Demand Generation Leader

Job Description

The Demand Generation Leader plays a pivotal role on our Customer Experience (CX) and Marketing leadership team, driving the transformational agenda by leading digital demand generation and by providing an outstanding end-to-end experience for our ecosystem of customers.

KCP is looking for an ambitious, inventive and results-driven leader to join our high-powered team. The person in this role needs to strike a balance of being attentive to detail, while also able to see the big picture – both creative and analytical. This role requires a deep understanding of our buyers and their buying cycle, knowledge of the marketing automation ecosystem and marketing trends, and an ability to conceptualize, create, implement and optimize integrated, creative, online/offline marketing programs to generate pipeline and revenue. Additionally, this role requires strong team-leadership, strategic marketing leadership, cross-team and organizational collaboration, excellent communication skills, and a passion for developing, iterating, and scaling integrated initiatives across marketing and sales.

The role requires outstanding collaborative leadership capabilities coupled with a demonstrated track record of executing complex strategic agendas in a fast-paced environment. This person will develop and operationalize long- and short-term strategies, collaborating with his or her counterparts to co-create processes to drive standards and longer-term demand generation strategies and programs for the organization. This person is also responsible for making sure to infuse “outside-in” thinking into the culture and will consistently represent the external customer in all situations.

Summary

Specific Responsibilities Include:

• Develops and operationalizes, in partnership with Product and other CX and Marketing leaders, a demand generation strategy for the organization that is in alignment with overall business objectives.
• Co-creates the Demand Generation team’s vision, objectives, roles, responsibilities, and processes with North America and Central team partners.
• Drives a social media strategy that integrates with our business objectives and demand generation calendar.
• Promote thought leadership and product and service portfolio awareness through data-driven earned media placements, viral digital marketing, influencer outreach and content marketing.
• Serves as a trusted strategic advisor to company-wide business teams, leading the ever-evolving creation of customer-focused content and communications to drive the highest level of experience and engagement.
  
  

Demand Generation

• Develop demand generation strategies in collaboration with the organization’s national and global account/sales teams, product development, and marketing teams.
• Develop a deep understanding of customers, products and the buyer’s journey, developing, maintaining and executing demand generation plans aligned with business goals.
• Create programs for all stages of the funnel: (1) Generate new leads, nurture leads to create marketing qualified leads and convert them to opportunities, support late-stage opportunities to help close deals, and develop advocacy programs to achieve high-retention. (2) Collaborate with sales to optimize processes to drive acceleration of leads to closed / won status. (3) Own deliverables across the entire marketing funnel, tracking and optimizing performance at each stage in the funnel and creating a predictable and healthy demand engine. (4) Own the conceptualization of demand creation, nurturing and scoring strategy (explicit and implicit scoring techniques to prioritize leads for the sales teams). (5) Employ best practices to achieve growth goals while also experimenting with creative strategies and less-proven tactics. (6) Continually optimize programs to ensure customer acquisition costs are in line with the return on investment goals. (7) Forge strong communication and service level agreement (SLA) between marketing and sales.
• Co-create with internal and external stakeholders (including customers and third-party industry partners) all content for all assets to support all personas/targeted segments and campaigns in the funnel; atomizing content in the organization’s Content Marketing Platform (CMP).
• Drive consistent, relevant traffic and leads using inbound marketing tactics such as SEO, social media, landing page conversion testing, online advertising, and email marketing.
• Ensure campaigns are creative, compelling, carry a consistent message, amplifying the brand and organization.
• Leverage marketing automation and lead management to streamline, automate and measure all marketing tasks and workflows.
• Create, develop and manage a holistic content calendar.
• Ensure measurement, reporting and analysis of key performance indicators for campaign performance across relevant KPIs.
• Lead, mentor and coach a team of marketing professionals focused on the development and execution of marketing campaign strategy and tactics.
  
  

Social Media

• Develop and manage social media and communications operational calendar ensuring it is integrated into the overall content and campaign calendar. Lead the strategy behind posts, themes and real-time (live) opportunities.
• Develop, communicate, and operationalize and provide training on best practices in social and content creation and deployment.
• Analyze cultural, community, media, and market trends to inform strategic and creative development for content.
• Work cross-functionally to develop ad-hoc social campaigns in response to relevant news cycle stories, ensuring credibility and integrity are at the forefront of our messaging.
• Vet inbound influencer and User Generated Content (UGC) opportunities and potential.
• Explore new social media channels as they are introduced and provide recommendations to leadership on if and when to activate these channels.
  
  

Qualifications

• Bachelor’s Degree Required (Discipline Open) - Master’s Degree Optional.
• Proven experience leading and inspiring a team of demand generation experts.
• 10+ years of experience in a combination of a B2B / B2C environments.
• 10+ years with a demonstrated track record in the following skill areas: digital, technology, marketing automation, campaign development, marketing, strategy, omni-channel marketing, social media.
• Understanding of and experience with marketing automation tech stacks, content management platforms, and customer relationship management (CRM) platforms.
• Highly proficient in development and interpretation of key metrics as it relates to marketing funnel performance with the ability to translate technology innovation into business/customer value.
• Approaches work with an entrepreneurial and agile spirit – able to think, act and work with a start-up mentality.
• Strategic storyteller who uses content to create connections, helps people and customers engage, and inspire others to action.
• Engages stakeholders in ideation, decision making, and conflict resolution to drive strategic alignment.
• Ability to marshal resources to successfully drive initiatives. Establishes priorities and manages trade-offs.
• Champions ideas and influences and motivates key stakeholders by infecting them with a shared sense of purpose and passion.
• Strong listener and communicator who can connect easily with others.
• Comfortable with ambiguity and demonstrates flexibility.
• Exhibits curiosity and high learning agility.
• Results driven self-starter with a unique combination of technical knowledge and business acumen.
• Strong interpersonal and communication skills with the ability to consult, partner and work effectively with senior business leaders and business partners across cultures and functions. Will work to drive alignment against key business priorities.
• Possess an open-minded approach to new methods and a creative inclination to tackle challenging business issues.
  
  

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, 1.3 billion people - nearly a quarter of the world's population - trust K-C brands and the solutions they provide to enhance their health, hygiene, and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex, and Depend, Kimberly-Clark holds No.1 or No. 2 share positions in more than 80 countries. With more than 140 years of history of innovation, we believe in recruiting the best people and empowering them do their best work. If fresh thinking and a passion to win inspire you, come Unleash Your Power at Kimberly-Clark.

For Kimberly-Clark to grow and prosper, we must be an inclusive organization that applies the diverse experiences and passions of its team members to brands that make life better for people all around the world. We actively seek to build a workforce that reflects the experiences of our consumers. When you bring your original thinking to Kimberly-Clark, you fuel the continued success of our enterprise. We are a committed equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, sexual orientation, gender identity, age, pregnancy, genetic information, citizenship status, or any other characteristic protected by law.

The statements above are intended to describe the general nature and level of work performed by employees assigned to this classification. Statements are not intended to be construed as an exhaustive list of all duties, responsibilities and skills required for this position.

This position may require a post-offer/pre-hire Physical Abilities Test (PAT) to confirm that individuals are able to perform the essential functions of the job.

K-C requires that an employee have authorization to work in the country in which the role is based. In the event an applicant does not have current work authorization, K-C will determine, in its sole discretion, whether to sponsor an individual for work authorization. However, based on immigration requirements, not all roles are suitable for sponsorship. This position is subject to drug and alcohol testing, including pre-employment testing.

Global VISA and Relocation Specifications:
This role is available for local candidates already authorized to work in the role’s country only. K-C will not provide relocation support for this role.