Marketing Manager, B2C

7 months ago

North Sydney, Australia Equifax Full time

The Marketing Manager, B2C will be responsible for driving the development and implementation of marketing strategies for the Equifax portfolio of B2C and B2B2C products and brands. A strong analytical and commercial focus is critical to this role, underpinned by strong ROI and performance.

The role will lead a full agenda of marketing activity, including customer acquisition and retention, brand and reputation, media buying and production, PR and management of digital marketing channels/activities. Working closely with other Marketing team members, Sales, Product, Technology and Operations, the role will ensure all customer touchpoints deliver an excellent experience that creates fans and advocates.

The role will also be responsible for developing and rolling out our B2B2C plan to drive distribution, adoption and preference for Equifax consumer products, and will involve management of partners for specific marketing campaigns to drive revenue and increased engagement.

**Responsible for**:
**B2C Marketing Strategy & Planning**
- Develop and own the marketing plan for B2C and B2B2C products
- Implement marketing initiatives in ensuring an effective ROI
- Identify trends and insights, and optimize spend and performance based on the insights
- Plan and launch GTM initiatives from a consumer marketing perspective for new products and/or features for each of the B2C products
- In collaboration with Sales and Product teams and 3rd party partners, develop and implement B2B2C partner marketing plans to drive awareness and adoption of Equifax Credit Scores
- Manage and lead professional staff, contractors and multi-disciplinary teams to achieve marketing objectives

**B2C Marketing Campaigns and Reporting**
- Create detailed quarterly marketing campaign plans across the year, aligned to annual goals, targets and marketing strategy
- Analyze potential campaign opportunities using data driven insights in order to make recommendations on priority and potential ROI
- Manage relationships with agencies, partners and suppliers in developing and executing the marketing strategy
- Drive consistent member engagement through the utilization of marketing channels
- Drive high member acquisition growth by regularly adjusting and testing new marketing channels
- Analyze and report consumer behaviors and trends from within member databases
- Design, build and maintain social media presence through marketing initiatives and bespoke strategies
- Write high quality supporting marketing communications content when required
- Manage marketing budget to optimize marketing channel efficiencies
- Regular monitoring and analysis of marketing programs to provide data driven recommendations to optimize marketing activity
- Identify and implement marketing automation opportunities
- Develop a framework for testing and continuous improvement

**Product & Sales**
- Work closely with product team to understand the product roadmap, identify marketing campaign opportunities and project plan Go-To-Market campaign launches
- Collaborate with sales and product teams on acquisition and retention campaign planning, and design targeted campaigns to meet monthly and annual revenue targets
- Develop a clear understanding of consumer usage and engagement of B2C products
- Analyze and optimize the end-to-end customer experience across multiple channels and touchpoints to deliver an excellent user experience
- Identify new product and campaign opportunities through executing consumer research
- Monitor and analyze industry and competitor insights to devise new strategies to grow market share
- Grow and maintain strong relationships with existing partners
- Generate sales revenue by devising and implementing bespoke marketing campaigns for partners and internal sales teams
- Identify new target audience opportunities for sales team to target

**Budget management**
- Manage assigned marketing budget to ensure monthly invoicing and accruals are up to date
- Strong budget management and reporting skills with a commercial focus on ROI and performance

**Skills you need**:

- SEO and SEM experience
- Extensive experience with Content marketing
- Experience with Social media
- Reporting and Optimization experience

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