Edelman is a leading global Communications Marketing firm that partners with many of the world’s largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman was named one of Advertising Age’s “Agency to Watch” in 2014; one of Forbes’ “14 Most Influential Agencies of 2014”; and The Holmes Report’s “2013 Global Agency of the Year.” Edelman was awarded the Grand Prix Cannes Lion for PR in 2014 and was among Glassdoor’s “Best Places to Work” for the third time in 2014. Edelman owns specialty firms Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, experiential), a joint venture with United Talent Agency.
Edelman is an equal opportunity employer of all protected classes, including veterans and individuals with disabilities.
ABOUT EDELMAN B2B MARKETING:
Edelman’s B2B Marketing team is a group within Edelman’s Corporate Affairs practice focused on driving results specifically for B2B brands utilizing a mix of communications and marketing strategies.
We work closely with our clients to engage consumers, drive conversions, deepen customer loyalty, and enable sales. Our team members have expertise spanning disciplines including digital marketing, lead generation, content creation, paid media and ad buying, public relations, and customer communications, and employ comprehensive, multi-tiered approaches that achieve long-term client goals and vision.
Our team provides counsel, strategy and support across a number of B2B capabilities, including:
B2B marketing strategy development
Audience segmentation and targeting
Market and audience research
Channel planning and paid media plans
Lead nurturing, scoring and management
Creative content development
Thought leadership and strategic platform development
Marketing operations systems use and integration
Social media strategy and engagement
Analytics and measurement
Sales enablement and support
The Vice President is an integral part of the B2B Marketing team, serving as a direct contact for clients and driving work across work streams, accounts and Edelman offices. Working closely with staff at all levels, the Vice President must be a relationship builder, mentor and coach as well as exhibit strong working knowledge of overall communication strategies and tactics.
Contribute to creation of integrated PR, marketing and communications plans that meet B2B client objectives. This includes development of strategy and programming, as well as evaluation of outputs from internal partners (e.g. planning, creative, editorial, channel planning and media buying functions) and external partners (e.g. media brand partners, advertising vendors, channel partners) based on core program criteria.
Specifically, to design customer journeys and marketing funnels from awareness to conversion stage – determining what channels, content and interactions should occur at specific points in the purchase/action consideration cycle for a specific decision-making audience.
Develop tactical programming plans for each stage of that customer journey, focused on reaching highly specific and senior-level B2B decision-makers and executives and sustaining engagement.
Familiarity with key martech platforms and vendors, ability to evaluate client tech stack and to select from and integrate vendors for specific client assignment need (e.g., familiarity with platforms like DemandBase, HubSpot, Bombora, Salesforce Marketing Cloud, Marketo, their deployment capabilities and how to integrate them into optimized stacks).
Help plan and coordinate programming that integrates traditional earned media with paid, social and owned media efforts as well as sales outreach/lead generation.
Evaluate programming based on data driven KPIs and criteria, including design of those KPIs and use of data for optimization and reporting.
Manage multiple projects from conception to completion, anticipating challenges and ensuring deadline and budget adherence.
Ability to identify solutions for remits of all scales, ranging from single-workstream solutions for small projects/clients to large-scale integrated comms programs that span many topics, channels and audiences for major accounts.
Build relationship with clients and colleagues at all levels – this role requires a strong ability to integrate across many functions.
Consistently produce high quality internal and external communications content • Adapt seamlessly to evolving client requests.
Effectively drive and manage projects across work streams, accounts and business units.
Enhance Edelman’s B2B capabilities by helping to develop org design for B2B specialists that integrate with existing practices and specialties to develop and execute programming.
Evangelize internally for integrated marketing communications recognizing that Edelman’s core competencies of traditional PR work remain central to the agency’s value, but are complemented by our emerging B2B digital competencies.
Supervise junior staff by motivating, coaching and consistently providing feedback.
Aid in new business process including idea contribution, research and proposal preparation.
Commit to continuous learning; set and pursue stretch goals.
8+ years of relevant experience in B2B marketing or a related field including digital marketing, lead generation, media buying, advertising or research.
Bachelor’s degree in a related field.
Proven experience in working with B2B brands, particularly in the digital space.
Knowledge of key platforms and channels for B2B marketing, including but not limited to social media, paid media, email and others.
Solid research, response, and reporting skills in the context of lead gen media (understanding of CPL, CPM, CPC).
Understanding of lead generation strategy and tactics and use of tactics to create preference and drive conversions on the consumer path to purchase.
Exhibited ability to work on multiple accounts, assignments and/or work streams.
Demonstrated ability to impart knowledge to more junior team members.
Strong research, writing, editing and client interaction skills.
Natural curiosity and willingness to dive into various roles on client work.