Sr. Director Digital Media & Demand Generation
Company: Comcast Corporation
Location: Englewood
Posted on: May 2, 2024
Job Description:
Comcast brings together the best in media and technology. We
drive innovation to create the world's best entertainment and
online experiences. As a Fortune 50 leader, we set the pace in a
variety of innovative and fascinating businesses and create career
opportunities across a wide range of locations and disciplines. We
are at the forefront of change and move at an amazing pace, thanks
to our remarkable people, who bring cutting-edge products and
services to life for millions of customers every day. If you share
in our passion for teamwork, our vision to revolutionize industries
and our goal to lead the future in media and technology, we want
you to fast-forward your career at Comcast.Job SummaryResponsible
for directing a metrics and results driven Digital Media & Demand
Generation metrics driven team of nine professionals in partnership
with a matrixed organization. The Sr. Director leads, plans, and
executes targeted marketing and digital campaigns to drive lead
generation to fill the B2B pipeline for Effectv. This role will
drive the strategy for SEO/SEM, display, e-mail marketing, link
building, content marketing, paid media (including video, radio,
etc.), and website optimization.
This role will own and drive the relationship with Effectv's media
agency to plan, execute, measure, and optimize our campaigns. In
addition, this role will own the allocation of our media budget and
continuously evaluate our media mix to focus on the most critical
customer segments.
This role works in a very matrixed organization and works closely
with the following teams to ensure cross-collaboration in execution
of tactics, messaging, and campaigns with the goal of driving leads
and revenue.
--- Marketing Operations: Builds emails and automated nurture
journeys, systematically collects, and manages data, maintains our
marketing tech stack platforms and integrations including the
implementation of Salesforce Marketing Cloud.
--- Sales Operations: Supports and enables sales to sell more
efficiently and effectively by reducing friction in the sales
process which includes, people, process, and technology.
--- Performance Optimization: Bridges the gap from day-to-day work
to revenue impact with directional data guidance on efforts.
--- Sales Development: Owns Effectv's go-to-market narrative and
value proposition; Partners with sales to deliver collateral,
presentations, proposals, and creative service. This team works
directly with the Sales organization to ensure alignment on
strategy, business objectives and messaging.
--- Effectv Sales Team: Dedicated Effectv sales team consists of
Market Retail, Agency, Political, Enterprise, and Small Business
consisting of -800 sales representatives.
--- Comcast Advertising Marketing: Covers marketing for the entire
Comcast Advertising umbrella which includes Comcast Advertising,
Effectv, Xumo, and Freewheel.
o Brand Team: Responsible for creating, enforcing, and revising
brand guidelines, as well as holding postmortems to review and
measure adherence to brand standards to build brand awareness,
higher advertising effectiveness, attract talented employees,
create loyal customers, define differentiation, and maximize our
business value.
o Brand Content Team: Creation and sharing of material (such as
long tail content, blogs, and social media posts) that stimulates
interest.
o National Events Team: Manages all national large format events
including, booth, attendees, strategy, etc.
o Social Media Team: Manages
o Effectv Insights Team: Research and planningJob Description
- Ownership and accountability of top of funnel metrics to drive
lead volume and nurture sales entered leads to an active advertiser
as well as retain existing advertisers and win-back lost or
inactive advertisers to positively impact revenue for Effectv.
- Manage portfolio of inbound and outbound marketing programs,
including integrated campaign management, database and email
marketing, webinars, trade shows, persona-based nurture programs,
account-based marketing, search engine optimization, paid search,
online programs, corporate website, outbound call campaigns for
inside sales team, pipeline acceleration for direct sales and
distribution channels.
- Works closely with Marketing Operations to optimize marketing
technologies, processes, and systems, including database
management, segmentation, analytics, data cleansing, etc. Define
and optimize digital segmentation strategy and audience hierarchy
as well as key customer lifecycle stages and messaging
treatments.
