Manager / Senior Manager - Digital Marketing

Responsibilities

• KRAs: Where you are expected to deliver
As Zeta's Digital Marketing Manager, you'll be measured by your ability to drive measurable results through a data-driven, ABM-focused approach. Here are some key areas where you'll be expected to deliver:


Lead Generation:
• Increase qualified leads from banks and credit unions in the US YoY. This will be measured through a combination of metrics like website traffic, form submissions, and lead qualification rates.
• Reduce cost-per-lead (CPL) for paid advertising campaigns (PPC, Display). Optimize campaign targeting, ad creatives, and landing pages to increase conversion rates and improve overall campaign efficiency.


Account-Based Marketing (ABM):
• Develop and execute targeted digital marketing campaigns for named accounts on the Target Account List (TAL). This includes personalized content, social media engagement, and display advertising focused on reaching key decision-makers.
• Collaborate with the larger marketing and sales team to nurture leads generated through ABM efforts and support the sales cycle. Track progress and measure the impact of ABM campaigns on closing deals with high-value accounts.


Social Media Marketing:
• Grow Zeta's social media presence (LinkedIn, Twitter, YouTube). This includes increasing the follower base, engagement metrics (likes, comments, shares), and website referrals from social media.
• Leverage social media advertising to generate qualified leads and brand awareness among your target audience within the financial services sector. Develop targeted campaigns with clear objectives and track performance to optimize ad spend.


Overall Campaign Performance:
• Continuously optimize all digital marketing campaigns (PPC, Display, Social) based on data analysis to maximize ROI and lead quality. Utilize marketing analytics tools to track key performance indicators (KPIs) and identify areas for improvement.
• Develop and present regular reports on digital marketing performance to stakeholders, including campaign results, lead generation metrics, and ROI calculations. Clearly communicate the impact of your efforts and make data-driven recommendations for future campaigns.


• These KRAs are just a starting point, and specific goals will be further defined based on Zeta's current marketing landscape and overall business objectives. Your success will be measured by your ability to achieve these results and contribute to the company's growth in the B2B SaaS financial services market.


• Activities: How you are expected to deliver
As Zeta's Digital Marketing Manager, you'll be a hands-on leader, wielding a diverse set of skills to achieve our shared goals. Here's a glimpse into how you'll deliver impactful results:


Campaign Development and Management:
• Participate in brainstorming sessions with stakeholders to develop a comprehensive digital marketing strategy aligned with Zeta's overall business objectives and ABM focus. You'll then translate this strategy into actionable plans with defined channels, budgets, and KPIs.
• Utilize project management methodologies to oversee and optimize ongoing paid advertising campaigns (PPC, Display) across various platforms. This includes collaborating with ,the larger marketing team and leadership, reviewing performance data, and making data-driven adjustments to ad copy, targeting, and landing pages to maximize ROI.
• Work closely with the content marketing team to develop a content calendar with engaging pieces tailored to Zeta’s target audience in the financial services sector. You'll provide strategic direction, ensure content aligns with campaign goals, and may even contribute content creation itself.
• Develop and execute a robust social media strategy for relevant platforms (e.g., LinkedIn, Twitter, YouTube, etc.). This includes conducting competitive analysis, creating a content calendar with engaging posts, scheduling tools to maintain consistent engagement, and actively monitoring social media analytics to measure performance and identify areas for improvement.


Reporting and Analysis:
• Leverage marketing analytics dashboards and reporting tools to regularly analyze the performance of all digital marketing campaigns. Track key metrics like website traffic, lead generation, cost-per-lead (CPL), and ROI, and generate reports that provide actionable insights for stakeholders.
• Present campaign performance reports to stakeholders. These reports should clearly communicate the impact of your efforts and make data-driven recommendations for optimization across all channels.


Staying Ahead of the Curve:
• Proactively seek out industry publications, enroll in training sessions, and participate in online communities to stay up-to-date on the latest trends and best practices in digital marketing, ABM, and the B2B SaaS financial services industry.

Skills

• Deep Digital Marketing Expertise: We prioritize candidates with a strong track record in B2B SaaS marketing, particularly within the financial services space. This includes proficiency in paid advertising, social media marketing, content marketing, and digital marketing analytics.
• Proven Lead Generation: A demonstrable ability to develop and execute successful lead generation campaigns across multiple channels is crucial.
• Data-Driven Decision Making: The ability to analyze data, identify trends, and leverage insights to optimize campaign performance is essential for success.
• Excellent Communication and Collaboration: Strong written and verbal communication skills are necessary to collaborate effectively with internal teams (Sales, Content Marketing, SEO) and external vendors.
• Understanding of Zeta's Target Audience: A deep knowledge of the financial services industry would be a significant advantage.
• Content Marketing Acumen: Strong writing skills and the ability to collaborate with content creators to develop engaging content tailored to your target audience are highly valued.
• Project Management and Leadership: Experience in managing multiple projects simultaneously and leading a team (or managing external vendors) to achieve campaign goals is a plus.
• Adaptability and Continuous Learning: The ability to stay up-to-date with the latest digital marketing trends and adapt strategies as needed is crucial for success in this dynamic field.

Experience and Qualifications

• 7-10+ years experience in B2B SaaS marketing particularly within financial services.
• Demonstrated success in lead generation using a variety of digital marketing channels.
• Proven ability to manage and optimize paid advertising campaigns (PPC, Display).
• Experience with developing and executing social media marketing strategies.
• Strong analytical skills and experience using marketing analytics tools.
• Leadership experience (managing a team or external vendors).
• Understanding of Account-Based Marketing (ABM) principles.

Additional Reading (Recent News & Publications)

• Zeta aims to power 50% of $1T transaction volume over UPI,3 min read
• When the Levee Breaks: A Rallying Cry to Modernize Card Tech, 21 pages, 30 min read
• Zeta Powers Sparrow’s Industry-leading Credit Card for the Underserved, 6 min read
• HDFC Bank: Connecting Legacy & Innovation with PayZapp, 17 pages, 20 min read
• Delivering Consent-Driven Customer Data Access, 6 min read 
• 7 Insights From Public Comments on CFPB 1033, 5 min read