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Department: Marketing
Role Type: Full-Time, Permanent 
Experience: 5+ Years Related Experience
Location: Waterloo, ON



Role Description

The Customer Demand Marketing Specialist will be responsible for building and executing our customer marketing and communication strategy for existing BigRoad users, as well as planning and executing direct demand generation marketing programs to grow the sales funnel and revenue for BigRoad. This position is focused on maintaining strong brand awareness through innovative multi-channel marketing, and creating an exceptional user experience from on-boarding and training, to renewal and up-sell/cross-sell. Programs will attract highly qualified owner-operators and fleets into the sales funnel to increase revenue. The successful candidate will be a self-starter with experience building and executing demand generation programs. The Customer Demand Marketing Specialist will report to the Director of Marketing.


Company Overview

BigRoad has provided industry leading electronic logging and compliance solution to the North American transportation industry since 2011. In 2017, BigRoad was acquired by Toronto-based Fleet Complete® — a leading global provider of mission critical fleet, asset, and mobile workforce management solutions. As one of the fastest growing IOT (Internet of Things) companies in North America, Fleet Complete has won numerous awards since its inception in 2000 thanks to its relentless commitment to innovation, quality, customer focus, productivity, people, and community. We are proud to be named one of the Greater Toronto’s Top Employers for 2018 and one of Canada’s Best Employers for Recent Graduates.

Essential Duties and Responsibilities

  • Develop and execute demand (prospect) marketing strategy designed to generate leads, build/maintain brand awareness, and drive new customer acquisition in alignment with aggressive sales targets
  • Develop low-touch/no-touch automated lead nurturing program, using Hubspot and Salesforce, focused on engagement, education, lead capture, and conversion
  • Create demand generation and sales enablement materials including emails, whitepaper, one-pagers, blog posts, infographics, webinars, videos, and paid advertisements to support in-house sales team
  • Create digital marketing content, site content, and landing pages using Hubspot to capture highly qualified leads
  • Own the marketing initiatives for BigRoad Freight in-app load-matching platform to hit growth targets
  • Track and report on customer and demand marketing efforts across marketing KPIs and sales funnel while monitoring programs, and identifying opportunities for continuous optimization
  • Build customer lifecycle campaigns focused on educating customers about BigRoad and how to efficiently use products to reach compliance goals
  • Develop and execute customer nurture strategy and execute campaigns focused on engagement, relationship building, renewals, and cross-sell/up-sell to enable Account Management team to achieve aggressive targets
  • Manage BigRoad’s customer advocacy initiatives by working with the Account Management team to identify key customers and create compelling content including case studies, testimonials, videos, and press releases
  • In partnership with Product team, create materials to assist Training and Support teams including release notes, how-to guides, one-pagers, and videos
  • Respond to customer feedback via email, social media channels, and app stores (Google Play and iTunes) and provide reporting back to management team
  • Assist with the management of user feedback panel including engaging customers for feedback and reviews

Qualifications

  • Develop and execute demand (prospect) marketing strategy designed to generate leads, build/maintain brand awareness, and drive new customer acquisition in alignment with aggressive sales targets
  • Develop low-touch/no-touch automated lead nurturing program, using Hubspot and Salesforce, focused on engagement, education, lead capture, and conversion
  • Create demand generation and sales enablement materials including emails, whitepaper, one-pagers, blog posts, infographics, webinars, videos, and paid advertisements to support in-house sales team
  • Create digital marketing content, site content, and landing pages using Hubspot to capture highly qualified leads
  • Own the marketing initiatives for BigRoad Freight in-app load-matching platform to hit growth targets
  • Track and report on customer and demand marketing efforts across marketing KPIs and sales funnel while monitoring programs, and identifying opportunities for continuous optimization
  • Build customer lifecycle campaigns focused on educating customers about BigRoad and how to efficiently use products to reach compliance goals
  • Develop and execute customer nurture strategy and execute campaigns focused on engagement, relationship building, renewals, and cross-sell/up-sell to enable Account Management team to achieve aggressive targets
  • Manage BigRoad’s customer advocacy initiatives by working with the Account Management team to identify key customers and create compelling content including case studies, testimonials, videos, and press releases
  • In partnership with Product team, create materials to assist Training and Support teams including release notes, how-to guides, one-pagers, and videos
  • Respond to customer feedback via email, social media channels, and app stores (Google Play and iTunes) and provide reporting back to management team
  • Assist with the management of user feedback panel including engaging customers for feedback and reviews

 

If you are interested in applying for this role, please complete the online application here.


Fleet Complete will provide support in its recruitment processes to applicants with disabilities, including accommodation that takes into account an applicant’s accessibility needs. If you require accommodation during the interview or recruitment process, please contact the Recruitment Team at 1-866-649-7949. Fleet Complete is an equal opportunity employer committed to diversity and inclusion. We are pleased to consider all qualified applicants for employment without regard to race, colour, religion, sex, national origin, age, disability, protected veteran status or any other legally-protected factors.