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Director, Direct marketing – Database and Nurture

Department: Marketing
Location: Toronto

If you an experienced B2B marketer with proven and innovative strategies to acquire leads, then this is the role for you!

We are looking for a Director, Direct Marketing – Member Acquisition to develop and execute strategies for generating leads from email marketing to a database of purchased and sourced contacts. An expert at email marketing, campaign design and management, the person in this role will develop and execute strategies to increase lead volume, improve conversions and contribute to increased revenue.

The Director, Direct Marketing – Member Acquisition (Database & Nurture) will build strategies, drawing on deep email and direct marketing experience, that best leverage our existing tools and builds campaigns and processes that will lead to exponential growth in the organization’s lead volume and revenue. The role will collaborate with supporting teams (creative, development, research, sales operations), and vendors to launch campaigns on time and on budget. 

Role Scope / Responsibilities:

  • Develop, execute and iterate programs for generating leads from a database of purchased contacts to exponentially increase lead volume and drive market share growth.
  • Segment data and build customized, personalized, and targeted campaigns
  • Develop a lead scoring approach that channels warm leads to sales and nurture those that are top of funnel
  • Implement a testing methodology (A/B and multivariate) and analyze results to uncover insights to continually improve conversions.
  • Develop high converting landing pages, employing testing and optimization tactics to ensure continuous improvement
  • Develop database strategy to optimize contact frequency, reduce list fatigue and create optimal contact cadences for prospects and nurtured leads.
  • Leverage marketing automation and sales enablement tools including Pardot and SalesLoft to increase conversions from emails to meetings.
  • Develop and test compelling messaging to improve overall conversions.
  • Establish and maintain strong communication channels with key stakeholders, updating and providing regular updates
  • Work with other members of the marketing team to ensure consistency in messaging and client experience
  • Develop integrated campaigns to maximize impressions and touch points for each campaign

Education, Experience and Skills:

  • BA/BCOM or degree in marketing or a related field.
  • 7-10 years’ proven work experience in direct / email marketing and lead generation in a B2B environment
  • Expertise in email marketing and campaign management.
  • Landing page development and conversion optimization
  • Stakeholder management.
  • Strong analytical skills and data-driven thinking.
  • Ability to translate complex concepts into compelling, converting copy
  • Creativity and a strong desire to continually improve results
  • Experience in B2B subscription services environment highly preferred.
  • Experience in content marketing highly preferred.
  • Working knowledge of Salesforce.com and integration with leading marketing automation tools highly preferred.
  • Experience working with an agency
  • Experience marketing to a senior IT audience is desirable.
  • Proven experience developing integrated marketing campaigns

ITRG is an equal opportunity employer committed to diversity and inclusion. We are pleased to consider all qualified applicants without regard to race, color, religion, sex, national origin, age, disability, or any other legally protected factors. To that end, upon request, ITRG will ensure, to the extent possible, that accommodation be made available to applicants throughout the recruitment and hiring process.

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