Vertical Marketing Manager

Verra Mobility•Indianapolis, IN

About The Position

Verra Mobility is a global leader in smart mobility. We develop technology-enabled solutions that help the world move safely and easily. We are fostering the development of safe cities, working with police departments and municipalities to install over 4,000 red-light, speed, and school bus stop arm safety cameras across North America. We are also creating smart roadways, serving the world's largest commercial fleets and rental car companies to manage tolling transactions and violations for over 8.5 million vehicles. And we are a leading provider of connected systems, processing nearly 165 million transactions each year across 50+ individual tolling authorities. Culture Verra Mobility Corporation is a rapidly-growing, entrepreneurial company that operates with a people-first philosophy and approach. The company lives by its core values—Do What’s Right, Lead with Grace, Win Together, and Own It—in everything it does for its customers and team members. The company seeks to grow aggressively, both organically and through acquisition, to continue to be the undisputed market leader with these five core competencies: bias for action, customer focus, teamwork, drive for results, and commitment to excellence. Job Summary The Vertical Marketing Manager will be responsible for developing and executing a comprehensive marketing and content strategy tailored to University and Municipality sectors that aligns with our business goals and resonates with our target audience. This role involves understanding the unique needs of universities and municipalities, creating high-quality contents and targeted multi-channel marketing campaigns and driving engagement with key stakeholders. The ideal candidate will have a proven track record of producing contents and developing successful marketing campaigns that drive demand generation and enhancing customer engagement.

Requirements

5+ years of experience in content marketing in University or Municipality sector, preferably in a B2B SaaS environment.
Proven success in developing and executing marketing strategies that drive funnel and revenue growth, as well as enhance customer retention and engagement.
Strong understanding of the university or municipality sector, customer buying process and cycle, various stakeholder needs, and its unique challenges.
Experience in market segmentation, persona development, and creating content for different sales stages.
Exceptional writing and editing skills with a portfolio showcasing diverse content types.
Proficiency in marketing automation and CRM tools (e.g., Salesforce).
Experience in supporting product launches and go-to-market strategies.
Excellent communication and interpersonal skills.
Strong analytical skills with the ability to interpret data and make data-driven decisions.
Excellent project management skills and attention to detail.

Responsibilities

Vertical Strategy Development: Develop and implement marketing strategies specifically for the university and municipality sector to drive lead generation, brand awareness, customer acquisition, and customer nurturing program.
Market Segmentation & Persona Development: Conduct market segmentation and develop detailed buyer personas to ensure content is tailored to the needs, pain points, and behaviors of different audience segments.
Market Research: Conduct market research to understand the needs, challenges, and trends within the university and municipality sector and use insights to inform marketing strategies.
Content Creation: Produce a variety of content types (including blog posts, case studies, whitepapers, customer newsletters, videos, infographics, and social media posts) content that addresses the specific needs and pain points of prospects at each stage of the sales funnel, from awareness to decision.
Content Distribution: Collaborate with digital marketing team and direct the distribution of content across various channels, including the company website, social media, email newsletters, and third-party platforms, to maximize the impact of contents.
SEO Optimization: Collaborate with digital marketing team to optimize content for search engines to improve organic visibility and drive traffic to our website.
Sales Enablement: Create, refresh, and maintain sales enablement materials, such as product brochures, data sheets, sales presentations, demos, and battlecards, to support the sales team in their efforts to close deals.
Product Launch: Collaborate with product and sales teams to develop and execute marketing strategies for product launches, ensuring successful market introduction and adoption.
Campaign Management: Create and manage targeted marketing campaigns, and collaborate with digital marketing team to run campaigns through various channels, including email marketing, webinars, social media, and events, etc.
Performance Measurement: Track and analyze the performance of marketing campaigns, providing insights and recommendations for optimization.
Cross-functional Collaboration: Work closely with sales, product, and customer success teams to ensure alignment on goals and strategies.
Industry Trends: Stay current with industry trends, emerging technologies, and content marketing best practices.