Marketing Manager Job in Melville 11747, New York US
Marketing Manager, Institutional Channel
BRIEF DESCRIPTION OF JOB DUTIES:
Manage all institutional marketing efforts to drive sales and usage of our content in the institutional market/channel. Customers in this channel include corporations, academic libraries, government agencies, as well as consortia administrators, sales agents, and subscription agents.
Responsibilities includes development of strategic objectives, product development and targeting, prospect development and lead generation, and customer relationship development and management.
The manager works closely with marketing staff responsible for supporting the end user marketing channel, as well as specific journal managers, to insure a two-pronged marketing approach – institution and end user.
The manager also works very closely with the sales team to develop programs, events, presentations, and other materials, as well as markets and sales programs in support of our sales efforts.
Specifically, the manager will design marketing efforts to retain existing customer and increase renewal rates, gain new customers, drive usage, and publicize publication activities.
The Manager will be responsible for the continual tracking, reviewing, and analyzing of subscription/sales/usage data as applicable, determining trends, and providing detailed report analyses, and recommendations for management review.
Participate in all marketing discussions, providing input and expertise from the perspective of the institutional market.
ESSENTIAL FUNCTIONS:
- Manage customer relationships in the library market. Provide regular interaction and outreach to the community through continual participation in conferences, events, listserv monitoring and posting, social media presence, and other efforts to interact regularly with our customers.
- Formulate yearly marketing plan for the institutional market. Recommend yearly goals, in conjunction with sales, for renewals and new sales, including targets and objectives. Coordinate implementation of marketing plans with Fulfillment, Marketing, Online Services, Publishing, and other departments; monitor success, progress, and ROI of email campaigns, advertising, sales promotions, telemarketing campaigns, exhibits efforts, and other strategies.
- Formulate institutional marketing strategy and develop plans by product and market. This includes: monitoring editorial and product developments, providing market analysis, proposing pricing strategies, and interacting with sales team, journal managers, and/or product owners.
- Oversee development of marketing campaigns, promotions, materials, and collateral for use in the institutional market. Develop presentations and promotions to educate sales team and institutional customers. Design virtual and in-person events to promote relationships and products.
- Manage our exhibit presence at library shows, including SLA, ERL, ALA, ACRL, Charleston, and other shows as appropriate. Develop and implement exhibit objective, goals, marketing plan, strategy, and promotion.
6. Manage direct reports as assigned responsible for institutional marketing support activities. Insure proper training, strategically manage staff workflow and prioritization of activities, clearly set forth performance expectations, and conduct all appraisals. Insure understanding of vision and values.
Provide detailed reports and analyze data for published titles. Review renewal and non-renewal reports regularly during renewal season for designated products. Keep abreast of emerging sales and promotion trends as they develop each year. Determine patterns in product ordering and analyze renewal/attrition rates, usage, and buying habits, using this information to make recommendations for pricing, offerings, and customized arrangements if applicable.
- Prepare reports and recommendations, as needed.
QUALIFICATIONS:
- Bachelors degree
- Five years experience as a marketing manager, preferably in a publishing environment. Experience marketing electronic/online products a plus.
- Three years experience supervising support staff. Experience interviewing and conducting performance appraisals required.
- Excellent interpersonal skills. Ability to build relationships with colleagues and customers at all levels. Strong verbal communication and presentation skills necessary.
- Strong written communication skills. Experience writing and editing copy for both promotional purposes, as well as business documentation, reporting, and analysis.
- Excellent computer aptitude. Strong knowledge of Excel, including pivot tables and report design for use in providing data analysis, PowerPoint or equivalent, database design, and use of social media. Business understanding of CRM software, such as SalesForce, necessary.
- Strong attention to detail and ability to plan and follow through with clients to ensure satisfaction.