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Sr. Manager, Customer Acquisition Programs - Opportunity for Working Remotely Atlanta, GA


Sr. Manager, Customer Acquisition Programs - Opportunity for Working Remotely Atlanta, GA

Sr. Manager, Customer Acquisition Programs - Opportunity for Working Remotely Atlanta, GA

VMware
Atlanta, GA 30328

Job details

Job Type

Full-time

Sr. Manager, Customer Acquisition – Growth Marketing

The Elevator Pitch: Why will you enjoy this new opportunity?

Interested in pivoting a $12B public high-tech company towards delivering innovative cloud solutions at the speed of its customers' business needs? Interested in being the first Growth Marketing demand generation leader, spearheading product-led business at VMware? Or perhaps you are searching for an opportunity to achieve results rapidly, start-up style, but have the backing of a mature company at your disposal? If you answered "yes" to any of the above, let's talk. This role is the first customer acquisition growth marketing leader, it does call the shots in the transformation of VMware, and it does have the remit to be bold, fail fast, pivot rapidly, and experiment. Not to mention that you also get to grow a team of diverse world-class marketers who swear by customer experience and problem-solving.

Learn fast, have fun, make a difference!

We are a small team, we are a new team, we work hard, move fast, and have special scissors to cut red tape. We laugh and share family/friends/pet stories a lot. We celebrate risk-taking, impertinence, and diverging opinions but we do not abide by disrespectful conduct, lack of diversity, and any behaviors that do not align to VMware's EPIC2 values. We are humans who celebrate successes with gusto and are not afraid to voice frustrations in a constructive way – as long as the end result is solving a problem.

We are here to make a difference, learn, and support each other. And we are determined to have fun along the way.

Success in the Role: What are the performance outcomes over the first 6-12 months you will work toward completing?

First 30 days – Learn about our audiences

Mandatory first step: take a deep breath!

  • Meet the team, meet the stakeholders, learn their stories, learn the objectives
  • Study our target audience practitioners and decision makers, their businesses, challenges, sought-after solutions. What does the market currently offer to them? How can VMware make their lives easier?
  • Study our prospects’ behavior, learn what drives them to engage with our products and our competitors’ products.
  • Start developing – with the customer acquisition Director - the customer acquisition strategy and tactics plan for your focus products (1-2 products) collaborating with the business group content and GTM strategy teams.

30-180 days – Begin execution

  • Ratify the plan, including marketing mix (owned, paid, organic) and key assets to be used in promotions. While we are focusing on product-led growth, we will use any asset and offer at our disposal to engage practitioners. Webinars of various technical depth, live demos – any kind of meaningful engagement, including more “traditional” tactics like events and content syndication – we will be where the practitioner can find us and in a form that the practitioner wants to consume.
  • Launch top of funnel programs. Emphasis will be on the ability to execute rapidly, learn quickly, cull non-performing activities, and test alternatives. Marketing mix includes Google AdWords, SEO, Social, webinar platforms, publisher websites, community websites (Stack Overflow, Reddit, Spiceworks and others) – anywhere users can find the use cases we serve, we should be! You will be responsible for deploying campaigns across these channels, researching new channels, and constantly optimizing.
  • Launch mid-funnel programs to convert free users to paid subscribers. Email nurture program(s), web re-targeting, community advertising, webinar and demo series – anything goes to deliver value and nudge the user towards becoming a subscriber. These programs rely on customer behavior analytics. You will emphasize quality of user communications to ensure we are not spamming; rather, we will use behavior analytics to provide the right content to the right users when they require it.
  • Track performance and report learnings regularly.

Beyond 180 days – Scale

You are familiar with our audiences’ needs, journey milestones, our processes, and objectives. You’ve got the marketing mix churning out results (they don’t have to be stellar; they have to be something we learn from and optimize), you are providing critical insights – and leads – to the business. You are a subject matter expert problem-solver who puts customer priorities first. You challenge biases and let customer behavior drive your plans.

Outcomes:

The outcome of your work is users who become customers through adoption of our products and engagement with our materials.

Key Results:

  • Benchmarks for success tracking – you get to be on the ground floor as we develop these
  • Number of freemium/trial sign ups converted to paid customers
  • Amount of pipeline and ARR associated by paid customers acquired via freemium acquisition efforts

These key results require a foundation of multiple other metrics and milestones, which you will develop with the entire team’s support and collaboration.

The Work: What type of work will you be doing? What assignments, requirements, or skills will you be performing on a regular basis?

Acquisition of net new customers: demand generation strategy definition and execution - targeting practitioners across multiple channels.

