IBM IBM Security - Marketing Automation Lead in Raleigh, North Carolina

Job Description


A critical member of the WW Security Marketing organization, this role serves as the subject matter expert on IBM marketing automation platforms, guiding a team of Marketing Automation Specialists responsible for defining functional and technical requirements for, developing, deploying and managing automated campaigns. Additionally, the position defines and manages processes and training and provides consultative support driving best practice execution across the WW Security Marketing diamond teams to meet the business objectives of the department. The position also oversees and executes complex automated marketing programs and supports development and execution of other marketing programs and critical projects that support data management, lead workflow, lead scoring, lead nurturing and database integrity.


  • Guide day-to-day prioritization, scheduling and delegation of campaign execution responsibilities for team of Marketing Automation specialists supporting the WW Security Marketing team.

  • Serve as super-user of IBM standard marketing automation platforms (production and development environments) used by IBM Security Marketing team, employing a subject matter expert (SME)-level understanding of functional and technical requirements documentation, captured data, lead flow process, campaign processes, data syncing criteria to integrated systems, and ongoing data integrity practices.

  • Collaborate with campaign teams in development and implementation of flawless and timely one-time, recurring, and dynamic-content driven automated nurturing, lead scoring and lead management programs.

  • Provide consistent communication to key stakeholders at appropriate detail for business users and executive-level audiences on implementation status, issues, risks and key milestones related to automated campaign execution.

  • Build a comprehensive testing and QC process ensuring adherence to quality standards and documentation of completion.

  • Develop, document and manage governance policies and processes to ensure best practice usage of marketing automation platform by both technical and non-technical users (e.g., campaign managers) and to ensure compliance to business critical corporate and/or legal policies, e.g., GDPR.

  • Manage relationships with CHQ/CIO administrators of integrated systems, sales and marketing departments and other key stakeholders to ensure data and systems configuration and to leverage the full scope of expert resources available to support Security business requirements.

  • Document and maintain all WW Security Marketing-specific automation platform processes, procedures, SLAs, technical processes and workflows.

  • Maintain awareness of automation system-related updates, schedules and new capabilities, providing guidance on impact and plans for adoption of new functionality.

  • Develop and deliver training and enablement to expand automated campaign requirements definition, implementation guide development skills and best practice adoption across the campaign management team.

  • Recommend and implement new platform integrations, workflow processes and innovations to increase the scalability, efficiency and effectiveness of the marketing organization.

  • Drive innovation within Security Marketing and across IBM, working with leaders across other teams and business units to drive marketing performance and deliver compelling customer/prospect experiences.

  • Track automated program performance and provide actionable reporting/analysis and data-driven optimization recommendations to campaign owners to improve demand gen productivity.

  • Proactively monitor operational performance to identify system, program execution issues; engage appropriate resources to determine root cause and implement fixes.

Required Technical and Professional Expertise

  • Bachelor’s degree or equivalent work experience

  • Marketing automation/campaign management power user (Unica preferred, Eloqua, Marketo)

  • 3+ years experience in direct marketing/marketing technology.

  • Strong project management/organizational skills

  • High proficiency with Microsoft Excel

  • Well-developed verbal and written communication skills

  • Experience leading teams

  • English fluency as a requirement

Preferred Tech and Prof Experience

  • Marketing automation/campaign management power user with Unica campaign development skills

  • 5+ years experience in direct marketing/marketing technology

  • Strong project management/organizational skills

  • Advanced Microsoft Excel, SQL, or other analytical skills

  • Well-developed verbal and written communication skills

  • 2+ years of team leadership experience

EO Statement

IBM is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.