Main Responsibilities and Required Skills for Customer Marketing Manager
A customer marketing manager is responsible for developing and implementing strategic marketing plans to drive customer engagement and loyalty for an organization. They create targeted marketing campaigns, develop loyalty programs, and analyze customer data to identify opportunities for improvement. In this blog post we describe the primary responsibilities and the most in-demand hard and soft skills for Customer Marketing Managers.
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Main Responsibilities of Customer Marketing Manager
The following list describes the typical responsibilities of a Customer Marketing Manager:
Achieve
Achieve maximum professional efficiencies through effective organization and time management.
Allocate
Allocate promotional budget in proportion to impact on revenues.
Analyze
Analyze marketplace & translate into relevant business insights.
Analyze product adoption and usage and drive product and feature stickiness.
Analyze, identify and lead incremental and breakthrough growth opportunities in the region.
Assess
Assess competitive dynamics to formulate suitable counters.
Build
Build a customer success toolkit to train and onboard new customers.
Build organization capability.
Build Shopper Marketing skills and capability, ensuring we are driving up our talent bench strength.
Champion
Champion fact based selling within the Sales organization.
Collaborate
Collaborate closely with key partners on program development.
Collaborate with Area Commercial Excellence Team.
Communicate
Communicate customer activities impacting forecasting and demand planning.
Communicate marketing plans and results to cross-functional teams.
Complete
Complete a draft and understand your quarterly OKRs and contributions.
Conduct
Conduct market research with Sales team to evaluate and finalize the outlets.
Conduct research with customers to guide program strategy.
Connect
Connect with customers to ensure continued education and success throughout the customer lifecycle.
Control
Control and monitor process hygiene and overall spends strategy.
Coordinate with
Coordinate and communicate all aspects of assigned segments / channels with relevant stakeholders.
Coordinate appropriately with global stakeholders, as needed.
Coordinate with region sales and leverage agencies to execute powerful brand activations.
Coordinate with vendors to oversee execution of signage in the state.
Create
Create and execute programs that support adoption, retention, and advocacy goals.
Create content and campaigns through the partner channels (events, email etc).
Create merchandising standards in cooperation with category management.
Create strategic marketing plans and implement for products.
Cultivate
Cultivate and nurture customers into mutually beneficial advocacy relationships.
Customize
Customize and lead execution of Plano-grams for impactful shelf visibility.
Customize and construct monthly business plans.
Develop
Develop a deep understanding of our customer using data and existing processes.
Develop and activate a customer reference program.
Develop and execute go-to-market plans specifically related to our professional services consulting.
Develop and expand technical knowledge necessary for product / segment management.
Develop and maintain relationships with customer and industry counterparts.
Develop and manage budgets within profit objectives.
Develop and manage communication plans for product updates / releases.
Develop and own new product process / product launch for customer teams.
Develop and publish trade marketing activities and calendar.
Develop annual and trimester strategies, messaging, tactics to achieve financial objectives.
Develop annual marketing, merchandising, and trade promotion plan for the channel.
Develop compelling, actionable customer insight intelligence.
Develop customized and differentiated solutions to deliver trade visibility leadership.
Develop data toolkits, share data based insights to facilitate discussion & business planning.
Develop, implement and monitor productivity of all promotional programs.
Develop, implement customer marketing programs to enable customer advocacy and referrals.
Develop innovative ideas to share customer stories in marquee venues.
Develop integrated co-marketing campaigns alongside Strategic Partners.
Develop localized vendors.
Develop Perfect store everyday model and track KPI's against goals.
Develop referral program for introductions to departments and subsidiaries.
Develop relevant and meaningful education of Experts in-stores.
Develop vendors for executing permanent branding in the region.
Develop visibility strategy for respective channel and oversee execution.
Direct
Direct experience developing and optimizing customer marketing campaigns and strategies.
Drive
Drive communications across industry partner teams to ensure transparency.
Drive Customer Marketing Action Plan.
Drive customer reviews and continually strive to improve position in software grids and rankings.
Drive discovery, testing, and process to open new adoption channels.
Drive scalable programs for adoption and value creation for our customers.
Drive collaboration, development, and execution of initiatives internally across functions.
Educate
Educate the external and internal sales team on new and developing product features.
Engage
Engage and manage agencies to develop promotional materials.
Engage with customers to help secure strategic partnerships.
Ensure
Ensure accurate spend of budgets at the state level.
Ensure alignment of existing and new marketing programmes for these groups.
Ensure all activities are compliant with legal & data protection requirements.
Ensure a positive customer experience through day-to-day activities.
Ensure availability of proper POS to the ISR / ISP's / merchandisers in the region.
Ensure full tracking and measurement of all initiatives.
Ensure marketing spend stays within the approved budgets at the regional level.
Establish
Establish controls to monitor and to provide reports on sales, profits and project status.
Establish strong connections and networks within the respective groups.
Evaluate
Evaluate impact of current and future programming against KPIs.
Execute
Execute agrees visibility strategy and track and monitor visibility execution.
Execute these programs in a breakthrough way throughout the path to purchase.
Expand
Expand brand reach by driving direct distribution and leveraging controlled / indirect channels.
Give
Give a detailed recommendation based on particular activities.
Grow
Grow and strengthen out customer community through both online and in-person activities.
