Marketing Specialist - Campaign and GTM

Location: Hybrid in Kansas City, MO, Charlotte, NC, Columbia, SC or Charlottesville, VA

Job Summary

The Campaign and Go-to-Market (GTM) Marketing Specialist will have a well-rounded portfolio of skills, including creating innovative marketing campaigns for products and sales-focused initiatives, procuring prospect and customer lists utilizing the current MarTech stack, working with internal sales and product teams for GTM strategy, and collaborating with the brand manager to develop creatives. This role requires the ability to function at a high level under tight deadlines, be both tactical and strategic, and take a campaign from conceptualization to successful implementation. The Specialist will work with a growing marketing team and outside vendors to drive sales and brand awareness across both national and local market footprints. This individual is collaborative by nature, driven by analytics, and a thought leader that thrives in a fast-paced environment.

Duties & Responsibilities

Campaign Development (40%)

• Field campaign requests from sales for market-based campaigns.
• Work with marketing leadership and outside vendors to build effective campaigns.
• Conduct follow-up meetings to align strategy and tactics.
• Build go-to-market plans for initiatives.
• Identify target audiences and build prospect and customer lists.
• Work with product and sales SMEs to develop key messaging for all TAs.
• Liaise with creative teams to develop graphics and branding for email, advertising, social media, and all campaign creatives.

Sales Enablement: Campaign Performance and Training (20%)

• Collaborate closely with sales teams on asset usage, including training on systems and best practices.
• Meet regularly with sales teams for campaign launch and performance reviews.
• Provide clear direction on campaign strategy and assets in internal systems for post-launch reference.
• Determine campaign goals and work with sales leadership to support future campaign effectiveness.

Reporting: Campaign and Channel Effectiveness (20%)

• Track and measure new logo and customer sales driven by campaign activity, and all campaign asset usage and effectiveness.
• Ensure proper tracking is in place for measurement and attribution.
• Track spend against campaign budget and ROI.
• Work with the Digital Marketing Specialist to develop a regular reporting process and cadence for campaign performance tracking.
• Review and report on campaign performance initiatives driven through external vendors.
• Establish key performance indicators (KPIs) to assess the success of GTM strategy.

Market Analysis (20%)

• Continuously monitor market dynamics, customer feedback, and competitors.
• Segment markets based on demographics, psychographics, and behavioral attributes.
• Research current customer product and buying behaviors based on current spend and business needs.
• Research verticals and channels in markets to best deliver impactful messaging.
• Determine the most effective media channels available by market.

Qualifications

• Education: Four-year degree in marketing, advertising, or a related field.
• Experience:
• 5-7 years of work experience in campaign development and execution.
• Experience with list procurement systems (Zoom Info, Connect Base, Sales Navigator).
• Experience with marketing automation tools (HubSpot).
• Experience in delivering concise and engaging presentations.
• Experience with all advertising media channels.
• Experience in reporting and data analysis.
• General knowledge of creative development and media deliverables.
• Outstanding communication and interpersonal skills.
• Proven ability to work and succeed in a fast-paced, changing environment.
• Ability to take on short and long-term projects and independently manage them effectively and efficiently.

Key Competencies

• High quality of work, including a strong attention to detail.
• Strong time management, ability to work well under deadlines, handle a multi-tasking environment, and make good judgments about competing priorities.
• Effective partnership skills and strong communication skills.
• Demonstrate the ability to focus on and take ownership of results.
• Demonstrate the ability to work well under pressure and easily adapt to changes in priorities to meet marketplace and business needs.