Key Responsibilities
1. Marketing Strategy and Annual Marketing Plan
1) Collaborate with Sales Leaders, conduct in-depth research on instrument industry trends and policy developments and deliver industry market analysis reports and insights by integrating Voice of Customer (VOC), competitor analysis, and relevant findings.
2) Develop the marketing department's annual marketing plan and collaborate with the sales department for implementation.
2. Brand Awareness and Campaigns Development
1) Oversee integrated marketing planning & execution
2) Drive new product market launch: Collaborate with sales & application teams to plan overall launch plans; guide the team in developing/optimizing marketing collaterals; ensure marketing campaigns align with product strategies; lead team execution to support new product market penetration goals.
3. Lead generation, tracking and evaluation
1) Define clear MQL criteria aligned with business needs and track all lead generation activities via the CRM system to ensure end-to-end lead lifecycle visibility and accurate ROI measurement.
2) Calculate key ROI-related metrics, including MQL acquisition cost, MQL-to-OPP conversion rate
3) Conduct post-event and post-campaign evaluations, focusing on analyzing ROI performance and assessing the quality of MQLs/OPPs generated
4) Use CRM data and evaluation results to identify gaps in lead generation strategies (e.g., low MQL-to-OPP rates) and propose optimizations to improve efficiency and ROI.
4. Digital Marketing
1) Aligning with business strategies, provide guidance on technology-adapted local digital lead generation to support acquiring high-value leads
2) Build and iterate digital experiences focused on customer technical needs, select platforms/tools, and optimize digital touchpoints for instrument purchase logic.
3) Develop vertical digital campaigns that translate complex product features into compelling customer benefits, leveraging various marketing formats to engage target audiences.
4) Manage digital project execution, track instrument-specific KPIs, and analyze customer digital behaviors to refine content strategies.
5) Screen and manage instrument industry digital partners, oversee collaboration quality to align with brand technical positioning.
Education / Qualifications:
• Bachelor's degree or above in Business, Marketing, or a science and engineering discipline. Equivalent professional experience is also acceptable.
• 10+ years of marketing experience in a B2B environment, with 5 or more years of experience leading field marketing teams preferred.
• Proven experience in strategic planning and marketing operations.
• A background in the analytical instrumentation industry is preferred.
• Fluent in English (both written and spoken), able to collaborate with the overseas headquarters team.