Senior Manager, Integrated Marketing

SCRAM Systems • Annapolis, MD • 5h ago

Job Summary:

The Senior Manager of Integrated Marketing drives multi-channel execution across a family of brands, with a strong focus on segmentation, brand consistency, and data-driven journey design. This role helps translate strategy into actionable plans, architect campaigns across the full funnel, and coach a growing team spanning operations, creative, brand, and campaign execution.

This leader understands how to build and optimize journeys for both B2B and B2C audiences, using insights from every stage of the funnel to personalize outreach, improve conversion, and accelerate the client path from first touch through installation and long-term engagement. The Senior Manager builds frameworks, develops people, and ensures integrated marketing programs land with clarity, quality, and measurable impact.

Duties/Responsibilities:

Strategic Planning & Alignment

Partner with the VP of Marketing to operationalize goals, plans, and campaign frameworks

Translate strategic priorities into clear, actionable multi-channel roadmaps.

Ensure alignment between creative, digital, analytics, marketing operations, and field-facing teams.

Brand & Segmentation Leadership

Maintain consistent brand standards, messaging frameworks, and tone across a family of brands.

Develop segmentation strategies for both B2B and B2C audiences, tailoring outreach by habits, motivations, risk profiles, geography, and point in their journey.

Use funnel insights to drive audience-specific messaging, journey design, and offer strategies.

Partner with content and creative teams to ensure communications match segment needs and reflect unified branding.

Campaign Planning & Funnel Optimization

Lead campaign planning across digital, lifecycle, partner/B2B, and field channels.

Build structured funnels that address early awareness, arrest-triggered outreach, onboarding, installation, retention, and renewal.

Work with analytics and operations teams to interpret lead-flow data and optimize conversion at key points.

Test approaches across geographies, audiences, and program @types to refine messaging and channel mix.

Support early-funnel nurture programs that move prospects from "just arrested" to "ready to install."

Data-Driven Decision Making

Partner with data teams to understand what is driving performance by audience, region, channel, and journey stage.

Use insights to shape segmentation, creative direction, and campaign sequencing.

Track cross-channel KPIs and provide recommendations to strengthen conversion and reduce funnel leakage.

Maintain clarity around campaign inputs, outputs, and ROI.

Operational Excellence

Manage project workflows, prioritization, and resource allocation across multiple brands and initiatives.

Build repeatable processes for briefs, campaign planning, reviews, and reporting.

Improve operating rhythms across teams to support speed, quality, and alignment.

Coaching, Mentorship & Team Development

Provide structured coaching for a multi-level team including coordinators, specialists, and managers.

Develop clear growth pathways across operations, brand, creative, and campaign roles.

Teach skills in segmentation, funnel logic, message architecture, project management, and channel strategy.

Elevate the quality of briefs, dashboards, nurture journeys, and campaign plans through thoughtful review and feedback.

Strengthen manager-level leadership capabilities around planning, communication, and cross-functional alignment.

Foster a collaborative, learning-focused environment where team members feel supported and challenged.

Skills/Abilities:

Comfort collaborating across analytics, operations, creative, and field organizations.

Ability to lead both strategic planning and hands-on execution when needed.

Strong communication skills with the ability to convey information clearly and align diverse stakeholders.

Exceptional organizational skills with keen attention to detail and consistent follow-through.

Strong analytical and problem-solving abilities with a focus on continuous improvement and process optimization.

Demonstrated leadership ability to motivate, develop, and support team members.

Proven ability to perform effectively in a fast-paced, multi-brand or multi-location environment.

Education and Experience:

Bachelor's degree in Marketing, Communications, Business, or related field.

4-6 years of marketing experience including leadership responsibilities.

Experience with CRM or automation platforms (any system) is beneficial but not required as a primary emphasis.

4-6 years of experience in integrated marketing, campaign management, lifecycle, brand, or customer journey roles.

Strong understanding of segmentation strategy for B2B and B2C audiences.

Experience working with multi-step funnels, especially in regulated or service-driven industries.

Physical Requirements (With or without reasonable accommodation):

Sitting: Over 70%

Standing: 15-40 %

Fine Motor Movements: Over 70%

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