Principal Growth & Demand Gen Marketing Manager, Product-Led Growth

Company: Cisco
Location: Milpitas
Posted on: January 17, 2023

Job Description:

The Organization:

We are Emerging Technologies and Incubations (ET&I) at Cisco. We are chartered to build the next new business for Cisco, to take Cisco into new markets, especially towards new personas - both buyer and user. And like building a startup from the ground up, it's all about having an entrepreneurial mindset - taking an idea from a crazy thought to a product that solves a critical need to an experience that delights users and customers. It's about innovation - from 12 months out to 5 years in the future. Wearing multiple hats. Failing and learning fast. About challenging assumptions and finding new ways of solving problems. Driving form from ambiguity. About creativity. We are looking for entrepreneurs. Thinkers. Designers. Marketers. Product Led Growth experts. Business Development, SDRs, Customer Success. Product Managers, SWEs, SREs. Data Scientists and ML engineers. Yes, we are building the next set of startups with the support of a trusted name like Cisco. Where else will you get to do this? We are Cisco ET&I. We run bold, we run agile, and we run ambitious. Come create with us.

The Role

As a Principal Growth & Demand Gen Marketing Manager, you will be responsible to design and execute B2B digital, virtual, and physical growth campaigns for developers and technical audiences in all parts of user journey from demand generation to upsell/cross-sell. The role requires building a product-qualified leads and taking them to MQL and SQL. Looking for someone with deep experience in this field who is organized, independent, with exceptional execution skills, with data analysis abilities.

What we're looking for:

• A minimum of 6 years of B2B lifecycle marketing experience to design and execute digital campaigns to drive trial signups, onboarding, engagement, upsell/cross-sell, and retention.
• Someone who has build demand gen engine from the ground up or has scaled existing demand gen activities.
• Someone who can plan, design, execute digital campaigns on her/his own to drive metrics, and analyze results and present to executives.
• Requires analytical skills to understand and interpret data and use it to drive campaigns and growth experiment.
• Proven success in working with cross-functional teams, such as Product, Customer Success, and Sales, to create and execute against shared goals.
• A passion for transforming every customer touch point into a unique and timely experience that increases propensity to buy.
• Experience running successful lifecycle tactics to create virality such as promotions, referral programs, and nurture flows.
• Good understanding of full customer journey and design effective campaigns for all parts of the funnel, build digital creative content, test, measure and iterate on media mix and the ROI impact using LTV and CAC metrics.
• Ability to track user behavior through their digital impressions and infer data-driven insights to drive appropriate next best actions.
• Proficient in using business intelligence tools such as Mixpanel, Amplitude, or Looker, etc. for understanding users, with data stored in systems such as Snowflake, Bigquery or AWS Redshift.
• An eye for detail with critical thinking skills to execute efficiently.
• Proficient in CRM software, marketing automation, email marketing, (Hubspot is a plus), social media campaign software and agencies.
• Ambitious Self-Starter who understands product content, messaging, campaigns, and demand gen.
• Someone who has experience or interest to market to developers in areas such as Kubernetes, Application and API Security, and Full-Stack Observability. Strong conversion-oriented copywriting skills aimed at developers, devops and other technical audience
  What you can expect:
  
  
  • Create campaigns that engage and nurture our B2B developer and devops users from learn phase, virtual experiences/demos, trial sign-up, and trial conversion, all the way through to becoming a paying subscriber, and cross sell/upsell.
  • Leverage customer data to create relevant customer experiences that drive affinity, reduce time to first value, and drive adoption of Cisco products.
  • Define key north star and secondary metrics and constantly test, measure, iterate and report campaign performance, by rigorously A/B testing, and optimizing campaigns across channels. Understand the journey of product actions to product-qualified-leads that may be handed off to sales for follow ups
  • Craft and iterate on messaging that converts free trials into happy, active customers
  • Collaborate with our Sales, Customer Success, and Growth Marketing teams to improve the conversion rates of our Teams and Business trial accounts
  • Work with product teams to craft and launch experiences to onboard and activate users to new product features
  • Develop the reports in partnership with our Analytics team, that we'll use to measure program effectiveness and then share your results regularly
  • Use email, webinars, in-product prompts and notifications, and special live events to serve content that will educate users, and help them discover features and value within their trial
    
    We Are Cisco
    
    #WeAreCisco, where each person is unique, but we bring our talents to work as a team and make a difference. Here's how we do it.
    
    We embrace digital, and help our customers implement change in their digital businesses. Some may think we're "old" (30 years strong!) and only about hardware, but we're also a software company. And a security company. An AI/Machine Learning company. We even invented an intuitive network that adapts, predicts, learns and protects. No other company can do what we do - you can't put us in a box!
    
    But "Digital Transformation" is an empty buzz phrase without a culture that allows for innovation, creativity, and yes, even failure (if you learn from it.)
    
    Day to day, we focus on the give and take. We give our best, we give our egos a break and we give of ourselves (because giving back is built into our DNA.) We take accountability, we take bold steps, and we take difference to heart. Because without diversity of thought and a commitment to equality for all, there is no moving forward.
    
    So, you have colorful hair? Don't care. Tattoos? Show off your ink. Like polka dots? That's cool.
    
    Message to applicants applying to work in the U.S.:
    When available, the salary range posted for this position reflects the projected hiring range for new hire salaries in U.S. locations. For non-sales roles, the hiring ranges reflect base salary and do not include bonuses, equity, or benefits. Hiring ranges for sales positions include base and incentive target, and do not include equity or benefits. Individual pay is determined by the candidate's hiring location and additional factors, including but not limited to skillset, experience, and relevant education, certifications or training. Applicants may not be eligible for the full salary range based on their U.S. hiring location. The recruiter can share more details about compensation for the role in your location during the hiring process.

Keywords: Cisco, Milpitas , Principal Growth & Demand Gen Marketing Manager, Product-Led Growth, Executive , Milpitas, California