Channel Marketing Manager (Platts), 12 month fixed term contract
The Channel Marketing Manager has responsibility for developing and executing tactical marketing programs for and with Platts third party channel partners. In addition, s/he is responsible for being the subject matter expert on marketing vehicles and their effectiveness for Platts channel partner portfolio. He/she will work closely with Platts channel team, marketing dept, sales and the marketing counterparts at each channel partner.
Responsibilities:
Develop Channel Partner marketing strategy and tactical marketing programs by working closely with third party channel partner marketing teams, channel management, product marketing managers, and in some cases other stakeholders. This includes:
- Work with Channel team to prioritize activities for remainder of 2013, monitor results and feedback to team
- Work with Platts product marketers and channel teams to develop 2014 marketing strategies for each vendor as well as key objectives (e.g. % growth per vendor by region) and tier into priority order
- Collaborate with partner's marketing team to develop integrated marketing programs that will benefit Platts and the partner while ensuring Platts is acting (or being perceived as) vendor agnostic
- Identify and explore opportunities for joint marketing activities, including joint events or webinars, targeted co-branded email and direct mail campaigns, sponsorship of conferences trade shows, and speaking engagements at events
- Work with Channel team to onboard new Channel partners and open up additional revenue opportunities for sales
- Work with internal stakeholders and channel partners to create value proposition and problem-solution statements
- Leverage 3rd party media and customer engagement platforms to exploit awareness of Platts
- Regularly meet with top partners and act as point of contact for the partner's marketing team
- Meet regularly with Channel Management and Product Marketing to keep on top of strategic priorities
- Be an advocate for the Platts P3 Channel Program. Raise internal awareness of Platts Partner program; highlight success stories through the internal newsletter
Manage and execute assigned marketing programs. This includes:
- Work with regional Channel Account Manager to create joint campaign proposals and ascertain clear objectives and goals for all programs. Meet weekly with CAM to keep on top of regional campaign priorities and exchange ideas for new ones. Support CAMs with activity they may be running
- Plan and coordinate marketing campaigns to generate leads, promote industry awareness, help strengthen the Platts brand and shorten the sales cycle. Tactics may include but are not limited to direct mail, adaptive e-mails, web demos, telemarketing, exhibiting at and or sponsoring conferences, promotional trials, placing ads, etc.
- Manage and execute the marketing plans and make adjustments as necessary for specific products or markets based on the best communication vehicles for that region and from analyzing past campaigns and marketing metrics
- Work with the Channel Program Manager to on-board new partners, manage all the marketing effort for this
- Take the lead for creating a communication plan for each activity with channel partner marketing team, mark out responsibilities of each team and determine who will do what. Manage all parts of Platts responsibilities, working with internal depts. such as Platts event operations where possible.
- Draft and edit marketing copy for email campaigns and sales collateral. Use existing templates where possible based on input from product marketing. Work with appropriate copy writer vendors when necessary. Work with designer to ensure successful and timely execution
- Manage 3rd party vendors i.e. events company to manage flagship Channel Partner Summit
- Plan and produce joint webinars and joint customer events with channel partners
- Update and monitor logo, information and link on platts.com as well as Platts on partner's website – expand content to maximize branding and opportunities for publicity, display thought leadership
- Highlight the various opportunities available to channel partners through Platts, including sponsoring Platts conferences, Platts sponsored webinars, Platts forms and events.
- Co-ordinate and manage partners presence at agreed events such as the regional Platts Commodity Week
Develop collateral and materials to support internal and external sales and marketing efforts
- Manage communication of new Platts product launches and enhancements. Work with Channel team to create and execute marketing communications where appropriate, this includes managing the monthly partner newsletter; updating intranet site for channel partners, contributing to webex training and product briefing sessions
- Update and create new Partner Profiles for Platts sales internal use,
- Work with Channel Partners and Product marketers to produce problem solution based promotional campaigns and sales collateral. Ensure value proposition and problem-solution statements are reflected accurately throughout the campaign based on the target audience
- User guides
- Marketing collateral for each partner
- Evaluation of current materials and update as needed
- Preparation of sales training materials
- Work with Channel Management and Branding to revamp the Platts pages of third party vendor's customer facing sites (as opposed to websites), e.g. the Platts pages of the Bloomberg terminal, to help raise awareness, drive traffic and generate more inquiries
KPI's and Metrics
- Set success metrics at the start of each program and monitor these for post event analysis
- Lead post event analysis, collating feedback from sales and feedback surveys, share with CPs and internal Information management team for benchmarking purposes
- Understand the key performance indicators (KPI's) associated with market research (SWOT's, Competitive Intelligence, BtoB, Readership surveys, etc) and utilize that information to build and update the marketing strategy and plans.
- Understand the financial ROI metrics for marketing activities and utilize that data to make appropriate changes to future marketing plans and activities.
Budget
- Manage invoices as they come through. Enter into spend report and submit to Finance in a timely manner
- Manage channel marketing budget funds so as not to over/under spend
- Work with channel management on annual budget planning
Other Required Accountabilities
Required:
- Experience of B2B marketing experience
- Educational Requirements-Bachelors Degree in a related field (Marketing degree a plus.
- Proven ability to design and implement campaigns involving complex integrated multi-touch campaigns that involve the marketing of thought leadership assets along with a problem/solution approach.
- Solid understanding of the way Platts customers learn and educate themselves on product information for the areas this position is responsible for implementing Platts marketing campaigns.
- Knowledge of marketing Platts products and or to the energy trading community a plus
- Has demonstrated experience in persona-based marketing programs whereby customer lists are built to identify personas and has persona-based microsites and or collateral as part of the program.
- Has proven experience in working with third party vendors such as advertising agencies, event companies
- Knowledge of marketing subscription-based product lines.
Preferred:
- Able to demonstrate high professional standards and personal integrity
- Diplomatic nature – able to manage difficult situations to a positive outcome, whist being fair and objective
About Platts and McGraw Hill Financial
At Platts, the premier source of commodities intelligence, the content you generate and the relationships you build are essential to the energy, petrochemicals, metals and agricultural markets.
- Our real-time news, pricing, analytical services and conferences help markets operate with transparency and efficiency.
- Be part of a globally diverse workforce with 20 offices spanning five continents.
- Get the best of both worlds: a nimble, highly specialized company, and a business casual culture with the benefits and backing of McGraw Hill Financial.
McGraw Hill Financial includes Standard Poor's Ratings Services, SP Capital IQ, SP Dow Jones Indices, J.D. Power, Platts, McGraw Hill Construction and Aviation Week. Together, we're the foremost providers of essential intelligence for the capital and commodities markets.
Learn more at www.mhfi.com/careers
McGraw Hill Financial is an equal opportunity employer. Only electronic job submissions will be considered for employment. For special accommodation due to disability, please email webmaster -at- mcgraw-hill.com and your request will be forwarded to the appropriate individual.
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