The Senior Marketing Manager is directly responsible for the strategy and execution of marketing demand generation programs that support the NA regional strategy and targets. Overarching responsibilities include identifying net new leads and accelerating existing leads through the sales and marketing funnel to achieve revenue growth goals, including customer retention.This role is multifaceted, with key areas of responsibility including:Goal setting and collaborating with other teams, such as product marketing, marcomms operations, regional leadership, regional sales and regional operations.Developing an integrated marketing strategy and tactical go-to-market plan to drive awareness, enhance pipeline development and achieve sales targets, including extending and adapting corporate marketing, demand generation programs and customer marketing to regionally specific requirements.Analyzing and optimizing performance of regionally specific activity based on marketing program results, available resources and budget.Managing a direct team and guide or direct resources within other teams not under direct management control.Performance measures include impact and contribution to regional-specific sales targets and the relationship development, engagement and communication responsibilities of the role. Responsibilities Develop Cross-Functional Teamwork and CollaborationSales leadership to align and prioritize regional-level marketing programs and activities to achieve sales targets by region, segment or solution.Sales teams to increase local awareness and drive net new leads within the sales region.Product marketing teams to enhance and support messaging, brand awareness and sales enablement within the region.MarComms Operations for digital expertise and best practice to regionalize activities, including digital, social, web, email tactics, events and account-based marketing (ABM).MarComms Operations to create and execute activities and initiatives for regional efforts including content, design and digital.Customer operations teams to drive customer growth and retention by delivering effective cross-sell and upsell campaigns. Support customer advocacy programs through the development of local case studies and speaking opportunities.Sales operations and MarComms operations to understand the impact of sales and marketing technology and regionally specific activities on lead flow and opportunity conversion to achieve sales goals. Channel partners to share in local go-to-market plans, programs and promotions.Recruitment and HR teams to build, manage and retain a high-performing regional marketing team.Demonstrate leadership qualities to inspire and motivate team members, provide strategic direction, guidance, mentorship, foster a culture of continuous improvement, and drive efficiencies through effective communication and team management.Finance and procurement teams to maintain full budgetary control and reporting.Legal teams to lead administrative oversight of programs by validating legal compliance, providing communication to key stakeholders and documenting processes and approvals.Partner with a variety of internal clients to provide marketing support for strategic business priorities.Provide guidance, expertise and support to various projects or initiatives across the Marketing and Communication teams to solve problems or address specific challenges.Develop Regional-Specific Marketing Strategy and Go-to-Market PlanTo create and tailor regionally specific demand generation strategies and plans to drive pipeline momentum, regional marketing leaders must leverage and augment existing marketing programs and activities, including:Leveraging market research and competitive intelligence to better understand the market dynamics and buyers to build an appropriate regional marketing strategy.Aligning regional campaigns to corporate/global demand generation programs and campaigns, ensuring consistency of messaging, to exploit competitive differentiators.Applying content tactics to drive interest and top-of-funnel demand and to accelerate conversion of opportunities throughout the remainder of the funnel. Ensure that the content is aligned to messaging and mapped to ideal customer profile segments and stages of the buying cycle. Address regional-specific requirements and challenges that drive buyers to act.Coordinating in-person, virtual or hybrid regional events, such as conferences, tradeshows, user groups, seminars, networking events, hosted events and regional road shows. Ensuring:Local events are well-represented in terms of speakers and sponsorship funding levels either directly or through partners.A detailed and committed strategy is in place for pre-event, event and post-event marketing and sales follow-up.Directly managing regional ABM programs and optimizing the content and outreach to these targeted accounts.Directly or jointly managing social, digital and email campaigns that support the region, including nurturing campaigns to convert leads into opportunities and accelerate leads through the sales cycle.Ensuring that lead follow-up and outbound sales messaging are consistent with marketing messages and developing supporting campaign content that includes scripts, email templates and ongoing “sales plays.”Leading weekly/monthly account check-ins with regional sales to ensure alignment on priorities and sales goals.Coordinating the rollout of content, enablement and co-marketing programs to regional partners.Evaluate Regional ImpactTo gauge impact on regional pipeline development, the regional marketing leader will need to analyze and continually optimize regional specific efforts. Key responsibilities include:Establishing and managing monthly, quarterly and annual key performance indicators, budgets and resources for regional -level marketing programs to ensure spend is allocated to the highest-performing marketing tactics in support of regional sales goals.Forecasting, measuring and reporting on marketing results and impact on awareness and activity in the region via weekly, monthly and quarterly views.Managing budgets, resources and deliverables of team.Keep leadership informed by preparing reports, making presentations, interpreting information and making recommendations. Provide clear communication on strategies, plans and results to the broader marketing team and leadership.