Responsibilities

• Develop and execute campaigns aligned with the overall marketing and demand generation strategy to drive new customer acquisition and growth. Ensure all B2C and B2B marketing campaigns align with business priorities and achieve lead and revenue goals.
• Optimize the demand generation marketing mix to meet lead-generation and eCommerce conversion goals while maintaining lead- and customer-acquisition costs within target ranges.
• Execute integrated campaigns for B2C and B2B audiences with a data-driven approach, optimizing performance and identifying new growth opportunities.
• Manage paid media agency relationships, setting clear goals, aligning business needs, and providing actionable feedback to achieve monthly projections.
• Drive customer acquisition through efficient management of paid marketing channels, including lead aggregation, paid search, digital display, retargeting, content syndication, out-of-home advertising, and more.
• Collaborate cross-functionally with the Content Marketing Manager, Demand Generation Senior Manager, Social Media Manager, Creative, and Marketing Operations teams to deliver marketing campaigns that are creative, compelling, and results-driven.
• Cultivate relationships with third-party industry partners to leverage placement opportunities, grow Truckstop’s network, and drive demand.
• Work closely with Sales Leaders to identify effective strategies, address challenges, and provide guidance for handling leads from the Demand Generation team.
• Partner with the Marketing Operations team to build campaign tracking processes, develop dashboards, and establish KPIs for monitoring campaign success. Share actionable insights with stakeholders.
• Distribute weekly updates on demand generation activities to marketing and sales leaders, empowering sales teams to effectively close leads from the Demand Generation team.

Requirements

• Bachelor's degree in marketing, business management, or a related field, or equivalent professional experience.
• Proven experience managing complex, multichannel lead generation programs.
• Minimum of 8 years of marketing experience, including extensive expertise in managing digital advertising campaigns on platforms such as Meta, LinkedIn, and Google Ads, as well as collaborating with paid media agencies.
• Strong analytical skills with extensive experience analyzing campaign performance using ad platforms, Google Analytics 4, Salesforce, or other web analytics tools. Proven ability to present insights effectively to cross-functional teams and leadership.
• Creative acumen, with a keen eye for high-performing creative assets and experience working closely with creative teams to develop content that converts.
• Understanding of SEO performance and its role in driving traffic and conversions.
• Driven by metrics and performance goals, with a proven ability to build and achieve target enrollment forecasts.
• Strong organizational skills with the ability to develop and execute detailed project plans.
• Effective collaborator, skilled in influencing and working across matrixed organizations.
• Excellent written and verbal communication skills, including the ability to present and report effectively to executive leadership.