fact-based direct marketing strategies and tactics that will guide prospects through the customer journey from awareness to purchase. The right candidate will possess the right balance of strategic thinking, project management and analytical abilities and be able to apply these traits to increase the performance of the business.

Reporting to the Director, Marketing based in Stuart, FL this newly created role must be able to critically evaluate information gathered from multiple sources, manage a multi-million-dollar budget (from forecast to reconciliation), manage agencies and two direct reports. As the marketing model at HomeCare evolves, this role will increasingly involve significant mastery of digital methods and nurturing prospects.

Job Description

PRIMARY DUTIES AND RESPONSIBILITIES:

  • The primary responsibility of this role centers on the generation of leads through multiple channels that will ultimately become profitable customers.
  • Work with the manager, Analytics using available customer and transaction data in our core systems and third-party data to identify key trigger points in the customer journey.
  • Work with the marketing Communications Manager to develop appropriate content and other marketing materials to support acquisition efforts
  • Will be monitoring customer retention as well
  • Tactical reporting – trend analysis, out of norm trends analysis, customer journey cohort analysis, vintage reporting. 
  • Lead Generation – using paid and non-paid media to generate prospects that will be converted into profitable customers. Includes but not limited to: PPC, SEO, paid social, DRTV, and PI partners. 
  • Leverage BardCare.com and associated resources to drive new leads.
  • Collaborate with Sales to create the optimal customer sales experience.
  • Manage external agencies/professionals to achieve our business goals
  • Manage a multi-million-dollar advertising budget.  This includes forecasting, tracking actual results versus planned.  Additionally, a month reconciliation with Finance and Sales
  • Work with the team to deliver on-point and on-brand marketing campaigns to generate the requisite number of customers
  • Identify and take action on creating trigger marketing events.
  • Help develop an efficient lead nurture/trigger event-based marketing funnel by collaborating with Sr. Marketing Manager, Customer Experience/Communications. Creativity – the ability to work well with creative resources to get the best work from our vendors starting with well-crafted creative briefs.
  • Website ownership – manage multiple websites and appropriate landing pages to achieve business goals for each customer segment
  • Manage the Web Developer Specialist and the Associate Marketing Specialist. Other duties as assigned. 
  • Provides work direction plus has responsibility for hiring, promotions, transfers, performance management, discipline, and discharge.

QUALIFICATIONS:

  • Bachelor’s degree in Marketing or 5+ years of applicable experience in a multi-channel marketing capacity.
  • Minimum 10+ years of experience in a direct marketing/lead generation capacity in a B2C environment.  B2B experience in healthcare a plus.
  • Experience in analyzing multichannel marketing campaigns. 
  • Proven track record of working successfully with external partners.
  • Experience with managing budgets.  Experience in using statistics in a marketing environment. 
  • Practical knowledge of PPC, SEO and social media.  DRTV and Direct Mail a plus.
  • Ability to write/communicate clearly and persuasively.
  • Project management. 
  • Demonstrated ability to use Tableau, excel or similar applications to help understand data.
  • Proven ability to communicate effectively at different levels of the organization. 
  • Demonstrated ability to multi-task effectively.

Primary Work Location

USA FL - Stuart HQ

Additional Locations

Work Shift

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Becton, Dickinson and Company is an Equal Opportunity/Affirmative Action Employer. We do not unlawfully discriminate on the basis of race, color, religion, age, sex, creed, national origin, ancestry, citizenship status, marital or domestic or civil union status, familial status, affectional or sexual orientation, gender identity or expression, genetics, disability, military eligibility or veteran status, or any other protected status.

All applicants should complete the on-line application process. BD is committed to working with and providing reasonable accommodations to individuals with disabilities. If you require assistance or an accommodation because of a disability to participate in the application process, please call 855-BD-HELPS (855-234-3577) or email asc.americas@bd.com