Hexagon

  • Content Marketing Lead APAC

    Job Location AU-NS-North Sydney
    Job ID
    2018-4100
    Category
    Marketing
    Relocation
    No
  • Overview

    Hexagon PPM (formerly Intergraph Process, Power & Marine) is the leading global provider of engineering software and project control solutions. We transform unstructured information into a smart digital asset, empowering our clients to visualize, create, and manage the life cycle of facilities and structures of all complexities. For more information visit HexagonPPM.com

    Hexagon PPM is part of Hexagon (Nasdaq Stockholm: HEXA B; Hexagon.com), a leading global provider of information technology solutions that drive productivity and quality across geospatial and industrial landscapes.

    Position Summary/Purpose

    Reporting to the Marketing Director APAC, the Content Marketing Lead is responsible for content / marketing communications strategy and execution of local branding, content marketing and communications / PR activities. The Content Marketing Lead produces content for digital and traditional channels  to optimise target audience experience and meet specific KPIs: target audience acquisition, engagement and retention.

    The Content Marketing Lead works closely with regional field marketing, digital and sales teams to deliver compelling communications and demonstrates best practice understanding of key online and social media channels (LI, FB, Twitter, Naver), which content and approaches work and why.

    Editorial requirements include basic SEO understanding, content categorization and structure, content development, distribution and measurement. He / she is required to adhere to editorial governance so content is consistent with Hexagon PPM brand voice, style and tone.

    Responsibilities/Main Activities

    • Develop content marketing plan and annual themes based on business strategy and target audience needs to drive demand, leads for products/solutions and engagement.
    • Collaborate with field marketing, digital and sales to produce/write content that drives leads through the funnel (top, middle and bottom) - both inbound and outbound marketing.
    • Own and manage thought leadership program for the region
    • Research and produce engaging copy for various assets and channels: blogs, social, web, email, brochures, white papers, reports, etc
    • Manage and coordinate customer stories and PR
    • Repurpose content for different mediums including social media and video.
    • Develop content for different personas, industries/segments and market maturity levels
    • Understand cultural nuances in APAC and which content /messaging resonates best
    • Run executive engagement strategies and initiatives
    • Support product and brand positioning and messaging
    • Create and manage content marketing calendar
    • Owns customer success program and PR initiatives
    • Develop key words in collaboration with the Digital Marketing Lead & regional marketing teams and use them in articles (SEO copywriting)
    • Strategic advisor for short copy (ads, CTA)
    • Keep up to date with industry best practice and monitoring content activities of competitor websites.
    • Manage 3rd party resources including designers, writers, freelancers and agencies

    Qualifications and Experience Required

    • Bachelor’s degree in Marketing, Communications, Journalism, Public Relations or a related field
    • ·5+ years of relevant experience preferably in journalism, a PR agency or an in-house PR role
    • Possess a demonstrated knowledge of marketing within a commercial environment
    • Experience in dealing with PR and Media professionals, particularly in a B2B environment
    • Experience in communicating and dealing with international organisations
    • Experience in the IT industry and with selling complex solutions Skills and Abilities
    • Superior oral and written communication skills
    • Strong leadership skills, with the ability to excel in the management of cross-functional projects and initiatives
    • Creative minded with an ability to conceive interesting ideas for new content
    • Ability to work independently and lead projects and relationships remotely
    • Previous experience working as a content manager or copywriter would be an advantage
    • Experience creating content for the web and growing a social audience
    • Editorial mindset that seeks to understand what audiences consume and how to create it
    • Ability to analyze and present content and social performance
    • Experience with Sitecore, Google analytics, Slideshare, Eloqua/ Pardot and the top social channels

    Key Behavioural Competencies

    Employee Behavioural Profiles - ADAPTABILITY - The ability and willingness to adapt own actions, strategies and goals in order to work effectively with a variety of situations and individuals. Easily adapts to changes in job requirements, Employee Behavioural Profiles - CONCEPTUAL THINKING - Applies and modifies complex concepts or methods to identify key issues, patterns or connections between situations that are not readily obvious. Fits information into mental models and frameworks, Employee Behavioural Profiles - ENTREPRENEURIAL INNOVATION - Envisions the results and consequences of new ideas or concepts and anticipates long term opportunities and requirements formulating plans to meet them. Encourages and promotes entrepreneurial innovation., Manager / Leader Behavioural Profiles - PROACTIVITY - Able to look or listen for potential problems or opportunities. Anticipates and prepares for those problems and/or opportunities and constructively challenges long held beliefs or processes., Manager / Leader Behavioural Profiles - RELATIONSHIP BUILDING - Proactively develops and uses networks of contacts. Initiates relationships with colleagues and customers for the purpose of increasing interaction and building relationships among influential groups., Manager / Leader Behavioural Profiles - INTERPERSONAL EFFECTIVENESS - Easily establishes rapport with individuals and is capable of accurate assessment to the underlying causes for individual or group behaviour patterns. Understands others’ strengths and limitations and acknowledges and understands others’ differing perspective., Manager / Leader Behavioural Profiles - CRITICAL INFORMATION SEEKING - Goes to exceptional lengths to gather relevant information by exploiting the most appropriate and efficient resources. Has an obvious curiosity and keen desire to know more., Employee Behavioural Profiles - PROACTIVITY - Identifies Opportunities for improvement and acts on them. Takes action in areas beyond direct personal responsibility and questions the way things are done to improve on current processes, encouraging others to follow suit.

    Current KPI Requirements

    Lead generation:
    • Pipeline contribution:
    • Marketing influenced pipeline
    • ROI: CPL & CPC

     

    Demand generation programs:
    • Integrated (multichannel) campaign meeting targets

     

    Content effectiveness & metrics (benchmark against annual average):
    • Downloads
    • Click throughs
    • Video views
    • Conversion rates
    • Shares
    • Subscription

    Social media:
    • Engagement & shares
    • New followers

     

    Customer success:
    • Customer ref pieces (case study, project profile, testimonial, video, PR – major wins)
    Influencer/ Exec Marketing:
    • Influencer marketing activity

    Objectives/Goals

    • Contribute to growth in the region thought value focused and customer centric content that will engage and convert buyers at different stages of the journey
    • Raise profile of brand in APAC region
    • Own content marketing strategy 
    • Support Executive leadership

     

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