Brand And Segment Manager (Remote)

Patterson is looking for a talented Brand and Segment Marketing Manager to increase brand awareness and brand loyalty across key segments. Through the development of a brand and segment strategy, this role will create and distribute relevant messaging and content through paid, earned and owned channels to promote the Patterson value proposition, inspire our target segments, and influence profitable customer growth. Strategies will be informed by leveraging industry and voice of customer insights, value proposition work and internal input. This role will partner with sales to create and execute segment specific strategies and materials to increase customer engagement, expand relationships and build brand equity.

Responsibilities:

• Develop high-quality content, leveraging a storytelling model, which engages our target audience, creates an emotional brand connection and tells the Patterson differentiated story.
• From this understanding develop a brand and segment marketing strategy.
• Respond to other projects as assigned in a timely manner.
• Monitor dental industry trends while keeping an eye on competitive positioning, adjust the strategy as needed.
• Work cross-functionally with creative services (graphic designers/copywriters), channel partners and dental peers to execute the brand and segment marketing strategy/plan.
• Provide marketing reports against established KPI’s.
• Deliver brand messaging and marketing campaigns using various communication mediums and channels such as but not limited to email, web, social, video, paid digital and print /digital industry publications.
• Perform a content audit to determine what type of content is needed and how current content is performing in delivering our brand message.
• Oversee the development and on-going updates of a customer resource center, curating content into a central hub.
• Keep current and leverage the latest marketing trends.
• Conduct market research and analysis as required to support strategy development.
• Create and update web pages that support the Patterson value proposition, key segments and differentiated services.
• Lead, through a third-party partner, the Patterson Advantage publication, including editorial calendar development, customer story selection and monitoring the advertising plan.
• Manage and collaborate with agency partner(s).
• Define and maintain segment profiles with persona-specific needs.
• Understand and keep current with key business objectives, segment strategies and key motivations of the dental practitioner.
• Develop marketing materials and sales aids in print and digital forms to support the selling process of the single site and multi-location practice segments, enabling front line sales representatives.

Requirements:

• Proven experience developing a brand/ content strategy and creating targeted content.
• Ability to think creatively and innovatively.
• A minimum of 7 years of experience
• Experience working with a field-based sales organization, a plus.
• Full understanding of digital and print media channels
• Experience meeting project deadlines and achieving KPI goals while delivering positive ROI.
• Budget-management skills
• Excellent organizational skills
• Self-motivated with ability to multitask and work well under pressure.
• Strong usage and knowledge of Microsoft office suite.
• Excellent written and verbal communication skills.
• Strong collaboration skills with a willingness to listen.
• Ability to analyze data to gather insights and trends.
• A minimum of 3 years of B2B experience.
• Strong knowledge of communication practices and techniques.
• Sound knowledge/experience with search engine optimization (SEO), and search engine marketing (SEM).
• Bachelor’s degree in marketing, communications, or relevant field.

The potential compensation range for this role is below. The final offer amount would be based on various factors such as candidate location (geographical labor market), experience, and skills. $74,200.00 - $93,600.00