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Regional Marketing Lead

Title: Regional Marketing Lead


Work Area: Marketing

Expected Travel: 0 – 10%

Career Status: Executive

Employment Type: Regular Full Time

Additional Locations: Virtual – Global

All Go-To-Market functions Sales, Cloud Success Services, Market Impact as well as Alliances & Operations are within the Customer Success Board area while Product and Engineering are within the Office of CEO.

As part of Market Impact SAP Signavio, you will part of the newly formed market impact organization which defines and executes holistic marketing strategies to support SAP Signavio’s overall strategies and objectives. The function includes product marketing and all marketing functions that define and execute the solution area marketing mix and investment to meet demand generation to consumption goals; design and coordinate promotional campaigns, PR and other marketing efforts across channels (digital, physical, internal and external etc.)

As the Field Marketing Lead you will be responsible for delivering against the marketing demand generation and revenue objectives as defined within a specific sales area-based territory for the current year’s Go-To-Market plan and priorities. Responsible for demand generation and acceleration through effective planning and execution of marketing activities, programs and campaigns including the relevant use of account-based marketing data-driven marketing, inside marketing, digital marketing, events, and more. You will be responsible for looking beyond return on investment of own activities and working across the entire marketing organization to assure optimal return on marketing investment for SAP and SAP Signavio


  • Strategy Execution – Development of the marketing strategy and program plan by identifying the appropriate solution or industry program portfolio mix to address the business needs and prioritizing a digital-first approach. This includes execution of media plans, community building events, direct mail, scripts, email, tele, nurturing activities and more. This role will drive the relevant approach for teams to deliver on time, on brand, and on budget, while ensuring quality, consistency, and compliance. As necessary, you will revise marketing campaign plans and shift resources to respond to changing marketing conditions or pipeline gaps. The field marketer should serve as the face of marketing to the corresponding sales executives and/or should manage the portfolio aligned to the business priorities.
  • Lead Management – Strong understanding of internal lead management systems in order to oversee proper access and management of leads and to empower teams to improve lead development, quality and flow throughout the customer buying cycle. Review reports to understand the impact of marketing programs on pipeline health and to follow-up on necessary actions to drive alignment with relevant business stakeholders and manage escalations proactively.
  • Data and Performance Management – Secure relevant training and education to enable teams on all system use cases and data management methods and tools. Fully understand the systems of records, including CRM, reports, dashboards and scorecards and seek to identify enhancements and improvements to respective stakeholders. Hold teams accountable to focus on excellence in execution and speed to market across campaign execution, lead management activities, and digital insights in the system of records, including data segmentation tools, CRM, reports, dashboards and scorecards. Leverage these systems to analyze performance and seek to identify enhancements and improvements to respective stakeholders.
  • Regional budget allocation and reporting – Manage the field marketing budget and report on quarterly Forecasting and Spent to ensure alignment with company growth plans
  • Tracking results of all regional campaigns and events (KPI’s, budgets/financial returns, ROI, planning, sizing)
  • Market Research/Analysis – Expertly leverage market research and analyses in order to improve strategic approaches and tactical actions. Share relevant intelligence to all marketers in order to deliver optimized execution of tactics. Align strategies, observations and interpretations with other involved parties.
  • Asset Development and Management – Expertly understand and reinforce strategic decisions around asset development, asset creation, including brand, messaging, taxonomy, layout, and more. Advise and enable teams to deliver high-quality assets. Use influence to assure that asset development is optimized across marketing teams including those not directly involved with the process. Proactively influence related policies, governance, and new developments as relevant to marketing executions.
  • Field Enablement – Empower teams to communicate and drive rollout of marketing tactics and assets that align with the needs of the business. Anticipate stakeholder conflicts and drive managerial resolution to avoid delay of market delivery. Communicate proactively with sales executives to understand marketing effectiveness, including digital strategies and performance, and to seek out areas of improvements. Proactively provide feedback to other marketers to improve overall marketing performance.
  • Customer Service and Relationship Management – Maintain an expert level of customer focus, thereby proactively participating in customer engagements when possible. Expertly leverage insights to derive and optimize future strategies, optimize resources and investments, and identify respective development for teams. Create a valuable customer experience by servicing inquiries, resolving problems, and proactively anticipate customer needs which contributes to advocacy and renewals.
  • Channel & Ecosystem – Expertly leverage the different routes-to-market and integrate ecosystem and channels into marketing execution strategy, including respective revenue targets. Collaborate and coordinate with colleagues to create efficiencies between direct and indirect GTM approaches.
  • Account Based Marketing – Provide strategic guidance to team on marketing activities with individual prospect or customer accounts, aligning marketing activities with account strategies through a collaborative approach that engages sales, marketing, center of excellence, pre-sales, services and support, and key executives.


  • Minimum 7-10 years of marketing experience, with minimum 5-7 years in marketing execution
  • Experience in/with sales
  • Experience in B2B marketing
  • Experience in the IT industry
  • Marketing strategy development and planning
  • Project leadership (large-scaled projects)
  • Minimum 5 years leading/developing employees
  • Minimum 5 years coaching and managing at the managerial level