Dir, Integrated Marketing

Description:

The director of integrated marketing is responsible for engaging customers and prospects through multi-touch, integrated demand creation programs that leverage both inbound and outbound tactics. Part digital strategist, part execution guru, this role works in partnership with other marketing functions and sales teams to create and nurture demand. He or she will manage our digital properties and provide analysis and insight regarding online customer behavior to all.

 

*Drive and coordinate integration of digital strategy across all channels

*Stay abreast of emerging digital technologies, media opportunities, approaches and strategies

*Work closely with IT and marketing operations to define business requirements for evaluation, acquisition, implementation and integration of digital systems

*Collaborate with and advise other functions (e.g. customer marketing, communications, digital commerce, customer care) to define the nature of, and desired outcomes from, digital experiences for primary audience categories (e.g. customers, prospects, partners, sales, investors)

*Incorporate digital best practices spanning interface design, user experience, new capabilities, privacy laws and regulations, and digital strategy compliance

*Use analytics to continuously audit and improve digital experiences and outcomes

*Oversee testing of digital user interfaces (e.g. landing pages, microsites, portal pages)

* Develop and execute measurable demand creation

programs that drive revenue

* Work with Web site resources to ensure that inbound

traffic can be converted into known leads through a

best-in-class Web experience

* Implement testing methodologies to enhance the

demand creation process, including response and

conversion rates and multivariate testing

* Define the end-to-end lead management process

in conjunction with sales operations and marketing

operations, including lead capture, nurturing via

portfolio marketing, and service-level agreements

(lead definitions, lead acceptance/rejection reasons

and disqualification reasons that feed into appropriate

nurture streams when applicable)

* Forecast, measure, analyze and report on the impact

of demand creation activities on sales pipeline,

revenue and sales cycle length

* Evaluate, select and manage outside vendors that

contribute to demand creation programs including

direct marketing agencies, search engine optimization

(SEO) experts, designers, copywriters, email providers

and list brokers

* Manage and adhere to budget

 

United Rentals, Inc. is an Equal Opportunity Employer of women, minorities, protected veterans and individuals with disabilities.

Requirements:

* Bachelor's degree required

* MBA in marketing or related business degree strongly

preferred

* 10 or more years of b-to-b demand creation

experience

* Five or more years of b-to-b digital/inbound marketing including Web and content marketing, ability to leverage social media to seed demand, search engine

optimization/search engine marketing (SEO/SEM),

association marketing and content syndication

* Marketing automation, Web content management,

Web analytics and business intelligence (reporting and

analysis tools)

* Building and managing a shared Demand Waterfall

with sales

* Proven record of supporting sales to meet or exceed

pipeline and revenue targets

* Excellent communicator with proven ability to clearly

convey complex ideas and data in written, presentation

and spoken formats to a variety of audiences

* Demonstrated strong listening, information gathering

and empathy skills for uncovering and defining

deliverables, needs and outcomes

* Experience creating and implementing proven

successful, seeding, demand creation, lead nurturing

and pipeline acceleration programs

* Team player with cross-functional project leadership

skills

* Demonstrated skills in positioning and differentiating

products and services

* Highly motivated individual who thrives in a fastpaced

team environment and is readily adaptable to

changing market and organizational requirements

* History of budget management

* Technical skills (programming, user interface, systems integration, Web development)

* Project management

* Leadership

* Creative

* Analytical

* Ability to manage multiple projects in a fast-paced, deadline-driven environment * Communication and influence

* Ability to manage the daily execution and monitoring of multiple performance media plan

* Excellent problem solver

* Innovative

* Rational/logical

* Collaborative

* Detail-oriented

* Flexible/adaptable

* SiriusDecisions Demand Waterfall

* SiriusDecisions Buying Cycle

* Demand type and how it relates to the Web experience

* Organization's product/service mix

* Key industries/segments

* Technology trends

* Web technology use/optimization

* Personas

* Company brand/value proposition

* Current and emerging Web/Internet applications

* Web testing methods