- Collaborates with Sales Development and other key stakeholders
to align on business priorities, value proposition, and messaging
that informs campaign strategies.
- Drive performance through a results-driven experimental
approach, both in existing channels and by experimenting with new
channels and techniques.
- Monitor and analyze performance against lead and other
marketing goals and over past performance. - Continually make and
implement recommendations for optimization and ongoing growth.
- Communicate with marketing, senior leadership, and sales
management on an ongoing basis regarding demand generation
performance results, current initiatives, and course corrections
being taken.
- Identify new optimization tests and growth opportunities and
areas for additional investment in time and money and decreased
focus.
- Demand generation campaign strategy and plans, outlining key
marketing themes, messages, and offers and channels for promotions
within defined monthly, quarterly, and annual cycles. Set
compelling long-term customer retention and loyalty strategies
while delivering positive results, and test and learn in the
short-term.
- Manages demand generation marketing calendar, budget management
and reporting.
- Proactively meets with Regional Sales Leadership, and other
teams to ensure alignment and synergies, ensures that campaigns
support revenue objectives and that Sales and Marketing are ready
to execute and follow-up on campaigns when they are in market.
- Deliver repeatable, sustainable, and predictable
marketing-generated revenue in key regions and segments via digital
marketing and marketing automation.
- Owns the success of scaling marketing efforts through the
channel by applying the partner's perspective in the campaign and
content design and by providing the field with the campaign tools
and assets required to engage the channel.
- Hires and manages a world-class team of demand
generation/channel marketing, media, and marketing operations
professionals reporting into this role.
- Establish KPIs for all demand generation marketing programs and
monitor Company demand generation marketing investments to deliver
improved ROI performance.
- Oversee and monitor staff on best practices for labeling
content and optimizing search engine hits. Enhances search and
directory by analyzing traffic and results.
- Collaborate with senior leadership to develop and ensure the
implementation of online strategies to maximize potential of the
organization's website as it relates to branding, support of
network programming, viewer loyalty, network sales, and affiliate
support and to keep abreast of unit objectives.
- Develops and manages quality, effective online communications
to all of the organizations internal and external audiences,
identifying opportunities for audience growth.
- Consistent exercise of independent judgment and discretion in
matters of significance.
- Regular, consistent and punctual attendance. Must be able to
work nights and weekends, variable schedule(s) as necessary.
- Other duties and responsibilities as assigned.Employees at all
levels are expected to:
- Understand our Operating Principles; make them the guidelines
for how you do your job.
- Own the customer experience think and act in ways that put our
customers first, give them seamless digital options at every
touchpoint, and make them promoters of our products and
services.
- Know your stuff be enthusiastic learners, users and advocates
of our game-changing technology, products and services, especially
our digital tools and experiences.
- Win as a team make big things happen by working together and
being open to new ideas.
- Be an active part of the Net Promoter System a way of working
that brings more employee and customer feedback into the company by
joining huddles, making call backs and helping us elevate
opportunities to do better for our customers.
- Drive results and growth.
- Respect and promote inclusion & diversity.
- Do what's right for each other, our customers, investors and
our communities.Disclaimer:
- This information has been designed to indicate the general
nature and level of work performed by employees in this role. It is
not designed to contain or be interpreted as a comprehensive
inventory of all duties, responsibilities and
qualifications.Comcast is proud to be an equal opportunity
workplace. We will consider all qualified applicants for employment
without regard to race, color, religion, age, sex, sexual
orientation, gender identity, national origin, disability, veteran
status, genetic information, or any other basis protected by
applicable law.EducationMaster's DegreeWhile possessing the stated
degree is preferred, Comcast also may consider applicants who hold
some combination of coursework and experience, or who have
extensive related professional experience.Relevant Work
Experience15 Years +
Keywords: Comcast Corporation, Westminster , Sr. Director Digital Media & Demand Generation, Executive , Englewood, Colorado
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