Marketing Specialist (Acquisition - Embedded Expert)

Overview:

The Marketing Specialist is primarily responsible for defining, developing, and activating go-to-market strategies to drive the acquisition of the right mix of new Maya users from all available consumer products and channels. This role is within the Consumer Growth and Ecosystem Function, and the incumbent works closely with Consumer Solutions, Product, Business Development, Sales, and Other Marketing Teams to drive strategic thinking and implementation of key initiatives and campaigns to achieve respective business OKRs. This individual also plays a key role in idea generation, project management, execution, and measurement of go-to-market programs and initiatives.   

What you will do:

• Drive low-cost and effective acquisition from existing and new channels by working through Sales, CLM, Marketing, Strategic Partnerships, and BU Teams, and ensuring initiatives are per Growth’s defined strategy
• Work closely with the Head of Acquisition to identify insights, trends, and key growth opportunities, co-develop action plans/ programs/ campaigns to achieve business targets, and align resources to support go-to-market activities in response to business needs for new user acquisition.
• Build a deep understanding of the various customer segments (personas, cohorts, journey mapping) to clearly define positioning with key segments and strategically develop campaigns to drive value and meet business targets.
• Champion customer-centric acquisition strategy and go-to-market plans to Commercial Leadership and cross-functional stakeholders (e.g., Business Product/ UX, Marketing Capabilities Teams, etc.) to get buy-in and enable program implementation.
• Collaborate closely with Mesh counterparts for strategic discussions and implementation of core programs and initiatives, primarily for tactical growth and marketing campaigns, from market insight/ research, campaign conceptualization, business case development, campaign implementation (promo onboarding, creative development, CLM, and media implementation), to monitoring and optimization. 
• Measure and evaluate marketing and program effectiveness via data analytics and tools and recommend optimizations to achieve core business OKRs.
• Leverage Maya’s Ecosystem and collaborate with Sales (Maya Business and Maya Center) and Business Development Teams to conceptualize/ support initiatives that cater to distribution channels and key accounts (i.e., co-marketing opportunities) to further drive acquisition and retention
• Build knowledge of the competitive environment– from trends, products, technologies, regulations, and competitor activities; and leverage this to knowledge for campaign development and business strategies. 
• Provide insights and inputs to UX/ product, tools, and process improvements to enhance customer journey and ways of working efficiencies.