Digital Marketing Campaign Specialist

Overview

Naylor Association Solutions is the leading provider of member engagement and non-dues revenue solutions for more than 1,700 associations. Naylor helps trade and professional associations drive revenue and engage members through a variety of integrated solutions including print and digital media, event management, SaaS solutions, and association management services.

We are currently seeking a sharp, junior-level candidate to join our Corporate Marketing team as a Digital Marketing Campaign Specialist. As our Digital Marketing Campaign Specialist, you will be responsible for ensuring that our business development teams have a constant supply of qualified and relevant leads. You will be responsible for planning, developing and executing end-to-end marketing programs designed to meet our sales targets. This position will translate the value propositions from the our marketing content efforts into public-facing campaigns including email nurturing, paid online search, in-house webinars, coordinating offsite event campaigns and the development and support of sales enablement tools.

Summary:

You will have direct ownership of Campaigns and Programs delivering nurtured and qualified leads to the sales and account management teams within the organization and will be expected to collaborate with our sales team leadership, content team and online team to ensure your success. To be successful in this role, you must be able to develop the strategy that will determine the success of these programs using your in-depth knowledge of our solutions and be able to present their value to association prospects. Your success will be measured by the quantity and quality of leads delivered by these programs and their progress towards conversion into new/additive revenue for our company.

As a Digital Marketing Campaign Specialist, you will be responsible for developing marketing campaign strategies, advising on tactics and overseeing the day-to-day plans for marketing initiatives. You will oversee cross-functional execution of multi-channel campaigns that will generate and nurture our inbound leads for our organization. In this role, it is important for you to work in conjunction with other marketing team members to achieve your lead generation goals through third-party advertising, content marketing, event marketing, webinars and additional digital marketing channels to help drive the sales pipeline.  It will be critically important that you understand how to market to the association community with the right message, at the right time through the right channel, and with strategic frequency.

The preferred candidate for this position will be local to our Alpharetta, GA, Gainesville, FL, or McLean, VA office, working a hybrid schedule (both in-office and work from home). 

Responsibilities

• • Develop compelling, end-to-end marketing campaigns, aligned with sales, that drive interest in Naylor’s solutions; campaigns may include components across a variety of channels including digital, in-person events or partnerships.
  • Identify the messaging and activities that resonate most with each targeted persona throughout the different stages of the buying cycle within the association community and utilize this knowledge to build upon the success and expand campaigns accordingly.
  • Build campaigns that create demand for new business and engage renewed interest from existing clients.
  • Translate corporate messaging and value propositions into campaigns targeting the unique needs of the association community.
  • Partner with the sales organization throughout the process, positioning yourself as an extension of their team and interact with the in a customer-centric fashion.
  • Engage hands-on with our marketing automation platform, our customer relationship management platform, and other marketing platforms as required, in support of executing campaigns; work jointly with sales and marketing operations to launch all campaigns.
  • Be responsible for the MQL/lead numbers delivered to the business, as well as the conversion rates through all channels, the scorecard and work cross-functionally with team members to deliver the results and report to key stakeholders.
  • Build relationships with regional industry influencers and media contacts with an eye to adding momentum and bringing efficiency to campaigns.
  • Analyze the success of past campaigns and use data to make strategic recommendations for future strategy for content and campaign plans, with a focus on the impact it makes on target segments.
  • Help fine-tune solution specific lead scoring models and essential account and contact information to help build out buying personas and aid in lead qualification.

Qualifications

• • 2-4 years prior marketing experience; association industry and product marketing experience is a plus.
  • Excellent written and oral communication skills, with a focus on developing in-market messages and final copy for emails, ad campaigns, etc.
  • Experience working with the full spectrum of marketing activities (event management, digital marketing, email marketing, webinars, 3rd party activities, advertising and sales enablement).
  • Ability to target audiences in a creative manner that produces the highest possible results for the dollars invested.
  • Measurement-focused and results-driven across the full spectrum of campaign and program activities.
  • Must be an energetic, self-starter who works well independently and in a team setting; experience working directly with sales team is an asset.
  • Positive energy and a sense of urgency.
  • Strong organizational skills and ability to keep many “balls in the air” simultaneously and pushing many projects forward concurrently.
  • Reputation as a relationship builder and excellent ability to work with cross-functional teams.
  • Experience working with marketing automation platforms (Marketo, Hubspot, Eloqua), CRM (SFDC or MSCRM) and ABM (Triblio, Demandbase), Sales Enablement Platforms (SalesLoft, Outreach, etc.) and various paid digital advertising platforms (Google AdWords, AdRoll, LinkedIn advertising) required.
  • Undergraduate degree or equivalent experience preferred.

To be successful in this role you will need to demonstrate or have:

• • A customer focus: You focus on the needs of the external customer and internal customer to find solutions that ensure customer loyalty.
  • Leadership: People commit to your ideas by engaging, collaborating and empowering others.
  • Strategic thinking: You have a strong understanding of the bigger picture and can think outside of the box to promote innovation to deliver business value.
  • A drive for results: You have a strong determination to succeed and achieve the best possible outcomes.
  • Organization: You thrive on your ability to keep many “balls in the air” simultaneously and can drive multiple projects forward at the same time.
  • Tech Savviness: You have outstanding skills in the use of MS Word, Excel, Outlook and other CRM programs; preferably Salesforce.com.

Naylor Association Solutions is an equal opportunity employer and is committed to hiring a diverse workforce.

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