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Introduction

At IBM, we believe technology shapes the world. We’re a catalyst for that innovation. We’re driving change that improves businesses, society, and the human experience. Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story. We shape IBM’s brand, capture attention in the market, and share our perspective with clients, partners, the media, and fellow IBMers. On our team, you’ll work with bright, collaborative minds who bring passion and creativity to everything they do. You’ll be part of a culture built on openness, trust, and teamwork. Where your ideas matter and your growth is supported. Join us, and help bring innovation to life.

Your role and responsibilities

We’re looking for a Canada Demand Strategist for Growth Marketing to drive pipeline growth through high-impact omni-channel digital demand programs and targeted outbound account activation. In this role, you’ll own end-to-end marketing execution for persona and product-aligned journeys localizing and personalizing campaigns for the Canadian market, optimizing channel mix, and partnering closely with Sales and Partners to accelerate lead-to-opportunity conversion.

As a Demand Generation Professional, you will design and execute modernized demand generation strategies to deploy buyer journey narratives that address buyer needs and wants. You will integrate inbound and outbound touches to intelligently syndicate marketing content and translate responses into sales opportunities. Your primary responsibilities will include:

• Develop Demand Generation Strategies: Design and execute demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants, integrating inbound and outbound touches to drive sales opportunities.

• Apply Analytics: Apply data using tools like Salesforce and Marketo to better profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.

• Execute Campaigns: Deploy integrated inbound and outbound marketing campaigns, dynamically adapting them to deliver higher quality responses and improve conversion rates.

• Drive Growth: Develop marketing strategies designed to drive growth, leveraging account- and technology-based marketing tactics across geographies or within a specific geography.

• Optimize Customer Experience: Design the full customer experience, using data-driven insights to inform strategic decisions and optimize marketing efforts.

Success Measures (KPIs)

You’ll be measured on your ability to deliver pipeline impact and conversion outcomes, including:

• Opportunity conversion to pipeline

• Lead velocity / lead aging and deal acceleration

• New pipeline creation targets (across all routes, aligned products, and segments)

• 4X next quarter pipeline build

• FY revenue target attainment

Required education

Bachelor's Degree

Preferred education

Master's Degree

Required technical and professional expertise

• Demand Generation Strategy Development: Experience with designing and executing modernized demand generation strategies that deploy buyer journey narratives addressing buyer needs and wants.

• Marketing Analytics Application: Experience with applying analytics to profile, target, and retarget prospects, ensuring marketing objectives are strategically aligned across the buyer's journey.

• Integrated Marketing Execution: Experience with deploying integrated inbound and outbound marketing campaigns, adapting them to deliver higher quality responses and improve conversion rates.

• Data-Driven Marketing: Experience with leveraging data-driven insights to inform strategic decisions and optimize marketing efforts.

• Account-Based Marketing: Experience with account- and technology-based marketing tactics, either across geographies or within a specific geography.

• Experience collaborating cross-functionally with Paid Media, Web, Innovation Studio, Email/Automation, and Social teams to deliver campaign performance goals.

• Experience supporting key events (virtual and F2F) by building integrated demand plans and post-event follow-up strategies to improve conversion.

• Experience with lead passing with Digital Sales, ensuring leads are routed to skilled, high-converting partners to improve yield and conversion rates.

Preferred technical and professional experience

• Data Analysis Tools: Exposure to data analysis tools and technologies to analyze campaign performance, track buyer behavior, and measure response rates. Experience with sales and marketing tools such as Salesforce and Marketo preferred.

• Content Creation Platforms: Exposure to content creation platforms to develop and distribute marketing content across various channels.

• Geographic Market Knowledge: Exposure to marketing strategies and tactics tailored to specific geographic regions or markets.