Senior Specialist, Regional Marketing - AMER

Pacific Biosciences Of California - Menlo Park, CA

Full-time - Mid Level

Remote - Menlo Park, CA

Computer and Electronic Product Manufacturing

About the position

Join us in shaping the future at PacBio! PacBio is seeking a Senior Regional Marketing Specialist to join our dynamic team and drive our AMER regional marketing efforts in close collaboration with our global commercial team. In this pivotal role, you will play a crucial part in developing and executing strategic marketing initiatives aimed at enhancing our brand visibility and fostering deeper customer engagement across the AMER region. In the role of Senior Regional Marketing Specialist, your focus will be on executing tailored marketing strategies designed for the AMER market. This includes driving marketing campaigns, supporting regional events and programs, and strengthening sales enablement. Your efforts will contribute to elevating our brand, cultivating and nurturing leads, and facilitating the growth of PacBio's market presence. You will manage the tactical execution of marketing campaigns across the AMER region, encompassing conferences, events, webinars, and digital marketing initiatives. You will oversee campaign processes, ensuring thorough follow-up and maximizing campaign impact. Additionally, you will strategically design and implement digital campaigns tailored to our regional audience, ensuring alignment with global messaging, content, and strategy to achieve business objectives and maximize impact. Your role will also involve supporting regional events and programs with digital assets and components to drive demand generation, such as landing pages, ad campaigns, emails, and social media outreach. You will collaborate closely with segment marketing, product marketing, and sales teams to analyze customer data and optimize campaign outcomes. Furthermore, you will monitor campaign performance and recommend improvements to enhance lead conversion across various stages of the buying journey and online channels. You will be responsible for tracking and reporting on ROI and KPIs for digital marketing campaigns, focusing on paid social channels and digital advertising platforms. Additionally, you will develop a monthly digital newsletter for the field team, collaborating with global marketing teams to curate relevant content and create additional region-specific resources to empower the AMER team.

Responsibilities

• Manage tactical execution of marketing campaigns across the AMER region, encompassing conferences, events, webinars, and digital marketing initiatives.
• Oversee campaign processes, ensuring thorough follow-up and maximizing campaign impact.
• Strategically design and implement digital campaigns tailored to our regional audience, ensuring alignment with global messaging, content, and strategy to achieve business objectives and maximize impact.
• Support regional events and programs with digital assets and components to drive demand generation, such as landing pages, ad campaigns, emails, and social media outreach.
• Collaborate closely with segment marketing, product marketing, and sales teams to analyze customer data and optimize campaign outcomes.
• Determine the calendaring, messaging, testing, and audience selection for online campaigns, ensuring precise targeting and effective engagement.
• Monitor campaign performance and recommend improvements to enhance lead conversion across various stages of the buying journey and online channels.
• Track and report on ROI and KPIs for digital marketing campaigns, focusing on paid social channels and digital advertising platforms.
• Develop a monthly digital newsletter for the field team, collaborating with global marketing teams to curate relevant content. Create additional region-specific resources to empower the AMER team.

Requirements

• Bachelor's degree with 5+ years of experience in genomics, life sciences, or related fields.
• Proven ability to collaborate effectively with sales teams to drive awareness and influence revenue.
• Understanding of email and database marketing infrastructures to support campaign execution and optimization.
• Familiarity with marketing automation systems, experience with Pardot/Marketo preferred.
• Experience with digital marketing channels, including online advertising, social media, and email marketing.
• Experience in B2B marketing strategy, particularly in complex life science buying cycles.
• Familiarity with genetic disease testing market a plus.
• Strong visual and layout skills, with an ability to copy-edit and test different approaches to drive results.
• Proficiency in marketing analytics to inform campaign development, measure success, and adjust as necessary.
• Passionate about developing and implementing sales enablement strategies that empower field teams and drive business growth.
• Highly organized and proactive, capable of managing multiple projects simultaneously in a dynamic, fast-paced environment.
• Excellent communication and influencing skills, adept at building relationships across various functions and organizational levels.