Reporting to the VP, Center of Marketing Leadership, the Director, Enterprise Marketing will be responsible for the development and execution of go to market strategy related to all McGraw-Hill Higher Education enterprise platforms and service offers. This individual will synthesize market and customer insights to inform messaging, positioning and launch strategy, while partnering across functions to build a cohesive story for all enterprise offers and customers. This individual will also lead demand generation efforts and sales enablement activities in the higher education enterprise channel, delivering measurable and repeatable impact.
We are looking for a senior marketer with demonstrated experience in highly effective B2B demand generation and conversion for SaaS and/or Service products, combined with integrated and omni-channel marketing campaign experience, an outcome-based orientation, and outstanding people skills. The successful candidate will be a strategic thinker, an effective program manager and also be willing to help execute and show success.
Critical Functions
Market and Customer Intelligence: Execute primary research and access third party data to inform strategic discussions about the business and ultimately decision-making. Define buyer personas and identify key segments for MHE enterprise platforms and services to drive high engagement rates and pipeline. Routinely assess competitive landscape and dynamics, providing insights and strategies to differentiate MHE enterprise platforms and services from others in the market. Establish an Enterprise Board of Advisors made up of key customers and other “friends of the house” to provide ongoing insight and feedback on our enterprise strategies and offers.
Messaging/Positioning/Thought Leadership: Understand key customer value drivers and leverage this insight to develop and refine compelling narratives and value propositions for MHE enterprise platforms and services. Develop an MHHE enterprise narrative and communicate it to C-level administrators, deans, and program directors at 2yr/4yr institutions. Work with PR team to engage media and industry influencers to reinforce thought leadership and the MHE enterprise narrative. Work closely with enterprise customers and internal MHHE teams to develop white papers and other materials that demonstrate the ability of enterprise solutions to improve student and institutional performance. Partner with Government affairs on policy maker and foundation outreach to improve our influence of the enterprise conversation “upstream” (education policy and philanthropic education investment).
Demand Generation: Define the go to market strategies within the higher education institutional landscape. Oversee creation and execution of multi-channel marketing programs to engage and build audiences and provide measureable ROI. Drive all new product and services launches end-to-end, to build awareness. Identify optimal campaign tactics across channels to drive pipeline and nurture leads through the funnel. Develop, implement and document strategy for ongoing data import, validation, augmentation, and enhancement of the enterprise marketing database. Build and manage budgets and resources effectively; measure programs and campaigns for effectiveness; report on success via traditional and non-traditional measures; demonstrate ROI.
Cross-Functional Collaboration: Develop and leverage deep business understanding and strong relationships with key stakeholders to align enterprise platform and service objectives and approaches with core business efforts. Partner with Product, Platform, Sales, Finance, and Strategic Marketing leaders to define the enterprise offers and segments that will present the highest ROI for MHHE. Support Finance teams in forecasting and budgeting enterprise business through the review and assessment of campaign analytics and sales transactions. Influence key partners across the organization to drive success of the institutional channel.
Sales Enablement: Create sales tools, training materials, and compelling content and collateral including customer presentations, flyers/brochures, proposal templates, and case studies that help our Enterprise Sales team create and close pipeline. Plan and execute in person and virtual events, conference presence, and briefings. Work in the field with the enterprise sales team to help develop and close enterprise opportunities.
A Successful Candidate Will Have
A Bachelor’s degree or equivalent work experience.
Five plus years’ experience in B2B enterprise software, service, and/or SaaS product marketing and demand generation.
Prior experience at an Ed Tech firm or start up.
High energy, charismatic, innovative.
Proven track record in crafting compelling positioning and thought leadership content.
Demonstrated ability in launching and growing innovative products, preferably with familiarity of the cloud/SaaS space.
Excellent people skills; ability to build strong relationships at all levels in the organization.
Demonstrated experience working cross-functionally, successfully influencing others and implementing new strategies and tactics.
Must be an independent self-starter with a sense of urgency and a strong desire to demonstrate results.
Demonstrated creativity, resourcefulness, decisiveness good judgment and excellent problem solving-skills.
Strong project management skills with an affinity for consistently producing high-quality work and yield with a customer focus.
Excellent communicator. Ability to define and explain complicated matters in a comprehensive and simplified manner.
Current on emerging trends and technologies and passionate about the digitally driven consumer decision journey.
Strong experience with Salesforce.com and Marketo.
A Successful Candidate May Have
Master’s Degree in Business Administration.
Next Steps
If you’re interested in this position, submit your resume.
We’ll review your resume, and if you might be a match, we’ll contact you.
After our first conversation, you may be invited to interview with others at McGraw-Hill Education. This is your time to shine!
If you’re eager, dynamic and ultimately a good fit, you’ll be afforded the opportunity to change the future of education.
Pass it on for Referral Bonus. Not the right role for you, but know someone we should meet? Share with him to earn $1,000 referral bonus.
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