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The primary goal of the Campaign team is to drive pipeline and revenue. We focus on high-velocity, solution-focused campaigns that drive a large volume of high quality leads. Collaboration is vital and we work hand-in-hand with various marketing, sales, product marketing and global teams.
The Campaign Strategy Manager is responsible for crafting and leading the strategy required to meet business goals for one of Adobe’s primary B2B solutions. Setting the direction for cross-functional teams, designing marketing campaigns, understanding the audience and measuring success are key elements of the role. Through a solid understanding of our strategy, targets, audience and competition this role will be responsible for developing impactful campaigns and ensuring these are delivered across all marketing channels.
It’s important to have a good understanding of the performance and challenges of the solution this role is responsible for, including:
Product: Thoroughly understand the assigned product / solution including key benefits, features, USPs and competitive landscape.
Audience: Develop and refine the target audience including their business challenges, problems, drivers to change, functional areas and existing customer references.
Targets: Understand the Adobe business drivers including regional pipeline goals, average order value, sales cycles, conversation rates etc.
Performance: Drive and track solution performance across all activities and teams.
Identify campaigns and shape quarterly plans:
Working out the more impactful campaigns and the long term marketing strategy for the solution including:
Identify areas of opportunity and develop impactful and innovative content and campaign strategies to deliver EMEA pipeline goals for the solution.
Work with US colleagues to guide development of campaigns and content for use in EMEA. Input into request process, monitor creation and work with Campaign Manager on execution plan.
Work with creative agencies to develop new EMEA campaigns and content as the need arises.
Ensure all new content is used effectively across all channels to maximise impact.
Guide campaign execution:
Make sure that the campaign is thoroughly planned and collaborators are aligned before briefing in to the Campaign Manager for execution.
Develop objectives and pipeline forecasts for campaigns.
Define high level audience strategy for targetting.
Create and refine campaign ‘big idea’ and messaging by working with product marketing, field marketing, sales, BDR and other SMEs.
Work closely with Campaign Managers to bring campaigns to fruition. Brief high-level campaign plans in and work together to agree execution plan.
Campaign tracking and reporting:
Making sure campaigns are effective is vital. There’s a lot we could do but we need to prioritise those that are going to have the best impact!
Monitor campaign execution milestones and progress to ensure successful delivery on time and within budget.
Work with Campaign Manager and Campaign Ops to regularly review campaign performance and adapt as needed. Reporting of campaign metrics, sharing campaign insights and calculating return on investment.
Analyse engaged audiences and assess segmentation, targeting and positioning.
Identify areas for strategy optimisation and refinement to further improve performance.
The ideal candidate for this position will have prior experience in B2B software. They need to have strong experience in campaign strategy or campaign management in a demand generation focused role. Communication and writing skills need to be excellent and they need the technical proficiency to quickly learn about new products. Also attention to detail, natural collaboration, influencing and persuading skills and a focus on driving tangible results.
Proven experience working within B2B campaign strategy and execution.
Detailed understanding of B2B buyers’ business challenges and decision-making as well as experience working with B2B sales and marketing funnels and terminology.
Loves collaboration and actively seeks, builds and cultivates mutually beneficial relationships across all areas of the business.
Excellent attention to detail, well organised, and able to lead multiple projects simultaneously with a positive approach.
Strong analytical skills and ability to interpret data, analyse program effectiveness, identify trends and optimise performance.
Shown success building B2B marketing funnels and scaling profitable demand.
Excellent written communication and able to come up with themes and messaging for new campaigns.
Experience of coming up with innovative ideas and working well with agencies to create and launch high-profile, impactful campaigns.
Adobe is an equal opportunity and affirmative action employer. We welcome and encourage diversity in the workplace regardless of gender, race or color, ethnicity or national origin, age, disability, religion, sexual orientation, gender identity or expression, veteran status, or any other characteristics protected by law.
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