  • Planning and execution of top of funnel awareness and early engagement campaigns that create a "pull" for our audiences. You will find where our practitioners "hang out," and implement creative ways to engage them via a variety of channels, paid, organic, and earned.
  • While emphasis is on product-led business growth, any active engagement is valuable. You will establish cross-promotional ties with other marketing teams at VMware, co-develop programs, co-nurture.
  • Report on progress on a near real-time basis. You will work with the performance team to create dashboards that provide insight (not just data).
  • Collaborate with adjacent GTM teams in VMware Global Marketing, such as Field marketing, digital execution (for non-SaaS/PLG solutions), martech, website and more.
  • Educate business groups’ Product Marketing, Product Management, and executive teams on best practices, empirical behavioral evidence.
  • Hunt – with your team and the business groups - for new ways to engage our audiences. Out of the box, unexpected, and irreverent approach is a must: emphasis is on doing, measuring, failing fast, learning, pivot to do it again; rinse and repeat.

What is the leadership like for this role? What is the structure and culture of the team like?

You will report to the Director of Customer Acquisition and working closely with multiple teams.

The Team

The Growth Marketing team is centrally “located” in the CMO organization and has a direct line-of-sight into go-to-market strategy for SaaS solutions. In fact, this team is expected to contribute significantly to formulation and execution of product strategy and GTM. We expect everyone to be an individual contributor, regardless of level or title.

The Growth Marketing team is directly impacting one of VMware’s highest priorities, the transition to SaaS. Our culture is one of teamwork, diversity, equity & inclusivity with supportive ownership, and a strong desire to change what’s needed to achieve the mission.

We are a values-led organization, leading with our EPIC2 values (execution, passion, integrity, customer, and community) and holding ourselves and each other accountable for what they stand.

What are the benefits and perks of working at VMware?

You and your loved ones will be supported with a competitive and comprehensive benefits package. Below are some highlights, or you can view the complete benefits package by visiting www.benefits.vmware.com.

  • Employee Stock Purchase Plan
  • Medical Coverage, Retirement, and Parental Leave Plans for All Family Types
  • Generous Time Off Programs
  • 40 hours of paid time to volunteer in your community
  • Rethink's Neurodiversity program to support parents raising ren with learning or behavior challenges, or developmental disabilities
  • Financial contributions to your ongoing development (conference participation, trainings, course work, etc.)
  • Wellness reimbursement and online fitness and wellbeing classes

From Workday (slight tweaks)

The Elevator Pitch: Why will you enjoy this new opportunity?

Interested in pivoting a $12B public high-tech company towards delivering innovative cloud solutions at the speed of its customers' business needs? Interested in being the first Growth Marketing demand generation leader, spearheading product-led business at VMware? Or perhaps you are searching for an opportunity to achieve results rapidly, start-up style, but have the backing of a mature company at your disposal? If you answered "yes" to any of the above, let's talk. This role is the first customer acquisition growth marketing leader, it does call the shots in the transformation of VMware, and it does have the remit to be bold, fail fast, pivot rapidly, and experiment. Not to mention that you also get to grow a team of diverse world-class marketers who swear by customer experience and problem-solving.

Learn fast, have fun, make a difference!

We are a small team, we are a new team, we work hard, move fast, and have special scissors to cut red tape. We laugh and share family/friends/pet stories a lot. We celebrate risk-taking, impertinence, and diverging opinions but we do not abide by disrespectful conduct, lack of diversity, and any behaviors that do not align to VMware's EPIC2 values. We are humans who celebrate successes with gusto and are not afraid to voice frustrations in a constructive way (and an occasional vent session).

We are here to make a difference, learn, and support each other. And we are determined to have fun along the way.

Success in the Role: What are the performance outcomes over the first 6-12 months you will work toward completing?

First 30 days – Learn about our audiences

Mandatory first step: take a deep breath!

  • Meet the team, meet the stakeholders, learn their stories, learn the objectives
  • Study our target audience practitioners and decision makers, their businesses, challenges, sought-after solutions. What does the market currently offer to them? How can VMware make their lives easier?
  • Study our prospects’ behavior, learn what drives them to engage with our products and our competitors’ products.
  • Start masterminding the GTM design and execution plan collaborating with the business group content and GTM strategy teams.
  • Start hiring!

30-180 days – Execute

  • Develop – with the business group(s) and customer success team – customer journey map(s) designed to provide the best experience to the users while moving them towards deeper engagement and purchases. You will be a key contributor to the development of the outstanding customer experience from before our prospects even think of VMware through advertisement and guerilla initiatives to product engagement and purchasing.
  • Launch programs. Emphasis will be on the ability to execute rapidly, learn quickly, cull non-performing activities, and test alternatives. Manage stakeholder expectations.
  • Once performance data begins to flow, develop – with the behavior and business performance analytics team – the model to inform investment decisions (reverse funnel) and to maximize customer engagement.
  • Report on performance and learnings regularly.
  • Onboard new team members and begin to scale. Continue building relationships with stakeholders.

