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Director - Middle Market Demand Generation

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Job Description

The Lead Generation, Nurture and Enablement team is part of the Prospect Marketing organization in Global Commercial Services.  This team is focused on being essential to the US SME Sales & Marketing distribution engine by providing high octane fuel to create new customer relationships and expand existing customer relationships. Annually, this team contributes more than 50% of Prospect Marketing’s annual goal.

One way to fuel the US Small Middle Enterprise distribution engine is through multi-channel (primarily digital) marketing to the Middle Market business segment. These marketing programs build awareness of American Express and our product suite, generate and nurture qualified demand, and partner with direct response channel leaders and Sales to convert these leads as effectively as possible.

This Director serves as the marketing lead for all Middle Market Prospect demand generation, with a particular focus on building demand for our traditional Corporate Cards and the newer Corporate Program for Startups, and with a growing focus on GCS’ expanding product suite (e.g., AP Automation).  The team has built an account-based marketing approach that seamlessly integrates marketing channels and sales teams, and this Director will have the opportunity to build on the existing strategy and continue innovating, applying B2B best practices to drive significant revenue results for the company.

Responsibilities:

  • Develop and implement digital marketing strategies to generate awareness and demand for Middle Market products, in channels like paid media, paid search, affiliate, email and more
  • Partner closely with other Prospect Marketing channel team teams, such as Site and Search teams, to optimize landing experiences for Middle Market prospects and capture those visitors as actionable leads
  • Lead the lead nurture strategy for all US Small Middle Enterprise leads; own digital nurture campaigns in email and paid media directly and collaborate closely with other channels teams (i.e. Direct Mail) to implement a holistic, cross-channel nurture approach that warms all leads for Sales
  • Partner closely with Sales (Phone & Field) to understand and advance lead quality and digital lead intelligence to driven higher conversion rates, higher value sales and shorter sales cycles  
    • A critical focus of digital lead intelligence is scaling the high impact “Digital Signals” strategy that fuels Prospect & Customer marketing with behavioral insights to prioritize leads and shape effective Sales conversations
  • Partner closely with Field Sales to develop partnerships with organizations relevant to Start Ups and Early Stage Companies (e.g., Xooglers, StartUp Grind), developing the marketing & lead engagement strategy and relevant content to drive consideration of American Express and inspire members of those organizations to acquire Corporate Program for Start Ups or another Amex product
  • Lead the development and execution of US Small Middle Enterprise cross channel/ channel integration initiatives designed to capture leads that do not convert. In the next 12-18 months this work will focus on:
    • Building the capability to capture “no sale” leads that engage in channels across US SME but do not convert, recycling these warm leads and treating them in alternate channels to drive efficient conversion
    • Developing a “next best action” driven dynamic lead routing engine
    • Identifying, articulating and advancing the next horizon of beneficial channel integrations for US SME
  • Engage with multiple external vendors, from data providers to creative agencies, to advance our MM account-based marketing strategy and continually learn and apply external B2B best practices
  • Collaborate with key internal partners that include Global Commercial Analytics, Marketing Platforms, and Sales teams.
  • Lead a team of 8 Analysts & Managers, motivating, coaching, and inspiring them to reach their full potential

Minimum Qualifications

American Express is an equal opportunity employer and makes employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status, age, or any other status protected by law.

  • 5-7+ years marketing experience, ideally performance marketing in digital channels
  • Team leadership experience and strong desire to coach and develop other marketers
  • Excitement for B2B marketing innovation with ability to set a vision and deliver against it
  • Balance of analytical and creative marketing skills
  • Proven ability to drive results and pivot if target metrics are not being met
  • Highly collaborative approach with the ability to partner effectively with many different internal and external stakeholders, including Sales teams
  • Desire to join a fast-paced team and build new things that will advance the business
  • Bachelor's degree required, MBA preferred.

 

Employment eligibility to work with American Express in the U.S. is required as the company will not pursue visa sponsorship for these positions.

American Express is an equal opportunity employer and makes employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status, age, or any other status protected by law.


ReqID: 21009837
Schedule (Full-Time/Part-Time): Full-time
Date Posted: Apr 30, 2021, 2:21:31 PM