Demand Gen Sr. Specialist (Adobe AJO & CDP)

Job Overview

Komatsu is embarking on an enterprise-wide initiative to transform our digital experience. This role will be responsible for executing digital demand generation strategies to help build a strong brand presence online, and ultimately increase brand awareness, website visits, online sales and leads.

Primary responsibilities include creating and executing strategies to generate online demand, engage a wide range of audiences, and executing multi-channel campaigns from ideation through to delivery. You will be working in close collaboration with global headquarters and regional marketing teams , business segments and marketing communication teams on digital strategy and content development. You will be responsible for leveraging Adobe Journey Optimizer, Adobe Target and CDP to build and execute campaigns. Developing a foundational knowledge of business objectives and our digital channels will be key to increasing leads and online sales that attribute revenue and brand value for the organization.

This role will be required to be on-site 2-3 days a week in our office in Milwaukee or Chicago.

Key Job Responsibilities

Content collaboration: Proactively collaborate with global content teams to create engaging content that speaks to the target audience and nurture leads through the funnel, populating digital channels; web, e-mail and online ads

Campaign execution and personalization:

Organize and execute targeted and personalized campaigns across channels, including web, email, social, paid-digital advertising, SEM, etc.
Optimize campaign processes, from strategy, to brief, pre-activation, activation to delivery of campaigns through continuous improvement
Align campaign hierarchy/taxonomy from concept to execution to report out on the campaign outcomes tied to the goals of the organization
Build and manage a funnel and campaign calendar to track campaigns across different businesses and customer segments and personas
Create personalized web components using Adobe Target
Create and manage A/B tests for new components and campaigns to find optimization opportunities using Adobe Target
Build contact segments and audiences using Adobe Target and CDP

Cross-functional collaboration:

Work cross-functionally with other members of the marketing communications teams including marketing managers, graphic designers, and copywriters to design, execute and iterate on campaigns
Partner with sales and IT to drive CRM adoption, lead assignment, conversion, and opportunity management

Data analytics and reporting:

Own marketing campaign dashboards, KPIs, ROAS and metrics, providing feedback and insights to marketing and business teams for campaign improvements
Create reports and dashboards in Adobe Analytics

Lead capturing and nurturing:

Establish a lead capture funnel to track the performance of campaigns and digital channels
Use data-driven insights to identify opportunities for campaign optimization, and improvement of website traffic, online orders, and lead generation

Digital channel and tools management:  

Act as administrator and SME of our digital channels and tools (e.g. marketing automation, LinkedIn advertising, web analytics, SEMrush, tagging process) for lead generation and tracking campaign and program performance.
Implements strategies to improve organic visibility and managing paid search (PPC) campaigns to drive traffic and leads.

Ongoing learning and innovation:

Stay updated on industry trends, new marketing technologies, and emerging strategies to continuously improve demand generations tactics
Experiment with new tools, strategies and digital channels to stay ahead of the competition.

Qualifications/Requirements

• Bachelor’s degree in marketing, business, communications, or a related field
• Minimum of 5 years of lead generation experience in a B2B and B2C marketing department preferably in a corporate environment
• Minimum of 5 year with hands on experience using marketing automation tools, SEO, SEM, social media, online advertising
• Minimum 2 years working with Adobe Target, Adobe Journey Optimizer (AJO) , CDP, AEM
• Experience implementing on-site personalization based on a user’s profile settings
• Experience implementing A/B testing using Adobe Target
• Experience building marketing dashboards with data visualization tools using Adobe Analytics
• Experience executing marketing automation with Adobe Journey Optimizer and CDP
• Experience with building lead generation processes, from lead capture all the way to qualification and opportunity management
• Familiar with UX best practices, landing page creation, responsive design and mobile first layouts
• Familiar with usability testing practices and methodologies
• Familiar with HTML/CSS
• Excellent project management and communication skills

• Strong organizational and presentation skills; ability to handle multiple tasks, meet deadlines and manage priorities, present, and share strategies, working across organizational teams to deliver results.

Additional Information

• Office environment in a hybrid work setting.