Director, Marketing Campaign Strategy – Performance

Role Overview

• Define the long-term vision, strategic framework, and success criteria for Tecsys’ marketing campaigns across regions, segments, and growth motions.
• Translate company and marketing objectives into clear, measurable campaign goals, performance targets, and investment priorities.
• Establish guidance for inbound vs outbound mix, audience strategy, channel selection, and engagement models based on business objectives and buyer behavior.
• Set standards for how campaigns are planned, launched, measured, and evaluated across the organization.
• Define ABM audience strategy for 1:many motions, including segmentation of large account clusters (300–500 accounts) informed by intent data and buying-group signals.
• Define the multi-channel engagement system, including the role each channel plays across awareness, intent capture, pipeline acceleration, and revenue conversion.
• Combine brand-building and lead capture strategies into a cohesive campaign approach that reaches priority audiences, builds engagement and affinity with the Tecsys brand, and drives sustained demand over time — not isolated lead events.
• Ensure events, digital programs, content, partner activations, and outbound motions are architected as integrated components of broader campaign systems, not stand-alone activities.
• Define the strategic role of partner marketing within campaign architecture, ensuring partners are intentionally integrated into direct marketing initiatives and aligned to core GTM priorities.
• Own the campaign performance model, including funnel metrics, quality benchmarks, ROI expectations, and contribution to pipeline and revenue.
• Implement a consistent performance management cadence, including planning cycles, in-quarter performance reviews, retrospectives, and optimization recommendations.
• Ensure performance insights are synthesized and translated into actionable improvements in strategy, targeting, resourcing, and investment allocation.
• Lead participation in Marketing QBRs, clearly articulating results, trends, trade-offs, and strategic recommendations tied to business outcomes.
• Ensure campaign success metrics emphasize pipeline contribution, conversion quality, velocity, and revenue impact — not just lead volume.
• Evaluate campaign effectiveness across the full buyer lifecycle, including account warming, intent progression, pipeline acceleration, and downstream conversion.
• Use intent data and account engagement signals to refine segmentation, prioritization models, and campaign strategy across the portfolio.
• Lead, mentor, and develop senior campaign leaders and managers, with a focus on strategic thinking, accountability, and decision quality.
• Establish clear roles, expectations, and success measures that empower teams while reinforcing ownership and results.
• Build a culture of performance, learning, and continuous improvement grounded in data, transparency, and follow-through.
• Identify skill gaps, process limitations, and scaling challenges, and proactively address them through development, tooling, or structural changes.
• Serve as a strategic coach and standards-setter for campaign leaders, ensuring best practices are modeled, institutionalized, and consistently applied across the organization.
• Directly manage the partner marketing function, including leadership and development of the Partner Marketer role, ensuring strong alignment to GTM strategy and campaign priorities.
• Act as a senior partner to Product Marketing, Digital, Sales, SDR leadership, AR/PR, and Events to ensure alignment on goals, priorities, and performance expectations.
• Provide strategic clarity that enables teams to execute effectively without unnecessary dependency or friction.
• Ensure consistent, credible campaign enablement standards for Sales and SDR teams, focused on relevance, clarity, and measurable impact.
• Represent campaign strategy and performance perspectives in executive-level discussions and planning forums.
• Partner closely with Digital and SDR leadership to operationalize intent-driven workflows that improve account prioritization and accelerate pipeline generation.
• Collaborate with Events leadership to ensure event strategy ladders directly into campaign strategy, with pre-event digital warm-up, in-event engagement, and post-event nurture embedded into ABM and demand workflows.
• Partner with Channel, Alliances, and Sales leadership to align direct and partner-led marketing motions to shared GTM objectives and revenue outcomes.
• Own strategic oversight of campaign investment, including budget allocation principles, prioritization frameworks, and performance-based trade-offs.
• Evaluate return on investment across major campaign motions and adjust strategy based on data and business needs.
• Guide vendor and agency strategy to ensure alignment with performance expectations and long-term capability building.
• Exercise authority to reallocate, pause, or stop campaigns that fail to meet defined pipeline and performance standards.
• Evaluate success based on pipeline yield, quality, and downstream conversion — reinforcing a pipeline-first mindset across the organization.
• Stay informed on evolving demand generation practices, buyer behavior shifts, and market dynamics to continuously refresh campaign strategy.
• Lead structured experimentation at a strategic level, ensuring learnings are institutionalized and inform future planning.
• Sponsor special initiatives that advance marketing effectiveness, scalability, and contribution to growth.

Requirements

• Bachelor’s or master's degree in marketing, Business Administration, or a related field.
• 10+ years of B2B marketing experience, with demonstrated leadership in campaign strategy, performance management, or demand generation.
• Proven experience setting strategic direction and driving measurable, repeatable business outcomes at scale.
• Strong record of people leadership, mentoring senior managers, and building high-performing teams.
• Deep fluency in marketing performance metrics, pipeline contribution, and ROI analysis.
• Ability to translate complex strategy into clear goals, operating models, and decision frameworks.
• Experience partnering with Sales and senior executives in goal setting, planning, and performance reviews.
• Strong executive communication skills, with the credibility to influence across functions.
• Experience owning or influencing significant marketing investments and resource allocation decisions.
• Demonstrated expertise in ABM, including 1:many programs across 300–500 accounts, intent-driven segmentation, and workflow design.
• A proven pipeline-first and brand-aware mindset — valuing sustained engagement, preference, and revenue impact over short-term lead volume.