Digital Marketing Advisor- B2B

As a leading global animal health company, Elanco delivers innovative products and services to improve the health of pets and farm animals around the world because we believe making animals’ lives better, makes life better. Since 1954, we have provided solutions that support veterinarians, farmers and pet owners to advance our vision of Food and Companionship Enriching Life. Elanco’s promise to employees: Together, we foster an inclusive culture where everyone can make a difference, encouraging ownership, growth and well-being.

The Strategic B2B Digital Marketing Advisor is responsible for the thought leadership, strategy, planning development, and implementation of Elanco’s email digital B2B campaigns.  This role will play a critical role shaping Digital e-mail Marketing Transformation and helping establish the foundational framework, campaign strategy, and reporting to maximize the value of the Veterinary customer experience with Elanco. This role will work cross-functionally with the Vet Engagement Global team, an agency of record, Elanco IT, Salesforce.com personnel, and Sales and Marketing leaders.

Thought leadership

• Forward-thinking to build, expand and extend Elanco’s digital e-mail marketing ecosystem. Design a roadmap and trigger engagement by identifying digital engagement trends and transformative efforts focused on change management for successful campaigns.

• Take ownership of strategic customer journeys including customer insights, end-to-end project deployment, monitoring performance, with bias to action through experimentation to scaling.

Operationalize to scale

• Proven experience with Agile – Scrum methodology to manage resources and outputs, drive best-value return and efficiency of the product. Shaping end-to-end acumen and backlog,  supporting Elanco’s efforts to elevate commercial excellence.

• Work with Elanco cross-functional team to setup foundational framework and operating model between Veeva CRM/Salesforce Marketing Cloud/ Marketing Agencies and sales & brand leaders to accelerate transformation and successfully setup and execute campaigns in Salesforce Marketing Cloud

Driving campaign strategy

• Create pilot campaigns (ex. Lifecycle journeys, triggered campaigns, etc.), Managing A/B testing processes to test and learn and translating outcomes into actionable strategies.

• Enable digital product launch deployment to develop user journey attributes and deep personalization approaches that secure differentiation in the marketplace.

• Drive campaign design and development in partnership with launch/brand/portfolio leaders to optimize marketing and sales rep engagement and customer impact.

• Identifies new channel and Salesforce Marketing Cloud capabilities and delivers strategy roadmap and training/change management for inclusion of capabilities into model framework

• Advising on content strategy, sharing and applying best practices

• Identify target audiences and personalized communications strategies

Reporting/KPIs

• Use reporting tools (ex. Google Analytics 360, SFMC, Tableau, etc.) to quantify campaign performance and measurable outcomes.

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• Bachelor’s degree or equivalent experience

• 5+ years of experience in email marketing

• Experience with email marketing automation platforms (Salesforce Marketing Cloud +)

• A successful candidate is a strategic marketing professional

• Understand business-to-business communication and how to produce thought leadership that differentiates from competitors.

• 5+ yrs. experience in digital/content marketing initiatives including metric-based marketing programs

• Experience with Customer Lifecycle Journey development to deliver customer engagement across the buyer’s journey.

• Experience with monitoring campaign performance

• Experience identifying areas for campaign optimization and communicating recommendations to business partners.

• Experience with process documentation and SOP definition.

• Experience steering campaign strategy to align communications across multiple channels.

• Ability to direct impactful engagement messaging at each stage of the buying cycle from acquisition and lead generation to conversion.

• Exposure to technology platforms for content distribution, mobile technologies, digital merchandising, digital design, user experience, digital marketing, and CRM.

• Understanding of how customer behaviors and technology are impacting animal health and make recommendations for improvement/innovation.

• Experience working with and coordinating with digital agencies.

• Strong interpersonal, analytical, problem solving, negotiating, influencing, facilitation, organizational, prioritization, decision-making, and conflict resolution skills.

• Understanding value of a CRM tool and how to incorporate in an omnichannel digital strategy.

Elanco is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status