Senior Marketing Manager, Account-Based Marketing (ABM)

Location:

We are seeking an experienced and dynamic Account-Based Marketing (ABM) lead to join our commercial and institutional marketing team. This individual will be responsible for designing, implementing, and optimizing ABM strategies to build strong relationships with prospective accounts and drive revenue growth. The ABM lead will work closely with the commercial bank go-to-market team, line of business marketing managers, other stakeholders, and product teams when relevant to align strategies to ensure successful execution of ABM initiatives. Additionally, the ABM lead will manage relevant third-party vendors and align and support email journey efforts partnering with our email team to enhance engagement and nurture relationships with prospects and clients.

Key Responsibilities:

1. Develop ABM strategies:

• Design and execute comprehensive ABM strategies targeting high-value accounts.
• Collaborate with sales and marketing teams to identify key accounts and develop personalized marketing plans.
• Use data and insights to create tailored content and campaigns that resonate with target accounts.

2. Account segmentation and targeting:

• Work with LOB partners to identify and segment key accounts based on business objectives, potential revenue, and strategic alignment.
• Use advanced analytics including Adobe Analytics and Demand base to understand where clients/prospects are in their sales journey including account behavior and preferences for precise targeting.

3. Campaign management:

• Plan, execute, and manage multi-channel ABM campaigns across digital, social, email, events, and other channels.
• Monitor and optimize campaign performance, adjusting tactics as needed to achieve objectives.
• Coordinate with creative teams to develop engaging content tailored to specific accounts.

4. Collaboration with Go-To-Market Team:

• Partner with GTM to align ABM efforts with sales goals and strategies.
• Facilitate regular communication between marketing and GTM to ensure seamless execution of ABM programs.

5. Email journey work and marketing automation:

• Create highly personalized and targeted marketing campaigns.
• Develop segmented email workflows and tailored content to nurture high-value accounts aligned with ABM strategies.
• Optimize email journeys based on performance data and user behavior insights.

6. Measurement and reporting:

• Define key performance indicators (KPIs) and metrics to track the success of ABM initiatives.
• Analyze campaign data to measure the effectiveness of ABM efforts and provide actionable insights.
• Prepare regular reports for management, highlighting key achievements and areas for improvement.

7. Market research and competitive analysis:

• Stay updated on industry trends, competitor activities, and market opportunities.
• Use insights to refine ABM strategies and maintain a competitive edge in the market.

8. Stakeholder management:

• Build and maintain strong relationships with internal stakeholders, including marketing, GTM, product, and leadership teams.
• Communicate ABM plans, progress, and results to stakeholders, ensuring alignment and buy-in.

9. Budget management:

• Manage the ABM budget, ensuring effective allocation of resources to maximize ROI.
• Track spending and provide regular budget reports.

Qualifications:

• Bachelor's degree in business, marketing, or related/relevant field
• 5+ years of experience in marketing, with 2-3 years in account-based marketing or a similar role
• Proven track record of successfully developing and executing ABM strategies for large, complex organizations.
• Experience with Salesforce Marketing Cloud or similar marketing automation platforms.
• Strong understanding of B2B marketing and sales processes.
• Excellent analytical skills, with the ability to interpret data and make data-driven decisions.
• Exceptional communication and collaboration skills, with the ability to influence and align cross-functional teams.
• Highly organized, with the ability to manage multiple projects and deadlines simultaneously.
• Experience in the financial services industry, and/or investment banking a plus, but not required.

COMPENSATION AND BENEFITS

This position is eligible to earn a base salary in the range of $92,000 to $100,000 annually depending on location and job-related factors such as level of experience. Compensation for this role also includeseligibility for short-term incentive compensation and deferred incentive compensation subject to individual and company performance.

Please click here for a list of benefits for which this position is eligible.

KeyCorp is an Equal Opportunity and Affirmative Action Employer committed to building a diverse, equitable and inclusive culture. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status or other protected category.

Qualified individuals with disabilities or disabled veterans who are unable or limited in their ability to apply on this site may request reasonable accommodations by emailing HR_Compliance@keybank.com.