Customer Marketing Specialist

Roles and responsibilities

• Develop and execute go-to-market strategy for certain industries within the Americas region
• Set relevant KPIs for lead generation, demand generation and brand awareness campaigns; monitor and improve them on a regular basis
• Build organic and paid campaigns from scratch including crafting strong messaging, and creating visual assets for emails, social media and paid ads in line with canonical’s brand look & feel
• Own webinars and regional offline events at all stages from planning to execution including holistic pre- and post-event/webinar strategies, webinar set up, streaming
• Work with the CRM Team to attract, convert, engage and communicate with new and existing audiences
• Be fully responsible for the regional budget planning and execution constantly monitoring and adjusting it accordingly
• Collaborate extensively with regional Sales teams to get their insights and implement them to the regional marketing strategy
  

We expect members of the Canonical marketing team to be excellent communicators who are at ease working with a complex mix of engineers, product managers, sales representatives and executives.

Read more about the marketing team

What We Are Looking For In You

• Experience in B2B marketing for enterprise IT products, SaaS experience…
• Experience working with the Americas market including the US, Canada and Latin America preferred
• Excellent academic results, with Bachelor’s or equivalent in Business, Marketing, or STEM
• Excellent verbal, written, presentation skills in English
• Hands-on mindset and ability to test various marketing assumptions attributing to scaling the most efficient ways of achieving positive marketing results
• Growth mindset - enthusiasm for challenges and work ethic with a ‘can do’ attitude
• Objectivity and openness to others' views while continuously building a positive team spirit
• Proven ability to prioritise and meet deadlines without sacrificing quality

Desired candidate profile

1. Regional Market Research & Analysis

• Market Segmentation: Conduct research to understand regional customer demographics, preferences, behaviors, and trends. This includes identifying target segments, understanding their needs, and developing tailored strategies to reach them.
• Competitor Analysis: Monitor local competitors and analyze their marketing strategies, product offerings, and market share to inform regional marketing tactics.
• Consumer Insights: Gather and analyze customer feedback, reviews, and other sources of consumer insights to adapt marketing strategies for the region.

2. Marketing Strategy Development

• Localized Campaigns: Develop marketing campaigns that resonate with the regional audience, ensuring that they are culturally relevant and aligned with local preferences and trends.
• Brand Positioning: Work with the global or national marketing teams to adapt brand messaging for the region while maintaining brand consistency across different markets.
• Budget Management: Manage regional marketing budgets, ensuring that resources are allocated efficiently across different initiatives, including advertising, events, and promotions.

3. Campaign Execution & Management

• Integrated Campaigns: Implement and manage multi-channel marketing campaigns that may include digital advertising (social media, display ads, PPC), traditional media (TV, radio, print), and events.
• Content Localization: Adapt content (ads, blogs, emails, social media posts) to reflect regional languages, preferences, and cultural nuances. This may include translating content, adjusting tone, or showcasing regional landmarks.
• Cross-Functional Collaboration: Collaborate with other departments (sales, PR, product, design, etc.) to align regional marketing efforts with overall company goals and ensure consistency across all touchpoints.

4. Community Engagement & Relationship Building

• Partner & Vendor Relationships: Build and maintain relationships with local partners, vendors, influencers, and media outlets to support regional marketing efforts and drive greater reach and impact.
• Event Planning & Sponsorships: Organize and execute local events, trade shows, sponsorships, and community outreach programs that increase brand visibility and customer engagement.
• Customer Engagement: Develop and maintain ongoing relationships with local customers, ensuring that the brand has a strong presence in the community and that customer feedback is captured and used to inform future marketing strategies.

5. Analytics & Reporting

• Performance Tracking: Monitor and analyze the performance of regional campaigns, measuring metrics such as ROI, customer acquisition cost (CAC), conversion rates, and engagement levels.
• KPI Reporting: Report on regional marketing performance to regional and global teams, providing insights into what's working and what can be optimized.
• Market Trends & Adaptation: Keep track of changing regional market trends and customer behavior, and adjust strategies as necessary to stay ahead of competitors.

6. Digital Marketing Focus

• Social Media Strategy: Develop region-specific social media strategies and manage social media channels for the region, ensuring localized content, influencer collaborations, and community engagement.
• SEO & Content Marketing: Optimize website and content strategies for regional search engines and keywords to increase organic visibility and drive traffic.
• Email Marketing: Run localized email marketing campaigns targeted at regional customers, ensuring that content is relevant and culturally appropriate.