Director of Customer Engagement Marketing

Flowserve is recognized as a world leader in supplying pumps, valves, seals, automation, and services for the world's most critical applications. Our products and services are used in several distinct industries including oil, gas, chemical, power generation, as well as a number of other industires.

The Director of Customer Engagement Marketing is responsible for leading and designing multi-touch demand creation programs that leverage both inbound and outbound tactics. This leader develops strategies and leads activities that drive customer awareness and preference as measured by retention, loyalty, advocacy, growth and community participation for Flowserve. He or she collaborates with product management, industry marketing, and sales on customer planning, execution and ongoing program measurement/communication. Specific responsibilities include allocating budget, selecting targets, determining the tactical mix, designing offers and calls to action, and setting individual program goals and measurement criteria. Additional responsibilities include managing external agencies and internal resources, creating demand creation programs “in a box” for direct and indirect sales, and building/managing shared demand creation processes with inside/field/channel sales. Demonstrated ability to leverage the power of Web technologies in demand creation is essential. This role works in partnership with multiple disciplines to drive demand, including sales, communications, product/solution marketing and field/regional marketing.

• Develop and execute measurable demand creation programs that drive revenue through direct and indirect sales teams
• Work with product/solution marketing to establish a common campaign framework for the global marketing community to leverage
• Interlock with regional field sales leadership to ensure agreement on priorities, adjusting as required by changing market conditions and emerging opportunities
• Lead digital resources to ensure that inbound traffic can be converted into known leads through a best-in-class Web experience
• Implement testing methodologies to enhance the demand creation process, including response and conversion rates and multivariate testing
• Define the end-to-end lead management process in conjunction with sales operations and marketing operations, including lead capture, nurturing via portfolio marketing, and service-level agreements (lead definitions, lead acceptance/rejection reasons and disqualification reasons that feed into appropriate nurture streams when applicable)
• Forecast, measure, analyze and report on the impact of demand creation activities on sales pipeline, revenue and sales cycle length
• Evaluate, select and manage outside vendors that contribute to demand creation programs including direct marketing agencies, search engine optimization
• (SEO) experts, designers, copywriters, email providers and list brokers
• Juggle multiple projects in a dynamic, high-pressure environment
• Manage and adhere to budget

Success Metrics

• Web/Internet marketing/reputation management
• Demand waterfall conversion metrics (inquiry to marketing qualified lead, marketing qualified to sales accepted lead, sales accepted to sales qualified lead, sales qualified lead to close)
• Percentage of pipeline uniquely sourced
• Percentage of pipeline influenced
• Percentage of revenue sourced
• Database growth
• Response metrics (delivery, opens, clicks)
• Cost per inquiry, cost per lead, cost per won deal
• Program utilization (when a shared service)

• Must have a Bachelor’s Degree; MBA is preferred.
• Must have 10 – 15 years of marketing experience
• Must have 3 – 5 years of budget management experience ($5-$10M). This includes experience with multi-million budget across multiple campaigns with different direct reports.
• Must have experience managing direct reports
• Must have extensive experience with b-to-b demand creation experience
• Must have 5 or more years of b-to-b digital/inbound marketing including Web and content marketing, ability to leverage social media to seed demand, search engine optimization/ search engine marketing (SEO/SEM), association marketing and content syndication
• Must have experience with reporting and analysis tools. Marketing automation, Web content management, Web analytics and business intelligence
• Building and managing a shared demand waterfall with sales
• Proven record of supporting sales to meet or exceed pipeline and revenue targets
• Excellent communicator with proven ability to clearly convey complex ideas and data in written, presentation and spoken formats to a variety of audiences
• Demonstrated strong listening, information gathering and empathy skills for uncovering and defining deliverables, needs and outcomes
• Experience creating and implementing proven successful, seeding, demand creation, lead nurturing and pipeline acceleration programs
• Team player with cross-functional project leadership skills
• Demonstrated skills in positioning and differentiating products and services
• Highly motivated individual who thrives in a fast-paced team environment and is readily adaptable to changing market and organizational requirements