Director - K12 Field Marketing - Blackboard - Washington

Job description
POSITION RESPONSIBILITIES
The Director of Field Marketing ensures that the K-12 Go To Market (GTM) team can fully exploit the sales and profit potential of its portfolio of products/solutions. The primary responsibility of this position is to understand and anticipate customers’ needs and strategically support sales by developing and executing field-based programs targeting key accounts in order to generate leads for the field and support the selling and contract renewal process. He/she enables the GTMs to act on market specific customer insights and competitor strategies in order to support the sales team’s delivery of revenue, profit, renewal/retention and new business acquisition goals.


This role will work closely with Product Marketing, Product Management, Sales Leaders, and Market Research to ensure there is consistent messaging, goals and strategy.

The Director reports into the Senior Vice President of K12 and works closely with the VP, K12 Marketing.

SPECIFIC RESPONSIBILITIES

Collaborate across sales and marketing to advance sales initiatives and to promote market solutions
Generate demand in new and existing markets
Identify cross-sell, up-sell, and service sales in existing installed base to address customer needs
Identify new customer leads, based on customer scan, competitive intelligence, and understanding of market needs
Ensure successful hand-off of leads to campaign management/demand center and product marketing for qualification and nurture
Collaborate with PMM and Demand center to conduct lead generation and management analytics to continuously improve sources of lead generation (e.g., prioritize industry events based on lead success rate)
Identify and manage reference accounts, in collaboration with marketing sales and sales effectiveness; Coordinate presentations
Manage local market events to deliver high ROI
Select events and target messaging
Create road-show schedule, participant list and messaging
Support sales and marketing during key training events


Develop metrics and measurement tools with Product Manager to evaluate and maximize ROI of campaigns
Help identify and manage relationships with local market societies, alliances, sponsors, 
advisory boards, in collaboration with marketing and sales
Manage and drive campaigns within K-12 regions and territories to promote products and solutions
Identify campaigns best suited to achieve product managers’ objectives for target customer segments that are in line with branding and positioning 

Design campaigns across lifecycle of products (NPI, end of life) to drive profitable growth
Drive field planning, in coordination with finance and business/GTM Operations
Gather local market and customer insights, and feed information back to sales and marketing
Understand marketing customer segmentation and value proposition, provide feedback on how to tailor to meet specific market needs
Identify sub-segments of customers in local market, and codify their needs, and tailor existing value proposition (if needed)
Identify and synthesize local market trends, based on customer and stakeholder interactions; share synthesis with marketing and sales
Build strategies for beating competitors—profitably—with effective use of competitive intelligence, based on customer and event interactions; Share synthesis with marketing and sales
Support Product Managers in setting and adjusting local prices to maximize value capture by providing local market intelligence to inform local price corridors and guidance for local discounting
Support Product Managers in the launch/introduction of new solutions and enhancements developed for the local market

PROFESSIONAL QUALIFICATIONS
REQUIRED SKILLS:
10 – 15 years of experience in developing marketing campaigns for an enterprise technology.
Bachelor’s degree required.
Experience managing a team.

PREFERRED SKILLS:
Ability to drive sales growth in new and existing markets - ability to identify local opportunities, interact with decision makers and provide highest-quality leads as a result
Ability to turn around unsuccessful lead qualification and maintain high motivation in sales force organization
Proven communication skills and ability to influence colleagues and customers
Ability to collect and synthesize local market trends and competitive intelligence into actionable input for the GTM sales and marketing teams

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