Director - Demand Generation - Astrum Solar - Baltimore

Job description
We’ll depend on you for strategic thinking, creativity, insightful analysis & recommendations, and smart decision making & risk taking. We’ll also entrust you with a significant budget to use in the creation, deployment and optimization of a portfolio of online and offline demand generation programs which can help us achieve our revenue and profitability goals.

To be successful, you will have to demonstrate the ability to attract and drive consumers through a complex purchase cycle with which most people have a very low level of familiarity. The purchase of a solar system is a significant investment for most consumers so we are very interested in candidates who have experience driving demand for high-consideration products.


Responsibilities
Manage our demand generation activities including the formation of strategy, lead/opportunity generation goals and forecasts, budget spend priorities and media mix recommendations, and the assessment of results.
Develop actionable campaign plans with a clear focus on quality execution and results. Includes targeting and segmentation, funnel analysis, messaging, content strategy, execution, promotion, lead management, forecasting, scorecard and budget. Must be able to easily navigate between strategy and execution, and balance marketing campaigns with key channel, business development and parent company initiatives to meet or exceed targets.
Be innovative and effective with respect to outbound and inbound marketing
Collaborate with sales, analytics, brand management and other relevant functions to determine the right mix of tactics to deploy in each geographic market
Use data and insights from analytical resources to determine demand generation program effectiveness and optimize programs to efficiently achieve business objectives
Communicate with marketing, senior leadership, and sales management on an ongoing basis regarding new lead performance results, current initiatives, and course corrections being taken.
Continually assess campaign and program performance, determine why programs failed or were successful.
Identify new optimization tests and growth opportunities which accelerate pipeline development and also lower customer acquisition costs
Responsible for agency strategy and management including strategy, relationship, budget, execution, and outcomes and quarterly business reviews, with a focus on maximizing output while managing costs
Manage lead nurturing activities via marketing automation or other means to ensure maximum yield of opportunities from our lead database

Desired Skills and Experience

The ideal candidate will have a proven track record managing pipeline generation, including managing campaigns from concept to ROI analysis. You must be very comfortable with continuously changing opportunities and priorities. The ideal candidate will possess the following:

7-10 years marketing experience. You must demonstrate experience in demand generation for a B2C audience, with proven ability to deliver consistently strong measurable results.
Strong accountability for generating pipeline and not just leads – quality is more important than quantity here.
Prior experience driving demand for a high-consideration product is very desirable to us.
Marketing automation, CRM tools and other elements of a data ecosystem should be second nature (i.e., Marketo, Salesforce, Google Analytics, Eloqua)
Experience in running a portfolio of quality lead generation programs. Experience should include: online and offline media, email and database marketing, content marketing, etc.
Proven experience leading campaigns end to end, with solid knowledge of brand, thought leadership, targeting and segmentation, messaging and positioning, creative, content, and the marketing mix across the buyer’s journey.
Strong analytical and quantitative skills – must have both an interest and skill in analyzing and delivering insight out of data and translating that in to actionable changes.
Experience with testing frameworks –demonstrate how you have developed test scenarios, evaluated results, and made recommendations based on outcomes
Demonstrable skills in strategic planning and execution of marketing initiatives
Prior experience in solar or renewable energy is not required but is a plus
BA/BS required. MBA preferred

Desired Qualities
Highly analytical with the ability to assess the effectiveness of all marketing campaigns
Resourceful and hands-on player who is willing to be tactical and strategic
Ability to drive a sense of urgency while working collaboratively across the organization
Embody the essential characteristics of creativity, integrity, competitiveness, accountability and teamwork
Comfortable working in a demanding, fast-paced environment

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