Demand Generation Specialist

Management Level

G

Role Summary

The Demand Generation Specialist is responsible for supporting the Associate Director in driving demand for EQ’s services. This involves creating and distributing digital marketing programs, such as emails, landing pages, and webinars to attract potential customers. The Demand Generation Specialist works within the marketing department to drive improvements to marketing programs, reporting on KPIs such as delivery rates, open rates, and unsubscribe rates; SEO metrics; and making suggestions for improvements. In addition to executing campaigns, the specialist may also be involved in maintaining and updating program templates in our marketing automation tool. Overall, the Demand Generation Specialist plays an important role in supporting the marketing team and driving demand for the company's services.

Business Function

The marketing department is responsible for promoting EQ’s services to potential and existing clients with the intent of identifying and passing high quality leads to sales teams. This may involve a variety of activities such as developing marketing campaigns, creating marketing materials, analyzing market trends, and tracking the effectiveness of marketing efforts. The marketing department may also be responsible for conducting market research, and identifying target customer segments. In addition to these activities, the marketing department is responsible for managing the company's online presence, including its website and social media accounts. The marketing team consists of around a dozen people spread across North America and India. Ultimately, the goal of the marketing department is to increase brand awareness and drive sales for the company.

Core Duties/Responsibilities

The successful candidate will be responsible for the following:

• Create emails, landing pages, forms and reports within the Marketing Automation Platform (MAP) to support campaigns of all types including templates for use by others within the marketing function
• Create marketing programs (email, paid social, webinar, etc) within the MAP and sync with the CRM (Salesforce)
• Setup paid ads on Google and Linkedin
• Website updates using existing templates and WYSIWYG editor
• Analyzing and tracking results. Monitor and analyze the results of demand generation campaigns to identify areas for improvement and optimize future efforts.
• Own SEO, ensuring all pages are indexed correctly, have meta titles and descriptions, and monitor issues using Google Search Console and SEMrush.

Other Responsibilities May Include:

• Monitor and improve data hygiene within the CRM, specifically for fields leveraged for building segments, nurture, and reporting (i.e. data standardization, data completeness)
• Create segments within the MAP based on provided demographic criteria

Skills, Capabilities and Attributes

The successful candidate will demonstrate the following experience, skills and behaviours:

• Strong communication and writing skills: The Demand Generation Specialist will need to be able to effectively communicate with both internal and external stakeholders, as well as propose alternate subject lines for emails, and calls-to-action.
• Analytical skills: The Demand Generation Specialist should be able to analyze data and track the results of demand generation campaigns to identify areas for improvement and optimize future efforts.
• Project management skills: The Demand Generation Specialist may be responsible for managing multiple campaigns and initiatives simultaneously, so strong project management skills are important.
• Reporting and presentation skills: The Demand Generation Specialist should be able to effectively report on the results of demand generation campaigns, including creating slides for decks. This may involve using data visualization tools to present results in a clear and concise manner.
• Creativity: The Demand Generation Specialist should be able to think creatively and come up with new ideas for generating demand.
• Collaboration skills: The Demand Generation Specialist will need to be able to work effectively with other departments and teams, such as the sales team, business units, and portfolio marketing, to align demand generation efforts with overall company goals.
• Experience with marketing automation tools: The Demand Generation Specialist should have experience using marketing automation tools such as Marketo to execute campaigns and track results.
• Experience with CMS: The Demand Generation Specialist should have experience with CMS systems such as Umbraco for making updates to the corporate website.
• Attention to detail: The Demand Generation Specialist should be detail-oriented and able to ensure that campaigns are executed accurately and effectively.

Education

Bachelors degree in marketing or business preferred. Otherwise, any degree that requires “if this, than that” logic.

3-5 years of experience.

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We are committed to equality of opportunity for all staff and applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships. Please note any offer of employment is subject to satisfactory pre-employment screening checks.