TAG & Renewal Marketing Specialist


April 19, 2021

Our Company
Changing the world through digital experiences is what Adobe’s all about. We give everyone—from emerging artists to global brands—everything they need to design and deliver exceptional digital experiences! We’re passionate about empowering people to create beautiful and powerful images, videos, and apps, and transform how companies interact with customers across every screen.
We’re on a mission to hire the very best and are committed to creating exceptional employee experiences where everyone is respected and has access to equal opportunity. We realize that new ideas can come from everywhere in the organization, and we know the next big idea could be yours!
Core Role Description: Focus on TAG (Tier 1 transformational) and Critical Retention activities to Drive the Business
  • Partner with the TAG ABM Marketing leader and ABM leads to develop & launch new activities to support business priorities & growth goals for TAG & retention.
  • Represent “the whole of marketing” – coordinate across COEs to include integrated mix of programs to create and progress pipeline
  • “Own the number” - deeply understand pipeline/bookings targets & attainment, MQA pipe, marketing influence bookings, and represent the impact of marketing for these critical accounts
  • Marketing Program Strategy & Execution plus coordination with other groups to groups to take advantage of all Adobe Offerings.

Core Stakeholder: ABM Leads and TAG Sales team
  • Act as a true, strategic business partner to the ABM leads and coordinate a single point-of-contact view to help represent the TAG & Renewal activities
  • Build and influence a plan with an effective mix of marketing programs in support of business priorities for segment/vertical across digital, events (in-person and virtual), content, etc.
  • Drive operational rigor throughout the business, connecting the dots across teams and making key decisions to help teams execute against the marketing strategy and plan while prioritizing the customer and segment needs
  • Drive day-to-day alignment with ABM, TAG Team, COE and Customer marketing to ensure they have awareness of Segment/Sales team plans

Must-Haves: Team Mentality & Proven Influencer
  • Strong interpersonal skills to build rapport with marketing and sales leadership; Proven leadership driving collaboration and results through cross-functional teams
  • Understanding of marketing strategies to build and support appropriate ‘mix’ to support business priorities & growth
  • Data-driven and results-oriented with the ability to articulate impact of marketing programs to key stakeholders

What You’ll Do (Expectations)
  • Partner with and foster deep relationships with the ABM leads to support critical business priorities & growth goals and execute programs to drive results. Communicate regularly to ensure alignment, collaboration, and follow up on marketing generated and/or influenced leads and pipeline and retention targets
  • Understand and translate sales objectives across industries and the portfolio of products (both opportunity and relationship-based) into TAG program objectives and integrated campaigns
  • Own & deeply understand pipeline/bookings targets & attainment. Measure, analyze, and report on target account penetration and represent the impact of ABM efforts on pipeline, bookings and retention Develop a fluency in the numbers and comfort in speaking to the health of the business to the broader marketing team
  • Represent “the whole of marketing” - understand and own an integrated account-based marketing mix of programs to create and progress pipeline across TAG & targeted renewal accounts
  • Work creatively and collaboratively with marketing (“ABX COE”) and ABM and TAG teams to develop, implement, and steward ABM strategies and tactics (by segment if needed) that create and nurture pipeline (from early to late stage and closed/won), build relationships with decision makers, secure meetings, and accelerate the sales process.
  • Partner with marketing and the COEs (ABX COE) on content strategy, planning and executing multi-channel, multi-touch, integrated marketing programs using a variety of tactics including email, direct mail, paid media, and events (virtual and/or in-person) to meet pipeline & bookings requirements of the segment
  • Drive operational rigor throughout the business, connecting the dots, and making key decisions to help teams execute against the marketing strategy and plan while prioritizing the customer
  • Advocate for what sales needs and keep sales informed on marketing priorities
  • Be accountable for driving target account engagement and pipeline goals
  • Drive alignment and enablement of the segment/sales team plan with BDRs to ensure exposure to digital and event/experience programs. Drive relevant follow-up and demand needs with BDR teams aligned to SLMs

What You’ll Deliver
  • Active participation in TAG meetings (SLM, FLM, NAM-level as needed) and prepare to report on results and programs.
  • Programs that drive pipeline and renewals for our targeted accounts
  • Align to quarterly segment ABM plans around business priorities and growth goals that ladder into the segment ABM plans
  • Presentation of business/marketing results, insights, and pivots in monthly and quarterly business reviews
  • MQA Activations & Enablement to the Field to drive MQA adoption at the SLM, FLM & NAM level
  • Define TAG & renewal marketing priorities to COEs and other stakeholders to ensure effective feedback loop based on feedback from the field to drive program innovation that drives results for TAG & retention accounts.
  • Up-to-date segment scorecard showcasing TAG efforts and retention priorities.
  • Quarterly/Monthly up to date SLM/FLM Tracker that accurately depicts current business reality, challenges, and opportunities – alongside an aligned marketing strategy and plan

What Success Looks Like (Success Metrics)
  • Strong partnership and rapport with marketing leadership . Become a de facto member of the team who will participate in account planning, and will design, develop and manage the execution of strategic marketing plans that impact TAG & Rentention accounts.
  • Engagement resulting in 100% MQA, MQA Pipeline and Influenced Pipeline attainment and Influenced Bookings at the VP/GM, SLM and FLM levels

  • MQA Ambassador – fluency in MQAs, MQA activation, tools and understanding of engagement impact to MQAs and closed business. Understand how engagement drives new business in TAG accounts, and drives renewals.
  • Strategic Marketing Plan that demonstrates deep understanding of Adobe solutions and sales GTM (i.e. use cases, sales plays, segments, verticals) – together with a firm grasp of market opportunities, and competitive threats and positioning – and the ability to apply this knowledge to build engagement that drives pipeline and bookings.
  • Proven leadership & collaboration with COEs resulting in strategic mix of programs that support results
  • In-depth understanding of Adobe’s solutions’ target market, personas needs and pains, and associated customer/buyer journey aligned with content.
  • Ability to forecast, measure and adjust marketing campaigns with strong literacy around campaign effectiveness KPIs and working through lead statuses, aging, sales cycle, and more.