Director, Industry Marketing - Communications and Digital MediaEquifax Inc - Atlanta, GA
Equifax is a global leader in consumer, commercial and workforce information solutions that provide businesses of all sizes and consumers with insight and information they can trust. Equifax organizes and assimilates data on more than 600 million consumers and 81 million businesses worldwide. The company's significant investments in differentiated data, its expertise in advanced analytics to explore and develop new multi-source data solutions, and its leading-edge proprietary technology enable it to create and deliver unparalleled customized insights that enrich both the performance of businesses and the lives of consumers. Headquartered in Atlanta, Equifax operates or has investments in 19 countries and is a member of Standard & Poor's (S&P) 500® Index. Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. In 2013, Equifax was named a Bloomberg BusinessWeek Top 50 company, was #3 in Fortune's Most Admired list in its category, and was named to InfoWeek 500 as well as the FinTech 100. For more information, please visit www.equifax.com. Equifax is an equal opportunity employer and a drug-free workplace. All qualified applicants will receive consideration for employment without regard to race, color, gender, sexual orientation, gender identity or expression, religion, national origin, marital status, age, disability, veteran status, genetic information, or any other protected status.
Equifax, a global company headquartered in Atlanta, solves complex problems for customers by delivering unique insights that matter to them. Coupled with differentiated data assets, analytics, technology and expertise, Equifax has the ability to deliver those insights at the moment they are needed most—in store, on the Web, over the phone, in a marketing campaign or via business intelligence applications. The Equifax goal is to help customers achieve maximum value across their business, throughout their customer lifecycle and across their operations.
An Industry Marketing Director – Communications and Digital Media is responsible for developing and telling a story about an organization’s capabilities with regard to a particular vertical or subvertical segment. He or she creates the Communications and Digital Media industry marketing strategy and plan on behalf of the organization, coordinates a variety of marketing execution resources (internal and external) to carry out the plan, and ensures that sales resources understand the industry. He or she will work cross-functionally, unifying and motivating peers from different teams (e.g. product management, vertical marketing, product marketing and sales).
Industry Marketing Strategies:
Devise industry/thought leadership marketing ideas for how the segment/industry/capability will be expressed to the marketplace including but not limited to:
Monitor industry trends (e.g. industry regulations, technology trends, macroeconomic conditions, business processes, challenges) and terminology, and act as an industry subject matter expert
Conduct market and customer research to gather data and insight about target personas, messages and themes and overall market position
Portfolio Marketing Plans:
Contribute to the Communications and Digital Media portfolio marketing plan, to ensure industry marketing plans support the major themes that will be communicated into target markets, buyers, the industry landscape and key issues.
Develop and leverage an in-depth understanding of customer needs within the segment/industry
Understand the demand type within an industry (new concept, new paradigm, established market)
Identify target accounts within the industry
Build industry-specific buyer personas, or refine existing buyer personas based on industry knowledge
Messaging, Content and Events:
Create and execute of content strategies that encapsulate effective audience-centric messaging and value propositions.
Write or curate content in the industry vernacular (e.g. playbooks, case studies, blog posts, sales training materials)
Write, finalize and socialize the following assets including but not limited to:
Prospective (POV) Papers / Whitepapers
Collateral and product packages
Social media plans and tactics
Web pages/Digital Assets
Developing and Conducting Webinars
Create demand by planning/leveraging a range of events that are targeted at various audiences and buying roles
Determine which events to attend or organize, justify budget spend and ensure objectives are set and met at all events
Create a need-based theme and pre-determined program objectives in which events are one of a group of integrated, multi-touch tactics that support reputation, demand creation or sales enablement program goals.
Enable Sales to sell more via appropriate knowledge transfer and content programs ultimately increasing sales productivity. Work with the appropriate subject-matter-experts, sales training and enablement teams to understand and communicate sales engagement models to drive faster sales adoption of new offerings. Enable sales and develop sales content and activities for direct and indirect sales.
Competencies/Skills required to be successful in role:
Ability to develop strategies to drive demand and awareness within specific target segments or verticals
Easily work across business units to connect with sales resources, buyers and channel partners
Critical thinking and project management
Strong capability to define and simply communicate the positioning of Equifax in markets and segments
Excellent written and verbal skills with sensitivity to diversity of audiences including internal and external groups of varying sizes
Ability to adjust to new, changing or ambiguous situations (e.g., different management styles, new methods, systems and procedures) and changing priorities within the business and the marketplace
Initiates and takes responsibility for own development
Experience in the technology and/or data industries or working with technology and/or data-related products and services preferred
Ability to travel up to 25% as needed
Minimum of 5-7 years of experience in a B2B marketing role in a complex business environment, including extensive experience with integrated and content marketing strategies
Must have an understanding of marketing planning, product marketing, industry marketing, marketing communications, digital marketing, traditional and new marketing tactics, and channel marketing
Working in a highly matrixed organization a plus.
Bachelor's degree in marketing, finance, management or similar field required
See Job Description
12 days 15 hours ago
applyDirector, Industry Marketing - Communications and Digital Media Equifax Inc - Atlanta, GA, United States
Equifax Inc. provides information solutions and human resources business process outsourcing services for businesses, governments, and consumers. The companys U.S. Consumer Information Solutions segment provides consumer information services, such as credit information, credit scoring, credit modeling, locate, fraud detection and prevention, identity verification, and other consulting services; mortgage loan origination information, appraisal, title, and closing services; consumer financial marketing services; and identity management services. Its International segment provides information services products, which include consumer and commercial services, such as credit and financial information, and credit scoring and modeling services; and credit and other marketing products and services. The companys Workforce Solutions segment offers employment, income, and social security number verification services, as well as employment tax and talent management services. Its North America Personal Solutions segment sells credit information, credit monitoring, and identity theft protection products directly to consumers through the Internet and hard-copy formats. The companys North America Commercial Solutions segment offers commercial products and services comprising business credit and demographic information, credit scores, and portfolio analytics, which are derived from its databases of business credit, financial, and demographic information. Equifax Inc. serves customers in financial services, mortgage, human resources, consumer, commercial, telecommunications, retail, automotive, utilities, brokerage, healthcare, and insurance industries; and state and federal governments. It has operations in Argentina, Canada, Chile, Costa Rica, Ecuador, El Salvador, Honduras, Mexico, Paraguay, Peru, Portugal, Spain, the United Kingdom, Uruguay, the United States, and the Republic of Ireland. The company was founded in 1899 and is headquartered in Atlanta, Georgia.
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