B2B Vertical Marketing Manager

Rentokil Initial - Memphis, TN

Part-time - Mid Level

Memphis, TN

Administrative and Support Services

About the position

The B2B Vertical Marketing Manager plays a crucial role in developing and executing marketing campaigns and messaging aimed at generating awareness, demand, and interest in the organization's products and services within targeted verticals. This position is integral to the sales team, focusing on lead generation that ultimately drives revenue growth for the company. The manager will serve as the internal expert on their designated verticals, crafting unique value propositions and messaging that differentiate the company in the marketplace. This includes the development of tools and resources that empower the sales team to effectively prospect and sell within these verticals. In this role, the B2B Vertical Marketing Manager will be responsible for creating and maintaining vertical playbooks that outline key customer personas and insights. They will drive lead generation through strategic marketing programs tailored to specific industries, collaborating closely with the Commercial Product and Pricing team to enhance revenue and EBITDA growth through vertical-based bundling strategies. The manager will oversee customer acquisition campaigns from inception to execution, ensuring that all marketing efforts are optimized for conversion and aligned with the company's customer profile. Additionally, the manager will analyze campaign performance, making data-driven decisions to refine strategies and improve outcomes. They will stay informed about industry trends and competitor activities to ensure that marketing initiatives remain relevant and effective. Budget management is also a key responsibility, ensuring that all marketing campaigns are executed within approved financial parameters. Overall, this position is designed for a proactive individual who can effectively communicate and deliver on the needs of the target verticals, ensuring that all marketing programs resonate with customers and drive business success.

Responsibilities

• Develop unique value propositions, campaigns, messaging, and tools to support target verticals.
• Develop and maintain vertical playbooks, including key customer personas.
• Ensure the sales team has the insights, tools, and training needed to effectively prospect and sell in each vertical.
• Drive lead generation and revenue growth through strategic marketing programs and tactics for targeted verticals (industries).
• Partner with the Commercial Product and Pricing team to drive revenue and EBITDA growth through execution of vertical-based bundling strategy.
• Develop and implement customer acquisition campaigns from the initial brainstorming and research phase through production, implementation across various channels, debriefing, and reporting.
• Create and optimize landing pages and forms to optimize conversion rates.
• Plan, manage, and optimize vertical-based multichannel content to feed different marketing and sales funnel stages.
• Understand and guide efforts in graphic design and website creation and maintenance.
• Analyze and report on campaign performance to measure the effectiveness of campaigns and make data-driven decisions to optimize performance.
• Collaborate with sales teams to ensure that the leads generated are high-quality and aligned with the company's customer profile.
• Build vertical-based expertise by staying up-to-date on industry trends and competitors to ensure that marketing efforts are relevant and effective.
• Track budget to ensure marketing campaigns and other efforts are executed within the approved budget.
• Serve as vertical expert to ensure all programs and communications deliver to expected customer needs.

Requirements

• Bachelor's degree in marketing, communications, or a related field.
• 3-5 years of experience in marketing, demand generation, lead generation, or digital marketing.
• Strong understanding of B2B sales and marketing principles, including account-based marketing, value proposition, content strategy and development, product promotion, and go-to-market planning and programs.
• Deep knowledge of targeted lead generation, development, nurturing, and management.
• Pest and/or service industry experience highly preferred.
• Strong project planning skills with the ability to start work early in the project life cycle.
• Ability to edit highly technical work and translate it to reach different audiences.
• Expert editorial knowledge and ability to ensure content and messaging adheres to established brand guidelines.
• Experience with analytics and data-driven decision-making.
• Proficiency in Microsoft Office (Outlook, Word, Excel, PowerPoint) or Google Tools (Gmail, Docs, Sheets, Slides).
• Experience with HubSpot - required.
• Experience with other marketing automation tools, such as Marketo, Pardot, or Marketing Cloud preferred.
• Understanding of CRM tools, principles, practices, and applications.
• Tech-savvy, capable of troubleshooting marketing and sales technology challenges.
• Must pass pre-employment background screen.

Nice-to-haves

• Experience with other marketing automation tools, such as Marketo, Pardot, or Marketing Cloud preferred.
• Pest and/or service industry experience highly preferred.

Benefits

• Health benefits including Medical, Dental, Vision, Disability, and Life Insurance plus much more.
• 401(k) retirement plan with company-matching contributions.
• Vacation days & sick days.
• Company-paid holidays & floating holidays.
• Tuition Reimbursement benefits (for FT Colleagues).
• Multiple avenues to grow your career - Training and development programs available.