Marketing Manager

Owned Channels & Messaging | Tempe, AZ (Hybrid)

The organization is shifting from marketing its products to marketing to its audiences — the professionals it serves at every stage of their career, and the organizations that employ them. This role is how that shift gets executed.

You will own an assigned audience segment and the products that serve it. You take our annual strategy and turn it into a real plan — a message platform, a campaign calendar, a channel mix, and numbers you are accountable for — and then you build and run it. You are the person who writes the creative brief, decides what the email says, argues about the headline, and reads the report on Monday to find out whether you were right.

Your primary levers are our owned channels: email, website, organic social, search and lifecycle nurture. Our paid media is executed by an agency — you direct it, you don’t run it.

This is a hands-on manager role reporting to the Senior Marketing Manager. You will not manage people. You will manage plans, channels, agencies and outcomes.

Translate strategy into an executable plan.

Take annual goals and segment strategy and build the marketing plan for your audience: objectives, message platform, campaign calendar, channel mix, budget and success metrics. Bring it forward, defend it, and revise it quarterly against performance.

Run the organic engine.

Email, website content, SEO, organic social and nurture are your core channels. You own the calendar, the copy, the audience segmentation, the testing plan and the results.

Build it in Hub Spot yourself.

You are proficient in Hub Spot and work in it daily — building campaigns, emails, landing pages, forms, lists and segmented sequences, setting up workflows and nurture logic, and pulling your own reporting. You know how our data is structured, you keep it clean, and you can tell us what the platform is and isn’t telling us.

Develop messaging that resonates.

Build the message platform for your segment — what we say, to whom, and why they should care — grounded in persona research, competitive context and the language customers use. Translate product features into audience outcomes. If our marketing still reads like a product catalog, that is yours to fix.

Write the creative brief.

Produce briefs clear enough that internal designers, writers and outside agencies can execute without a second meeting. Review work against the brief. Send it back when it misses.

Direct paid, don’t execute it.

Define the audience, objective, offer, message and asset requirements for paid campaigns. Review performance with our agency and make the recommendation on where the next dollar goes.

Measure and adjust.

Build and track your campaigns in Hub Spot, report results in plain language and change the plan when the data says to.

Work across the organization.

Partner with Product, Content, Publications, Education, Corporate Services and Membership. Much of this job is earning alignment from people who do not report to you.

• Your segment has a written, current marketing plan tied to revenue and audience goals — and your peers can describe it back to you.
• Audience growth and engagement in your segment improve against a measured baseline: list growth, engaged contacts, content consumption, event and program participation.
• The product lines in your portfolio hit their revenue targets, with clear line-of-sight from campaign to result.
• Our messaging to your audience is consistent across email, web, social and paid — and reads like it was written for a person, not a product line.
• Briefs go out complete, and creative comes back usable the first time.
• You bring recommendations, not open questions, to…