Account Based Marketing Director

Contenu de l'offre Account Based Marketing Director chez Alkemics

Alkemics is a SaaS collaboration platform for brands and retailers, helping them to launch products. The company’s mission is to connect every brand to every retailer. Alkemics’ core functionality enables users to effortlessly share product information and marketing content across the whole product lifecycle, from B2B (logistics, pricing etc.) to B2C data (marketing attributes, rich content, regulatory data).

In France alone, an average of 1 million products are launched every year, each with up to 500 attributes and made by one of 20,000+ manufacturers. Prior to Alkemics, this product data and marketing content had to be manually sent on Excel files to each retail channel where the products are sold. Alkemics disrupted that space and automated the process – creating a hard to refuse proposition for the ecosystem. Once a retailer is on-boarded, invites are sent to that retailer’s suppliers to join the platform on a freemium basis. These manufacturers can then be monetised through upselling increased functionality such as ERP connectivity, reportings, etc.

Alkemics was founded in Paris in 2011. With 98 out of the top 100 CPG manufacturers (Nestlé, Unilever, L’Oréal) and the largest retailers (Casino, Auchan, Carrefour, U-Enseigne, Leclerc, Marionnaud…) using the platform, Alkemics now holds a very strong and unchallenged position in the French market. The business is now expanding internationally, starting with the UK and Ireland. Along with international growth, the focus of the business is to leverage its platform and client relationships to build an end-to-end collaboration platform where products are discovered, negotiated, listed and introduced on shelves. Alkemics raised a total of $28M from tier-1 investors Index Ventures, Partech Ventures, Serena Capital and Cathay Innovation. Its latest funding round took place in September 2016 with a view to fuel the company’s rapid expansion. The business is made of 85 employees, working predominantly in technology.

Background:

Online marketplaces are now commonplace for C2C and B2C markets. This trend has started in the B2B sectors, driving tremendous value and economies of scale. Today, thanks to a captive user base, Alkemics is in a strong position to “platformize” (i.e. marketplace) the notoriously difficult retail space. Brands are keen to have their products discovered in a more efficient and elegant way. Retailers are interested in negotiating products more quickly. Brands want to better control the product introduction in each store.

Our ABM director will support the “enterprise” sales activities by developing and running strong dedicated marketing plans to every strategic prospect or customer account.

As the dedicated marketing support to the field sales team, your day-to-day mission will be to develop, plan and run customized strategic marketing programs designed to expand existing customers, accelerate opportunities, generate new prospects and drive pipeline within specific, targeted accounts and contacts.

More precisely, you will:

Develop and maintain comprehensive account profiles and target personas; oversee a database of named contacts to align marketing and sales in defining the target audience required to achieve account goals (account mapping) Work with sales to identify gaps in key personas and contact information within strategic accounts; develop data and insight strategy to add key personas and contacts within accounts Develop and implement jointly with sales pipeline generation and acceleration programs for specific, targeted accounts and contacts Create annual and quarterly marketing plans and targets for targeted sales accounts and contacts that focus on new logos and accelerate existing opportunities. Interface with sales to determine sales enablement needs, and work with product marketing to develop tools, programs in a box, training and content Proactively engage with the sales teams to coordinate, communicate, and optimize the impact of marketing activities Communicate and educate the sales team regarding new and planned marketing activities including global, regional and local programs Evaluate, select and manage vendors that contribute to local demand creation programs including agencies, direct mail providers, and fulfillment services Design & execute few, and broad-based marketing initiatives to meet pipeline requirements of varied account segments Deploy ready-to-carry-out marketing tactics and provide sales enablement on an account and industry basis using various channels including digital, events, and social media Participate in physical and digital events, customer meetings and present conferences Track lead flow and activity reporting to measure the ROI of every marketing action Identify opportunities to improve marketing effectiveness through better audience segmentation, marketing techniques, and processes Manage the Marketing Leadgen team (digital marketing, event, leadgen), project timelines, resources, & budget.

Requirements

Strong experience and knowledge of the FMCG and retail industry BTB marketing background Previous sales position would be a plus Digital skills a must Solid writing and presentation building skills to adapt and create detailed content into impactful go to market materials including pitch decks, web and email campaigns. Project management: ability to prioritize numerous projects simultaneously. Data driven Ability to maintain focus on customers and attention to details Demonstrated ability to achieve practical results while working cross-functionally with sales, marketing, partnership, product marketing teams Excellent verbal and written communication skills. Strong interpersonal skills are a must. Strong influencing and relationship-building skills. 10+ years of experience, including 5+ years of management experience Fluent in English and French Occasional travels to support events or customer meetings - less than 20%.