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 +

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