Digital Marketing - Demand Strategist

Introduction
The Demand Strategist is the growth marketer - and the architect of the end-to-end customer journey with the goal of delivering healthy opportunity pipeline and revenue for IBM.
Demand Strategists design, orchestrate and optimize a modern mix of tactics that efficiently and effectively delivers desired brand reputation, relationship and revenue outcomes in direct alignment and support of strategic business plans. IBM puts customers at the heart of everything we do; IBM Demand Strategists exercise extreme empathy for all customers, prospects and users, making sure content is compelling and valuable and served up at the right time, in the right channel, in the right context.

At IBM, work is more than a job - it's a calling: To build.To code. To consult. To think along with clients and sell. To make markets. To invent. To collaborate. Not just to do something better, but to attempt things you've never thought possible. Are you ready to lead in this new era of technology and solve some of the world's most challenging problems? If so, lets talk.

When you join the IBM team, you will accelerate your career at an iconic company known as a pioneer in computing. You will grow your knowledge of cutting-edge
software, such as generative Al or hybrid cloud, while working with teams across the globe
and driving outcomes that shape the future of IBM and your own career. In addition to a competitive package, IBM offers a collaborative, growth-oriented work environment and global responsibilities.

Your Role and Responsibilities
1) Strategy Planning & Customer Journey Design
• Understand the market landscape, business objectives, target personas, key use cases and product offers for the assigned demand program.
• Translate business objectives into actionable demand outcomes across the funnel.
• Receive inputs from product marketing, messaging & content strategists on business priorities, key messages and content strategy & plan
• Design the omnichannel demand journey for key audiences, anchored in a core demand experience & working backwards from the outcomes
• Build nurture and sales follow up/enablement strategy to land the right conversation with the right customer about the right solution/offering
2) Execution Orchestration
• Design and deliver demand strategy for priority audiences, such as top account lists, industries and job roles
• Partner with and brief in discipline (digital, social, media, email) focals to ensure demand strategy is executed consistently across channels
• Responsible for ensuring the discipline focals have the demand inputs they need in order to deliver a plan that aligns to demand strategy and can execute accordingly
• Required proficiency in channel strategy where you can speak to what is currently in market for your demand program
• Communicate demand strategy to relevant stakeholders, including but not limited to: geo hub teams, field marketing, BU stakeholders etc.
• Assess and communicate demand plan readiness to geo counterparts to ensure demand strategy can be picked up and executed outside of the US
• Partner with content, social, digital, email, and media experts to create & execute an omnichannel experimentation plan
• Partner with geo hub and field marketing teams to ensure sales is enabled to properly work leads
3) Performance Optimization
• Understand brand to demand performance trends for the assigned campaign & work with discipline focals to diagnose and optimize performance issues
• Deep analysis of marketing performance across aspects such as tactic type, content asset, channel, audience segment or business line
• Evaluation of relevant KPIs (such as impressions, web traffic, organic search performance, leads, pipeline or wins) with a keen eye on benchmarks and yield rates
• Readiness to explain emerging performance opportunities or challenges
• Strategies to deliver "next best actions" and support targeted pipeline coverage and revenue for the business
• Turn insight into action - cycling of performance insights directly back into planning and orchestration
This is a Hybrid role, attendance to the office will be required only 3 times peer week.

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Required Technical and Professional Expertise
• Proven experience in demand generation
• Digital marketing, digital lead generation, focused background, email marketing, paid media channels, paid social, organic search
• Excel
• Must have Advanced/Fluent English
• Please share your resume in English
• Highly empathetic, able to imagine walking in our customers' shoes
• Understand current and emerging marketing technologies and fundamentals of data science and applied analytics
• Mix of "right brain, left brain" analytical and creative thinking
• Collaborative working style
• Strong project management, time management, prioritization and organizational skills
• High effectiveness working cross functionally to drive plans through to execution

Preferred Technical and Professional Expertise
• Able to make rapid decisions and assert proposals based on data-driven insights
• Strong executive presentation and stakeholder management skills
• Experience with data analysis and ability to derive insights from complex data sets
• . Tableau
• . B2B