Principal Digital Marketing Manager, Data-Centric Digital Experiences

Workday - Pleasanton, CA

Full-time - Senior

Pleasanton, CA

Publishing Industries

About the position

The Principal Digital Marketing Manager, Data-Centric Digital Experiences at Workday is responsible for developing and implementing digital demand generation capabilities to enhance the company's Customer Growth Engine. This role involves collaborating with various teams to drive innovation, analyze performance, and ensure the successful adoption of new technologies in digital marketing. The position is global, high-visibility, and focuses on leveraging data and AI/ML to create personalized customer experiences that drive engagement and business growth.

Responsibilities

• Develop a prioritized roadmap of high-impact digital capabilities that leverage customer and prospect data to drive demand generation and Annual Contract Value (ACV) growth.
• Develop investment cases for new digital capabilities and bring senior leadership on-board.
• Lead cross-functional tiger-teams to identify, pilot and drive adoption of digital capabilities.
• Guide marketing teams through change, encouraging innovation and rapid adoption of new ways of working, while showcasing business impact.
• Analyze and validate the return on investment of new capabilities by evaluating use cases, conducting feasibility assessments, and projecting business impact.
• Identify key performance indicators to monitor the effectiveness of new capabilities, report on their impact, and continuously challenge the status quo by taking performance to new levels.
• Work closely with MarTech, Automation, and Business Technology teams to prioritize and address feature gaps that accelerate Annual Contract Value (ACV) growth.
• Evangelize the impact of new digital capabilities through internal reviews, external roadshows, newsletters, and training.

Requirements

• Minimum of 10+ years of related experience with a Bachelor's degree; or 6+ years and a Master's degree; or equivalent experience.
• Minimum 3+ years of Digital Demand Generation Marketing experience.
• Minimum 2+ years of experience in Marketing Technology, Change Management, Marketing Transformation or Business Consulting roles.
• A proven track record of developing successful web-based demand generation strategies (e.g. content marketing, interactive experiences, SEO, personalization, A/B testing, etc).
• Experience leading digital marketing transformation or large-scale change management initiatives.
• Strong analytical skills with experience using data and trends to understand buyer/prospect behavior.
• Deep knowledge of Marketing Technology stack and how each element interacts with each other (e.g. Adobe Experience Manager, Adobe Experience Platform, Adobe Customer Data Platform, Marketo, Adobe Analytics, Adobe Journey Optimizer, Adobe Audience Manager, Adobe Target, Workfront, etc).
• Strong understanding of customer data platforms (e.g. Adobe Customer Data Platform) and understanding of first- and third-party data use cases and key vendors (e.g. Bombora, DemandBase, 6Sense, LiveRamp, etc).
• Possess a unique blend of business understanding, technical savviness, big picture vision, and the drive to turn big ideas into reality.
• Excellent verbal, written, and presentation skills.

Nice-to-haves

• MBA or equivalent experience is a plus.
• Enterprise software and/or B2B experience is a plus.

Benefits

• Flexible schedule