Marketing Automation Expert

Reports to: Group Head of Marketing Strategy

Location: London / Aberdeen, Flexible

Westwood Global Energy Group is home to some of the leading solutions in energy market intelligence, offering subscription-based research and applications, bespoke insights and consultancy services across Exploration & Production, Offshore and Onshore Energy Services, alongside a dedicated Energy Transition division. As a global company, you’ll find Westwood offices in Houston, Aberdeen, London and Singapore, with further representation in Austin (Tx) and the Middle East.

The Role

Our small but dynamic marketing team continues to punch above its weight in the energy analytics market, but now we need a new mind to help us develop even further. Recent and future changes to marketing processes and technology structure mean that we’re looking for a bright new colleague that will bring a fantastic set of digital marketing skills and experience around marketing automation – a Subject Matter Expert. Our ambitions are high, but our goals are realistic and can be tied to typical marketing and sales funnel development, with specific areas identified for improvement and growth potential. Much of this potential lies in the substantial opportunity to directly impact existing client revenues and new business using marketing automation; to deliver the right personalised content, at the right time through the right channel. Westwood is at an early stage of its marketing automation development, so this is an excellent opportunity for a talented individual to have a big impact on our future trajectory and work directly with the Group Head of Marketing Strategy to devise, plan and execute a brand-new automation strategy. As market analysts, Westwood is blessed with a plethora of valuable content to populate automations, so you will also work closely with the Senior Marketing Content Manager and work on a range of proactive and reactive campaigns and automations that access these insights.

Key Responsibilities

• You will ‘own’ the marketing automation platform and be responsible for its further set up and core components, including workflows, lists, scoring, segmentation, triggers and reporting.
• Work with other stakeholders such as Product and Tech teams, to devise and implement trigger-based client workflows to a) reduce subscription churn, b) promote cross-sales and c) support up-sell.
• Collaborate with the Senior Marketing Content Manager, develop content and product led email nurture campaigns to more effectively move prospects through the funnel to increase quality of SQLs.
• Devise and implement cohesive strategies for scoring, lifecycle stage definition and progression.
• Work with other members of the Marketing Team and Research Team colleagues, help define our segmentation strategy utilising available demographic and firmographic data.
• Collaborate with the Sales Team to ensure campaign optimisation based on practical feedback.
• Regular reporting of activity and performance.

Requirements

• We have no minimum ‘years’ experience required, but you must be able to demonstrate previous success in using HubSpot to develop effective marketing automations.
• You should be a HubSpot expert.
• Your talents have previously been used in a content rich B2B SaaS, data led or market intelligence environment.
• Proficiency in CRM systems, preferably Salesforce.
• A strong familiarity and experience of broader digital marketing.
• You are passionate about your expertise and are up to date on the latest industry trends, including the (practical) use of AI.
• You will be confident in using and analysing data from a range of platforms, such as: Google Analytics, Salesforce, Intercom.
• Familiar with how different marketing applications integrate.
• Any HTML coding experience is beneficial.

Westwood Global Energy Group is committed to encouraging Equality, Diversity and Inclusion among our workforce in everything we do and eliminating unlawful discrimination.