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CBRE Marketing Director, Account Based Marketing in New York, New York

Marketing Director, Account Based Marketing

Job ID

59852

Posted

28-Apr-2022

Service line

Advisory Segment

Role type

Full-time

Areas of Interest

Marketing

Location(s)

Atlanta - Georgia - United States of America, Baltimore - Maryland - United States of America, Boston - Massachusetts - United States of America, Charlotte - North Carolina - United States of America, Columbia - South Carolina - United States of America, Miami - Florida - United States of America, New York - New York - United States of America, Pittsburgh - Pennsylvania - United States of America, Richmond - Virginia - United States of America, Tampa - Florida - United States of America, Washington, D.C. - District of Columbia - United States of America

As a key leader of Account Based Marketing, you will be responsible for delivering global integrated marketing campaigns that drive pipeline and improve deal velocity for our top Clients and new logo targets

In this high impact role, you will work hand in hand with Sales, Product, Sector and Marketing, across Global Workplace Solutions (GWS) and Advisory, to create a high-touch, persona-driven Occupier account based marketing strategy that unleashes upsell, cross sell and new logo opportunities and deepens relationships. You will create ambitious, full-funnel campaigns, and a unified experience that elevates market awareness, drives client and prospect engagement, and delivers on business goals.

The successful candidate will be a seasoned B2B marketing professional and master storyteller, with a broad set of full-funnel marketing experience and a proven track record of leadership, strategic planning, creative innovation, analytical acumen, business goal achievement and campaign execution.

In this role, you will focus on three key strategic areas:

Account-based marketing and wallet expansion programs

  • Create scalable, end-to-end account-based marketing programs, taking an integrated, multi-channel approach and deploy across all business segments in partnership with sector marketing leaders and product marketers

  • Partner with salesforce and business to gather account intelligence and conduct due diligence on prospects, mapping decision-makers and their relationships with CBRE to inform outreach strategies

  • Define segmentation and persona strategies. Create 1:1, 1:few campaign approach

  • Create custom content, messaging, and client experience strategies in partnership with digital deployment teams to engage high-value targets

  • Leverage and customize global campaigns and thought leadership programs to create additional down-funnel engagement opportunities at the 1:1 and 1:few levels.

  • In partnership with campaign team, manage centralized performance data for account-based initiatives, regularly reporting on KPIs and delivering insights back to both marketers to inform campaign optimizations and to the business for client / prospect follow up recommendations

  • Identify opportunities to cluster clients based on wallet expansion opportunities, deploying custom campaign experiences at the persona, sector or contract milestone level.

  • Establish ABM best practices and share across marketing organization

Pursuit marketing

  • Define and enhance pre- and post-bid client/prospect engagement journey, partnering closely with business development teams to create consistent messaging and end-to-end alignment from first meeting through proposal delivery and final decision.

  • Create strategic, high-touch programs for top pursuits, leveraging creative outreach approaches and custom content while delivering actionable insights back to the salesforce during the business development process

Client experience programming

  • Partner with Client Care and Campaign teams to deploy client-specific promotional programs that reinforce CBRE’s value-add, performance and expansion opportunities on their accounts throughout a contract’s lifecycle

  • Create persona driven marketing programs tied to key renewal milestones, broadening and improving the pre-bid client experience and driving client loyalty

  • Drive exposure to and interest in broader awareness of Occupier capabilities to increase share of wallet and create cross-sell and up-sell strategies and optimization

The ideal candidate will have:

  • Minimum of 7 years in a senior B2B marketing role(s), within large global, matrixed organizations

  • Experience with Salesforce CRM and Salesforce Marketing Cloud

  • Proven experience planning, executing and measuring successful, bold and impactful account-based campaigns and client experience programs across multiple paid, earned and owned platforms.

  • Ability to orchestrate campaigns across on and offline channels and to leverage CRM and martech capabilities to drive and measure impact

  • Ability to interpret performance data to identify optimization opportunities and track-record of scaling initiatives across a complex organization

CBRE is an equal opportunity/affirmative action employer with a long-standing commitment to providing equal employment opportunity to all qualified applicants regardless of race, color, religion, national origin, sex, sexual orientation, gender identity, pregnancy, age, citizenship, marital status, disability, veteran status, political belief, or any other basis protected by applicable law.

NOTE: An additional requirement for this role is the ability to comply with COVID-19 health and safety protocols, including COVID-19 vaccination proof and/or rigorous testing.

CBRE, Inc. is an Equal Opportunity and Affirmative Action Employer (Women/Minorities/Persons with Disabilities/US Veterans)

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