Job Title
Global Digital Marketing Manager
Company
Cloudflare
Job Description
Available Locations are Remote US
Cloudflare is looking for a global digital marketing manager who has a proven track record of developing and optimizing high-performing digital marketing campaigns for B2B software companies driving a measurable impact on pipeline creation and closed-won revenue.
Global Digital Marketing Manager
In this role you will function as a full-funnel digital marketing lead, responsible for driving growth at all points of the buyer journey across multiple teams. You will be responsible for driving the development and ongoing optimization of all digital marketing campaigns globally across our major markets – AMER, EMEA and APJC – working closely with regional and channel-specific paid media managers to deliver the ideal prospect experience across all channels. You’ll ensure that all of our marketing campaigns are high-performing and each touchpoint is effective – meaning you’ll be sitting at the intersection of both a data-driven and creative approach to marketing. The ideal candidate will have a career path that shows accountability and success in delivering revenue with a data-driven and highly analytical approach as well as a creative thought process to build and optimize effective digital marketing campaigns.
In this role you will have considerable autonomy to build your own plan and execute it working across the entire organization. You are a talented and collaborative marketer with strong experience in the mechanics of paid media, but also function strategically in different areas that will be key to this role, such as media planning, campaign development (the what and the why) and what levers to use to improve performance.
Media Planning, Forecasting & Reporting
A key aspect of this role will include planning, forecasting and reporting on investment in paid media across channels and regions, helping the business maximize revenue for each dollar invested. As part of your work in this area, you will:
- Own the global media plan & performance forecast – Responsible for media planning across all campaign types globally, which includes paid search, paid social and display channels in each geographic region. This includes the purpose of campaigns (what KPIs), the audiences that will be targeted and key aspects
- Allocation of budget across the entire funnel to maximize ROI – You’ll work across paid media campaigns for brand, demand generation and field marketing organizations, with different goals and objectives. This role will require an eye for detail, as you will be responsible for building and maintain a “bottoms up” projection/forecast model to help understand the impact of budget and prioritize where to put each incremental investment
- Manage paid media budget pacing and goal attainment – Track and analyze paid spend levels, budgets, and campaign ROI making recommendations to budget owners to make adjustments in their plans and budget allocations to hit quarterly goals. Manage and monitor the delivery of leads / opps / revenue on a daily basis and ensure the ongoing execution and optimization of all campaigns
- Prepare weekly and monthly reports – You will work with contractor resources to prepare and share reports with internal stakeholders
Digital marketing campaign development
You will be responsible for developing the components to support paid media campaigns that are run by paid media channel managers, program managers and field marketing teams across the organization. As part of this focus area, you will:
- Own the internal process around campaign development across multiple teams – You will facilitate the process across large groups of stakeholders such our global campaigns team, brand design, product marketing and regional/field marketing teams to launch new digital campaigns, communicate updates and
- Build landing pages with Figma – Work with our website experience team to develop targeted campaign landing pages specific for each traffic source and campaign with the appropriate messaging and offers
- Build repeatable campaign kits – Working with our Global Campaigns team, you will develop repeatable digital marketing campaign kits for different use cases across the business such as product-based campaigns, integrated campaigns, workshops, webinars, in-person events and more.
- Own the ad creation process – You will develop and manage an innovative approach to developing ad creative and copy that helps improve performance. You will work closely with our brand team to design bespoke and template-based ad designs. You will also work closely with channel managers (paid search, social and display) to regularly update ad creative across display and social campaigns and analyze the performance of existing ad creative to drive insights and future iterations.
- Partner with internal stakeholders – to deliver against specific growth goals and campaign strategies (awareness, engagement, lead generation, pipeline creation) for unique market segments and account cohorts.
Paid media data analysis & optimization strategy
In this role, you will be responsible for driving increased ROI from every campaign that we run globally. As part of this, data analysis and experimentation will be core to your day-to-day.
- Analyze data, drive insights and make recommendations – review data across multiple systems including Salesforce, Tableau, Bizible, and paid media platform metrics to drive key insights and make recommendations for optimization strategies and budget reallocation.
