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Director, B2B Marketing, Digital Demand Generation & Account Based Marketing Lead



Marketing & Communications, Sales & Business Development
Toronto, ON, Canada
Posted on Friday, May 24, 2024

Our Purpose

We work to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. Our decency quotient, or DQ, drives our culture and everything we do inside and outside of our company. We cultivate a culture of inclusion for all employees that respects their individual strengths, views, and experiences. We believe that our differences enable us to be a better team – one that makes better decisions, drives innovation and delivers better business results.

Title and Summary

Director, B2B Marketing, Digital Demand Generation & Account Based Marketing Lead

Who Is Mastercard
Be part of a team that brings the best of Mastercard to our customers. The Data & Services (D&S) team and solutions fuel growth for Retail and Commerce partners globally by providing innovative services in the areas of Loyalty, Personalization and Business Experimentation.

Operational excellence and organization are a cornerstone of our success with the team launching dozens of campaigns each week across multiple channels like webinars, emails, thought leadership and social. The D&S Marketing Operations Team has built a robust reporting practice with the goal of demonstrating how marketing influences sales and understanding the team’s impact on revenue. As part of our growth strategy, we are seeking a talented Director with deep experience in Account Based Marketing campaign strategy and execution to join our growing team.

Role Overview

The B2B Marketing Director Digital Demand Generation & Account Based Marketing Lead (Dir, DDG ABM) will work closely with our sales, industry segment, and marketing teams to lead the creation of our Digital Demand Generation and Account Based Marketing campaign strategy to execute Digital Marketing and ABM campaigns across our priority client segments. This Director level role reports to the VP of B2B Marketing Operations and will lead a growing team of media marketers which executes campaigns across 5 regions and multiple markets.

The Role:
• Align closely with the Marketing and Sales teams and oversee the planning and implementation of account-based marketing strategy for selected clients.
• Develop personalized and integrated marketing campaigns to foster engagement and drive sales. Create custom content for target accounts including landing pages, emails, social content, and more.
• Strategic business mindset and ability to translate technical product offerings into business value and customer-facing marketing campaigns.
• Ability to understand complex business needs, competitive offerings, and industry trends and translate them to customer-facing narratives and messaging.
• Collaborate with cross-functional teams, including the marketing and creative teams, to align messaging and ensure consistent brand representation.
• Recommend / Build / and use digital channels and tools such as programmatic advertising, LinkedIn ads, personalized micro-sites, and remarketing campaigns as part of an overall ABM strategy to engage and re-engage target audiences.
• Plan and execute A/B testing to optimize ad creative, targeting, and landing pages using data and analysis for improved campaign performance.
• Work closely with external partners, such as advertising agencies or media vendors, to coordinate campaigns and ensure deliverables are met.
• Create a consistent measurement and reporting framework for ABM activity to monitor and analyze campaign performance metrics, including click-through rates (CTR), conversion rates, and return on ad spend (ROAS), and provide actionable insights and recommendations to achieve maximum ROI (Return on Investment).
• Prepare regular reports to communicate campaign performance, key findings, and recommendations to stakeholders.
• Stay up to date with industry trends and emerging paid media platforms and techniques to maximize campaign effectiveness and identify new opportunities.

All About You:
• 10+ years of professional marketing experience in media planning, buying, digital reporting, budget management, and forecasting in the B2B tech sector, preferably with SaaS or Professional Services.
• Experienced in leading teams, including direct line management and cross-functional teams in matrix organizations. Has a player / coach mentality and attitude.
• A results driven marketer with several years of ABM experience, a passion for paid-media and someone who has a keen understanding of core B2B marketing tactics and measurement practices with an in-depth knowledge of paid media, social, and display landscape, advertising principles, brand safety compliance, and best practices.
• An experienced user of ABM software (preferably 6Sense), marketing automation software (preferably Pardot, SalesCloud or Marketo), CRM software (preferably Salesforce), Google SEM, data analysis and visualization tools (e.g. Tableau) and with multi-touch attribution reporting.
• Creative mindset with a keen eye for detail and design aesthetics.
• Goal-focused, self-motivated, detail-oriented, and organized with the ability to manage multiple projects simultaneously. To be successful, you will be capable of getting into the weeds, while seeing and executing against strategic business objectives.
• Strong analytical skills, with a strategic and analytical mindset and the ability to interpret data and draw actionable insights when tracking and reporting on campaign performance metrics. You enjoy developing content strategies to drive traffic and conversions, while being driven by data and insights.
• Experienced in building organizational relationships, partnering with, and influencing teams while commanding the respect of the individuals on the team. You love to collaborate. You have experience working closely in cross-functional teams to develop new and innovative solutions.
• Skilled in operating in complex matrix structures and working in fast paced environments with different teams, across different time zones, and delivering multiple projects to deadlines.
• You have excellent written, verbal and presentation skills with the ability to translate detailed and technical content for an executive audience. You can effectively communicate strategies, measure, and report on progress to peers and leaders alike, to gain buy-in and foster a culture of content throughout the organization.
• You are a great storyteller. You understand that content should be purposeful and succinct, even when dealing with complex subjects. You write clearly and effectively and avoid fluff and jargon. You can distill complex and technical concepts into material that a lay person can understand.
• You are data and response driven. You analyze the performance of past initiatives to improve future initiatives. You like to run experiments and test new ideas. You don’t determine what worked and what didn’t by instinct -- you have the metrics to prove it.
• You have your finger on the pulse of emerging B2B marketing trends and developments in paid media marketing. You continually bring innovative ideas to the table to help provoke new thinking with both the marketing team and your stakeholders while better engaging our customers and prospects with our content.
• Bachelor’s degree in a relevant subject or equivalent combination of industry experience and education.

Mastercard is an inclusive equal opportunity employer that considers applicants without regard to gender, gender identity, sexual orientation, race, ethnicity, disabled or veteran status, or any other characteristic protected by law. In the US or Canada, if you require accommodations or assistance to complete the online application process or during the recruitment process, please contact and identify the type of accommodation or assistance you are requesting. Do not include any medical or health information in this email. The Reasonable Accommodations team will respond to your email promptly.

Corporate Security Responsibility

All activities involving access to Mastercard assets, information, and networks comes with an inherent risk to the organization and, therefore, it is expected that every person working for, or on behalf of, Mastercard is responsible for information security and must:

  • Abide by Mastercard’s security policies and practices;

  • Ensure the confidentiality and integrity of the information being accessed;

  • Report any suspected information security violation or breach, and

  • Complete all periodic mandatory security trainings in accordance with Mastercard’s guidelines.