Handle
Handle deadlines and strive for perfect campaign delivery.
Help
Help customers understand business use cases and realize value from their investment.
Help to develop brand communication options at various channels as per brand imperatives.
Help to formulate and grow the customer marketing function.
Identify
Identify, analyze and evaluate the countries market.
Identify and promote a package of appropriate products and solutions.
Identify cross-business synergies to enhance efficiencies and better serve business needs.
Induct
Induct and train the promoters as per incentive schemes.
Influence
Influence regional sales team and secure buy-in.
Invest
Invest budgets to deliver Sales Plan.
Lead
Lead and execute winning category, channel and customer strategies to be partners of choice.
Lead initiative planning and execute through matrixed team.
Lead / participate in key customer planning meetings and training.
Lead the annual Customer Marketing planning process for 3.
Lead the creation of the strategic shopper and customer plan and assets.
Lead the strategy, development and execution of automated lifecycle email campaigns.
Liaise with
Liaise with product and sales to ensure appropriate regional offerings.
Manage
Manage agency scope including building annual scope plan requirements.
Manage all projects within budgets.
Manage and build relationships with key Below-the-Line (BTL) agency and CPG partners.
Manage and control the budget ensuring all key activation are pre and post evaluation.
Manage and optimize the peer-to-peer software review sites.
Manage effective and efficient utilization of agency scope & internal budgets.
Manage ongoing Nurture, Renewal, Upsell and Cross Sell activities including Account Based Marketing.
Manage reference request fulfilment, and track reference activity and results.
Manage the production of written customer success stories and video testimonials.
Manage the shopper budget, monthly forecasting, and the phasing of spend.
Manage the team, who controls the ISP's and supports the merchandising operations.
Measure
Measure and iterate customer marketing efforts across the entire sales funnel.
Measure and optimize the buyer journey as it relates to product feature adoption and usage.
Measure results on a daily / weekly basis.
Mobilize
Mobilize senior management and develop frameworks to prioritize and resource key projects.
Monitor
Monitor and control the ISP program in the region.
Monitor and evaluate performance to define actionable learning for improvement.
Monitor and share rolling forecast on trade spends.
Monitor, measure and report on campaign effectiveness, audience engagement and ROI.
Monitor permanent visibility outlets.
Motivate
Motivate the distributors and AFCs / ISR's / ISP's to deliver plans.
Operate
Operate within planned budgets to ensure profitable business.
Oversee
Oversee our customer marketing strategy and programs.
Oversee the development of key sales tools including sell sheets, samples and showrooms.
Own
Own Customer Marketing processes.
Own customer marketing budget, metrics, and return on investment.
Plan
Plan and take decisions to efficiently deploy budgets to deliver revenue sales.
Plan, execute and deliver results on customer-focused campaigns / initiatives.
Plan, promote and deliver face to face events, and online events / webinars.
Prepare
Prepare and present marketing plans in accordance with the planning cycle.
Prepare and supervise contracts for rental outlets and get their approval through the legal team.
Produce
Produce at least 3 customer only events each quarter.
Produce detailed customer stories that demonstrate clear ROI.
Produce evidence of customer success.
Provide
Provide category expertise to the respective Marketing, Customer Marketing and Sales Teams.
Provide category expert support at customer presentations.
Provide content for sell sheets, sales stories (value add, order window, POS) and launch kits.
Provide input into design and layout.
Provide input into forecasting for accounts.
Provide marketing support for the hospital unit as we plan for the future.
Recommend
Recommend prices of products and oversee the implementation.
Run
Run and monitor a distributor motivation plan to deliver the sales plan.
Run and monitor AFC / ISR incentive plan to deliver plan.
Set
Set high expectations to develop a winning team.
Set KPI's for key initiatives, measure, evaluate and report results with recommendations.
Set the agenda based on commercial strategy and lead to land tailor-made offtrade customer programs.
Share
Share progress updates and key landmarks with business partners.
Showcase
Showcase customer success and secure co-marketing activity.
Socialize
Socialize your strategy and plan with cross-functional stakeholders to achieve buy-in.
Support
Support category management initiatives with category expertise.
Support joint business planning driving marketing strategy with priority customers.
Support sales team with all channels / customer activity related information, materials.
Support Workday's growth in industries by developing and promoting advocates among the customer base.
Track
Track and report critical program metrics.
Train
Train promoters for optimum performance.
Use
Use strong writing skills to develop customer messaging, help create content and develop sales tools.
Work with
Work as an advocate for customer marketing and for our customers internally.
Work closely with Marketing on case studies, content, and customer-focused media opportunities.
Work closely with the Heads of Product to develop plans that align with product.
Work with Product Marketing on new product launches and releases.
Work with the Head of Marketing to understand upcoming fiscal year strategies and desired outcomes.
Most In-demand Hard Skills
The following list describes the most required technical skills of a Customer Marketing Manager:
Business
Communications
Customer Marketing
Most In-demand Soft Skills
The following list describes the most required soft skills of a Customer Marketing Manager:
Written and oral communication skills
Analytical ability
Interpersonal skills
Problem-solving attitude
Attention to detail
Presentation
Influencing
Collaborative
Creative
Organizational capacity
Respect
Self-starter
Transparency
Accountable
Integrity along with courage
Leadership
Negotiation
Positive attitude
Teamwork
Confident