- Evaluate campaigns based on multiple metrics – you will review performance based on cost per conversion, cost/MQL, cost/opportunity and efficiency metrics such as ROAS, etc
- Improve performance by analyzing channel and campaign performance with various attribution models such as first-touch, lead creation (LC) and opportunity creation (OC) to determine how campaigns are performing and how to make improvements
- Drive paid media experimentation strategy – Drive experimentation strategy across landing pages to increase conversion rate and drive improved ROI
- Launch new landing page tests – Work closely with the CRO manager to optimize paid media campaign landing pages using Adobe Test & Target
Internal program management & communication
With you sitting at the center of the action across a large team, you will be a key part of how we communicate performance and next steps we’re taking to optimize performance
- Manage the global paid media team project management process – You will work across the team, contractor and agency resources to plan and manage projects by giving direction to the rest of the team at multiple levels of the organization
- Outline plans, execute and adapt – As a key part of the team responsible for executing marketing campaigns, you will be responsible for building plans, assigning team members and monitoring completion while remaining agile and ready to make adjustments as needed
- Drive consistent communication across the marketing team – With the team running the execution of significant part of the marketing team’s budget, you will be responsible for updating teams on performance metrics and our ongoing plans
Required Skills & Experience
- Minimum 5 years working with performance-oriented paid media (paid search, paid social and display) in a sales-led or product-led SaaS B2B organization.
- Deep understanding of the mechanics of paid media targeting in a B2B environment including 1st and 3rd-party data, intent data and account lists to drive targeting
- Excellent autonomy to drive planning, project management (via Asana or Monday.com) and prioritization with great attention to detail, time management and organizational skills
- Ability to actively manage a portfolio of work across multiple teams, developing plans with clear steps/action items
- Experience developing presentation decks to present marketing strategy and performance reviews to internal and external teams.
- Experience working within a growth marketing or demand generation team that is focused on performance metrics and has numerous internal and external stakeholders
- Experience working with Salesforce, Tableau and Marketo Insights/Bizible to do data analysis and reporting
- Experience working with ABM platforms such as Demandbase and Metadata
- Experience with paid social channels using B2B paid social targeting options (such as 1st and 3rd-party CRM data) such as LinkedIn, Facebook, Reddit, Twitter, Quora, and StackOverflow
- Experience working with programmatic & display vendors such as Demandbase, StackAdapt, Display & Video 360 or The Trade Desk a strong plus
- Strong analytical skills to analyze program effectiveness and ROI
- Positive and flexible attitude for working in a fast-paced environment and being able to build strong relationships across various departments and functions.
- Ability to work effectively cross-functionally with a variety of roles, from executives to campaign managers and sales development teams
Compensation
Compensation may be adjusted depending on work location.
- For Colorado-based hires: Estimated annual salary of $130,000 – $158,000
- For New York City, Washington, and California (excluding Bay Area) based hires: Estimated annual salary of $139,000 – $169,000
- For Bay Area-based hires: Estimated annual salary of $146,000 – $178,000
Equity
This role is eligible to participate in Cloudflare’s equity plan.
Benefits
Cloudflare offers a complete package of benefits and programs to support you and your family. Our benefits programs can help you pay health care expenses, support caregiving, build capital for the future and make life a little easier and fun! The below is a description of our benefits for employees in the United States, and benefits may vary for employees based outside the U.S.
Health & Welfare Benefits
- Medical/Rx Insurance
- Dental Insurance
- Vision Insurance
- Flexible Spending Accounts
- Commuter Spending Accounts
- Fertility & Family Forming Benefits
- On-demand mental health support and Employee Assistance Program
- Global Travel Medical Insurance
Financial Benefits
- Short and Long Term Disability Insurance
- Life & Accident Insurance
- 401(k) Retirement Savings Plan
- Employee Stock Participation Plan
Time Off
- Flexible paid time off covering vacation and sick leave
- Leave programs, including parental, pregnancy health, medical, and bereavement leave
Expected Salary
$130000 – 158000 per year
Location
Austin, TX
Job Posting Date
Sun, 10 Mar 2024 05:07:22 GMT