Senior Demand Generation Strategist

VER Marketing

Competition No.  -    A100146618
Closing Date  -    Will remain open until filled.

Reporting to the Director of Marketing, Development and Demand Generation, we are looking for a “think outside the box” Strategist, who is a highly curious marketing professional with a high acumen for demand generation, analytics, and marketing operations. In this role, you will lead, grow and develop our acquisition strategy across all online and offline channels. These channels include email, paid search, display, content syndication, retargeting, direct mail, and others to drive brand amplification and lead generation efforts.

The ideal candidate should possess a unique blend of marketing strategy with a passion for data, marketing technology, and storytelling that leads to engagements and ultimate conversions. The Demand Generation Strategist thrives in a fast-paced environment and will be responsible for the development and execution of demand generation programs and campaigns in support of the university’s brand health, revenue and growth goals.

You are eager to expand the University of Alberta’s market awareness, educate and generate student engagement, champion donor and Alumni conversion strategies, and ultimately build a pipeline to exceed our revenue targets. You will work closely with Marketing department leaders (Directors of Marketing, Development and Demand Generation, Brand and Recruitment Marketing, Research and Insights, and Director of Digital and Creative) to define an ambitious strategy and ensure we are developing the right tools and talent to drive pipeline growth.

This person will:

  • Create and execute an integrated, multi-channel marketing strategy through a process of design, measurement, and analysis
  • Develop demand generation programs while working cross-functionally across the institution. 
  • Create and execute integrated campaigns for digital and offline channels that convey the U of A’s messaging and positioning to drive engagement and/or revenue for all market and consumer segments.
  • Lead, motivate, mentor other marketing team members on the discipline of demand generation.
  • Develop demand generation KPIs in partnership with the Marketing team and cross-functional leaders.
  • Own the content and consumer journey for our prospects in coordination with Marketing, Brand, Communications, Social and Digital to drive conversions.
  • Forecast, measure, analyze, and report the impact of campaign and demand activities on customer pipeline, revenue, and demand funnel velocity.
  • Optimize, innovate and drive efficiencies across marketing technology portfolio applying an experiment, measure, and fail fast mindset.
  • Monitor, analyze, and work with Marketing and Communications to execute marketing programs, conduct A/B testing, and optimize always-on digital campaigns to ensure strong ROI
  • Build a next-generation marketing operational tech stack and actional reporting insights that inform across all campaigns, programs, and content
  • Own metrics and reporting for all digital efforts including lead generation, conversion rates, pipeline contribution and awareness metrics.
  • Create a best-in-class marketing campaign structure focused on pipeline contribution and growth.
  • Understand the entire customer journey and execute best practices to engage prospects through the demand generation funnel.
  • Measure the effectiveness and impact of demand creation actions
  • Assists in the coordination of internal resources, external agencies, and digital platform owners that are needed.

Required Skills / Special Qualifications:

  • Bachelor's degree in digital marketing, marketing, communications, business or a related field, or equivalent experience other related course or certificates or equivalent years of related work experience
  • 10+  years of professional marketing experience
  • 3+ years of hands-on experience in all aspects of Demand Generation. You own the process from start to finish - from the initial strategy to planning, designing, and implementing the programs and then measuring the outcome
  • Revenue-centric marketer with proven track record of success, directly resulting in conversions and new consumers
  • 5+ years’ of B2C & B2B  experience managing demand generation across online and offline channels, demonstrating significant measurable results.
  • Experience building programs within a Marketing Automation Platform like Hubspot or other SaaS.
  • Strong analytical skills with a proven track record in making data-driven decisions to continually optimize performance and determine future investments
  • Strong reporting capabilities in tracking campaign performance and making recommendations to increase conversion rates.
  • Creative hands-on marketer with a passion for demand generation
  • Proven experience of coordinating work across multiple internal/external resources.
  • Highly collaborative with a strong track record of planning, building, and managing campaigns
  • Excellent verbal and written communication skills.
  • Self-starter and entrepreneurial mindset
  • Strong digital marketing technical skills, including web content management, marketing automation, SEO, SEM, social media, and Google Analytics
  • Knowledge of current best practices and new strategies for digital and lead generation marketing
  • A creative thinker with proven ability to effectively execute integrated and streamlined marketing programs
  • Ability to collaborate, build relationships, and drive results across teams and at all levels of an organization
  • Experience with event marketing or event technology experience is a plus.
  • Understands market trends, the vendor landscape, competitive activity in order to stay current with industry skills, trends and emerging tactics

In accordance with the Administrative and Professional Officer Agreement, this is a full-time continuing position offering a comprehensive benefits package with a salary range of $69,627 to $116,043. Salary will be commensurate with experience and qualifications.

We thank all applicants for their interest; however, only those individuals selected for an interview will be contacted.

While this position welcomes applications from the public, please note that preference will be given to current employees at the University of Alberta. Please indicate your internal status using the "Advertisement" drop down menu when applying.

COVID-19 Vaccination: Proof of full vaccination against COVID-19 in compliance with the University’s COVID-19 Vaccination Directive. Fully Vaccinated means a status an individual achieves 14 days after having received the recommended number of doses of a COVID-19 vaccine approved by Health Canada or the World Health Organization, and requires the individual to maintain the recommended number and type of vaccine doses as updated and required by Health Canada thereafter.

How to Apply

Apply Online

Note: Online applications are accepted until midnight Mountain Standard Time of the closing date.

The University of Alberta is committed to an equitable, diverse, and inclusive workforce. We welcome applications from all qualified persons. We encourage women; First Nations, Métis and Inuit persons; members of visible minority groups; persons with disabilities; persons of any sexual orientation or gender identity and expression; and all those who may contribute to the further diversification of ideas and the University to apply.