Customer Marketing Manager, Campaign Optimization (Finance)

Job Description:

Position Overview

Vertex Inc. is seeking a Customer Marketing Manager, Campaign Optimization to ensure that all cross - sell, upsell, and migration campaigns are fully optimized for effectiveness through the funnel, from initial engagement to conversion. This individual will bring a strong background in content strategy, messaging, and positioning, along with experience in developing and managing integrated campaig ns that drive measurable business impact.

In this role, you will partner with campaign owners, inside sales, solutions marketing, and sales teams to refine campaign content, targeting, and post - conversion engagement strategies to accelerate lead conversion and opportunity velocity. You will also e nsure that inside sales teams are fully enabled with the content, tools, and insights needed to engage leads effectively and move them through the funnel.

Additionally, this individual will drive activation optimization, establishing best practices for Pardot (marketing automation), SalesLoft (inside sales engagement), and 6Sense (ABM and intent insights) to enhance lead nurturing, post - conversion engagement , and pipeline acceleration. By focusing on campaign optimization, nurture strategy, and post - conversion acceleration, this role will maximize campaign performance, sales effectiveness, and marketing's overall impact on revenue growth.

This role will also play a key part in developing an inbound marketing strategy for existing customers, ensuring that campaigns and nurture efforts drive ongoing engagement, demand, and expansion opportunities. By leading projects for messaging and content development, and leveraging customer information channels such as the Customer Community and Vertex website, this individual will help position Vertex solutions in front of the right customer segments at the right time, driving broader awareness of Vertex 's end - to - end tax solution, driving demand in the customer base, and increasing marketing - influenced revenue.

Key Responsibilities

Campaign Optimization & Nurture Strategy

• Ensure all campaigns activated by the Customer Marketing Growth Team are fully optimized for lead nurture and velocity, ensuring smooth progression through the funnel.
• Partner with inside sales (business/lead development teams) to ensure they have the content, tools, and campaign insights needed to effectively engage with leads and move them toward conversion.
• Develop and refine nurture strategies, aligning marketing automation (Pardot), inside sales communication tools (SalesLoft), and intent signals (6Sense) to accelerate lead engagement and conversion.
• Strengthen post-conversion engagement, ensuring that effective content and sales enablement efforts continue through later funnel stages to improve opportunity velocity and impact win rates.

Content & Targeting Optimization

• Collaborate with solutions marketing, content teams, sales, and SMEs to develop persona - driven content that engages key stakeholders and accelerates funnel progression.
• Optimize audience segmentation, list development, and targeting strategies, ensuring campaigns reach the right contacts at the right time.
• Leverage intent data and engagement signals to refine messaging and prioritize high opportunities.

Sales & Inside Sales Enablement

• Work closely with inside sales teams to ensure they understand campaign objectives, messaging, and the buyer journey, enabling more effective outreach and conversion.
• Develop playbooks and engagement frameworks to ensure inside sales teams effectively leverage Pardot, SalesLoft, and 6Sense to maximize lead engagement.
• Ensure seamless handoff and alignment between marketing and inside sales, improving response times, conversion rates, and pipeline velocity.

Inbound Marketing for Existing Customers

• Develop and implement an inbound marketing strategy that increases engagement and demand from existing customers, driving awareness and adoption of additional Vertex solutions.
• Work closely with campaign owners and content teams to create targeted inbound programs that address customer needs and position Vertex solutions for expansion.
• Leverage automation, intent data, and nurture strategies to reach the right customer segments at the right time, strengthening relationships and increasing marketing - influenced revenue.

Campaign Performance & Continuous Improvement

• Analyze campaign effectiveness, lead engagement trends, and sales feedback to refine strategy and improve conversion rates, velocity, and share of wallet growth.
• Provide ongoing recommendations for optimizing nurture programs, post - conversion engagement, and sales enablement strategies.
• Develop best practices and guidelines for campaign execution, ensuring scalability and consistency across all growth marketing programs.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or related field.
• 9+ years of experience in B2B marketing, with a focus on campaign optimization, lead nurture, strategy, and sales enablement.
• Experience in account - based marketing (ABM), marketing automation (Pardot), sales engagement tools ( SalesLoft), and intent - driven targeting (6Sense).
• Strong understanding of lead nurturing and post - conversion engagement, with a focus on improving pipeline velocity and win rates.
• Excellent cross - functional collaboration skills, with experience working with sales, inside sales , solutions marketing, and content teams.
• Data - driven mindset, with the ability to analyze campaign performance, lead behavior, and sales feedback to optimize engagement strategies.
• Strong project management and execution skills, with the ability to balance multiple priorities in a fast - paced environment