Beyond 180 days – Scale

You are familiar with our audiences’ needs, journey milestones, our processes, and objectives. You are an active participant in product-led growth strategy development, optimization of VMware’s GTM model, and customer experience improvement initiatives. You are hiring problem-solvers and independent thinkers who roll up their sleeves and put customer priorities first. You now have a base from which to build a growth marketing engine at scale!

The Work: What type of work will you be doing? What assignments, requirements, or skills will you be performing on a regular basis?

Acquisition of net new customers: demand generation strategy definition and execution - targeting practitioners across multiple channels.

  • Design and execution of top of funnel awareness and early engagement campaigns that create a "pull" for our audiences. You will find where our practitioners "hang out," and design creative ways to engage them via a variety of channels, paid, organic, and earned.
  • While emphasis is on product-led business growth, any active engagement is valuable. You will establish cross-promotional ties with other marketing teams at VMware, co-develop programs, co-nurture.
  • Report on progress on a near real-time basis. You will work with the performance team to create dashboards that provide insight (not just data).
  • Collaborate with adjacent GTM teams in VMware Global Marketing, such as Field marketing, digital execution (for non-SaaS/PLG solutions), martech, website and more.
  • Educate business groups’ Product Marketing, Product Management, and executive teams on best practices, empirical behavioral evidence. Collaborate on business planning and pursuit of objectives.
  • Manage program and employee investments – you are expected to evaluate whether we have enough resources to achieve our goals on a consistent basis and maintain analysis of capacity gaps.
  • Hunt – with your team and the business groups - for new ways to engage our audiences. Out of the box, unexpected, and irrevernt approach is a must: emphasis is on doing, measuring, failing fast, learning, pivot to do it again; rinse and repeat.

What is the leadership like for this role? What is the structure and culture of the team like?

A Director at VMware is a high-authority, high-responsibility, and high-autonomy role expected to be laser-focused on outcomes, collaboration, and innovation. You have a growth mindset, emotional intelligence, and gravitas to influence stakeholders, customers, and peer teams. You have passion and are an advocate of your team, whom you mentor and coach on their career journeys. You give and accept feedback gracefully and tackle difficult situations with poise, integrity, and empathy. You are growing, learning, inspiring – and embracing the culture of diversity, inclusion and opportunity!

The Team

The Growth Marketing team is centrally “located” in the CMO organization and has a direct line-of-sight into go-to-market strategy for SaaS solutions. In fact, this team is expected to contribute significantly to formulation and execution of product strategy and GTM. We expect everyone to be an individual contributor, regardless of level or title.

The Growth Marketing team is directly impacting one of VMware’s highest priorities, the transition to SaaS. Our culture is one of teamwork, diversity, equity & inclusivity with supportive ownership, and a strong desire to change what’s needed to achieve the mission.

We lead with our EPIC2 values (execution, passion, integrity, customer, and community) and hold ourselves and each other accountable to those values and what they stand for.

What are the benefits and perks of working at VMware?

You and your loved ones will be supported with a competitive and comprehensive benefits package. Below are some highlights, or you can view the complete benefits package by visiting www.benefits.vmware.com.

  • Employee Stock Purchase Plan
  • Medical Coverage, Retirement, and Parental Leave Plans for All Family Types
  • Generous Time Off Programs
  • 40 hours of paid time to volunteer in your community
  • Rethink's Neurodiversity program to support parents raising ren with learning or behavior challenges, or developmental disabilities
  • Financial contributions to your ongoing development (conference participation, trainings, course work, etc.)
  • Wellness reimbursement and online fitness and wellbeing classes


This job may require the candidate to comply with travel restrictions and/or work from a facility that requires full vaccination prior to entry.


Category :
Marketing
Subcategory: Marketing
Experience: Business Leadership
Full Time/ Part Time: Full Time
Posted Date: 2022-01-16


VMware Company Overview: At VMware, we believe that software has the power to unlock new opportunities for people and our planet. We look beyond the barriers of compromise to engineer new ways to make technologies work together seamlessly. Our cloud, mobility, and security software form a flexible, consistent digital foundation for securely delivering the apps, services and experiences that are transforming business innovation around the globe. At the core of what we do are our people who deeply value execution, passion, integrity, customers, and community. Shape what’s possible today at https://careers.vmware.com.

Equal Employment Opportunity Statement: VMware is an Equal Opportunity Employer and Prohibits Discrimination and Harassment of Any Kind: VMware is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at VMware are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social or ethnic origin, sex (including pregnancy), age, physical, mental or sensory disability, HIV Status, sexual orientation, gender identity and/or expression, marital, civil union or domestic partnership status, past or present military service, family medical history or genetic information, family or parental status, or any other status protected by the laws or regulations in the locations where we operate. VMware will not tolerate discrimination or harassment based on any of these characteristics. VMware encourages applicants of all ages. Vmware will provide reasonable accommodation to employees who have protected disabilities consistent with local law.

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• Mobile: NA

• Location: 33.930202:-84.35075

• Post ID: 21808040


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