The director of marketing is a key member of the cross-functional leadership team for Watson Marketing - one of IBM’s most strategic growth areas. This leader is responsible for setting and driving the global strategy to rapidly increase the company’s revenue and market share of SaaS solutions and services sold to marketing professionals. She/he directly manages a brand marketing team which creates brand positioning and messaging, quarterly marketing plans, and all core content for content marketing and campaigns; he/she leads partnering with the execution teams at headquarters and in local geographies to bring this content to market across paid, owned and earned channels.
Effectively manage the full lifecycle of brand marketing including understanding personas, mapping customer journeys, adjusting plans as new trends and competitors emerge
Lead content marketing including setting editorial agenda; developing and publishing original research; managing authors sourced from across the company; identifying and delivering on best practices for content formats (especially video) and executing in “always on” model
Partner effectively with the performance marketing team to generate results across paid campaigns, owned digital and social channels, earned media and social
Enable sellers and business partners to effectively tell the brand story, and to find and progress opportunities according to the customer journey
Develop and maintain strong relationships with industry analysts; create awareness for the company among opinion leaders.
Lead public relations, marketing communications, field marketing and web marketing to reach key audiences with our brand story to meet our traffic, engagement and lead goals. Personally author content and present in IBM and third-party events.
Provide marketing leadership and communication within other departments including: Sales, Customer Success and Offering Management. This includes providing feedback to the development organization regarding validation of customer needs, feature and product requirements.
Provide leadership in IBM initiatives that reach beyond your specific business group including the company’s shifts to role-based marketing, digital and data-driven marketing practices, and the SaaS business model.
Recruit, coach and manage diverse team of top talent in a highly dynamic environment
Required Technical and Professional Expertise
10+ years of professional marketing & management experience with a successful track record of building and leading a global team in a well-regarded and branded technology company.
Develop the marketing strategy for the brands in the division.
Manage a team of product marketing specialists and brand marketers
Develop the "view of the client" to inform product development and go-to-market strategies, ensuring the health of the division's offerings
Serve as a lead brand executive engaged with press, analysts, clients and business partners
Demonstrate ability to understand the broader business perspective of the company beyond Marketing.
Strong experience and understanding of SaaS marketing
Proven track record in managing people and in leading/influencing broader virtual teams
International marketing or business experience
Digitally-savvy including use of digital demand generation through internal and agency programs
Budget and operations experience
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