Overview

As an Industry Marketing Manager, you will develop, manage, and execute strategic marketing campaigns to increase revenue, develop new markets, block competition, and build community within the state and local government market. You will partner with a domain-specific subject matter expert to understand the market trends and audience needs; develop messaging and content; and create campaigns with a diversified marketing channel mix in order to build a long-term marketing strategy for a specific market(s) within state and local government.

A day in the life can consist of conducting market research; monitoring industry and technology trends; writing and creating a wide range of content; executing events and webinars; reporting campaign performance; interviewing and publishing customer success stories; working with professional associations; and co-marketing with Esri strategic partners. A successful Industry Marketing Manager builds and maintains a strong relationship with their subject matter expert, other internal marketing divisions (such as Events department, in-house designers, various channel teams, data team), sales leads, Esri customers, Esris certified software and solution providers, media and publications, and professional associations.

Responsibilities

• Campaign Planning & Management: Develop and execute integrated marketing campaigns using a wide range of channels, tactics, and approaches.
• Content Creation: Create campaign assets, including messaging, print collateral, and digital content that contribute to overall campaign success. Collaborate with in-house design/creative resources to produce brochures, ebooks, videos, emails, ads, social assets, webpages, blogs, articles, graphics, and more.
• Event Management: Contribute to third-party events and Esri-hosted events by creating messaging and content, negotiating and developing engagement opportunities for Esri and our audience; supporting onsite logistics, and establishing forums that help build community.
• Project Management: Deliver campaign assets on time and on budget. Manage multiple deadlines and priorities simultaneously, communicating progress updates regularly to stakeholders and any potential challenges.
• Analytics and Reporting: Track campaign performance and engagement at every step through campaign activity reports and analytics.
• Leverage Marketing Processes & Technology: Utilize available technologies and processes to manage activities, segment audience data, run email campaigns, run advertising campaigns, build webpages, publish customer stories, and track analytics.
• Customer Engagement: Build relationships with Esri customers to better understand audience needs, elevate best practices and repeatable approaches, and highlight successful implementations in articles and third-party media.
• Collaborate with Partners and Industry Influencers: Work with certified Esri software and solution providers, professional associations, media, and thought leaders to position Esri as a major player in the market; block competition; influence legislation or policies; reach executives; and increase coverage in major publications and media outlets.
• Community Building: Foster a vibrant user community through marketing activities that sustain and grow advocates of Esri and GIS including virtual communities, user groups, regional meetups, online forums, and events that encourage a two-way dialog between Esri staff and customers.

Requirements

• 2+ years of marketing or related business experience
• Time management, resource management, and project management skills
• Quick learner with a positive attitude
• Strong decision making, problem resolution, and creative thinking skills
• Excellent written and verbal communication skills
• Must be able to travel up to 20% during peak marketing periods
• Bachelor's degree in marketing, business, geography, GIS, or related field

Recommended Qualifications

• Proficiency in GIS software is a plus
• Advanced writing, editing, and messaging development skills
• Knowledge in state and local government structures and operations is a plus

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