National Lead Generation Manager experience
Published on: Mar 3, 2016
Transcripts - National Lead Generation Manager experience
April 2015 to present (same jobs spec as previous Marketing Manager
position – the organisation restructured and titles were changed)
National Lead Generation Manager: Residential, New Business and Small Business
(Senior Management: Head Office)
ADT is the world’s leading security company and operates in 35 countries. It opened
several ADTbranches in South Africa on the 1st of July 2001.
Brief synopsis of role and duties:
Development and implementation of above and below the line marketing
campaigns as well as strategies across the ADTSouth Africa Residential, New
Business and Small Business portfoliosin line with company objectives. This
includes traditional and digital marketing, advertising, promotions, public
relations and social media for national and regional campaigns. Also involved
in global marketing and sharing best practices as well as ensuring global
Development of strategies and online marketing campaigns in consultation
with the digital agency to drive traffic to the ADT website. The website is
continuously reviewed with the aim of improving the usability/user
experience, design, content and conversion rate of the website. This is done
through a range of techniques including paid search, search engine
optimisation (SEO) and pay per click (PPC) work.
Managing and measuring all lead generation campaigns. Results are
measured and reviewed on a monthly basis whereafter feedback is given to
the regional Managing Directors on the effectiveness of all campaigns and
respectivemarketing channels. Lead to appointments ratios, strike rates per
channel, the cost per lead per channel and the cost per sale are also
analysed in detail which enables us to identify the most successful and cost
Assist with the launch of all New Business services. This includes all marketing
material as well as the development and maintenance of websites like ADT
FindU and ADT Home Automation in consultation with the digital agency.
Implementation of a communication strategy plan detailing a brand
summary and core positioning objectives, target audiences/segments, key
strategic tasks and activity selection by marketing channel.
Managing the Residential, New Business and Small Business Marketing
financials including the annual budget, monthly forecast and monthly
marketing spend per channel and the allocation thereof. Alsokeeping
marketing expenses in check.
Approving all media releases for both print and online.
Overseeing the copywriting, design, layout and production of all marketing
The management and growth of the ADT Facebook and Twitter pages.
Providesupport for all Sales consultants through product brochures, marketing
material, company-branded promotional material, company profiles and
Responsible for all direct marketing initiatives such as exhibitions and mall
promotions. This includes the design and delivery of an eye-catching stand,
marketing material, posters, online competition forms and branded
Overall responsibility for brand management and corporate identity. Ensuring
the attainment of financial obligations in the short and long term for the
Residential, New Business and Small Business portfolios by ensuring that lead
targets are consistently reviewed and amended to make provision for current
sales strike rates and subsequently addressing the shortfall by generating
Ensuring integration and alignment between the various business disciplines
(e.g. marketing, sales, finance, call centre, technical, etc).
Driving the Residential business at a marketing operational level:
- Liaising with all sales and business resources, as well as ADT
management on the following levels:
maximising knowledgeand best practice sharing;
driving aligned strategiesfor the Residential, New Business
and Small Business portfolios to gain support for key national
and regional projects when required;
ensuring that good marketing practice is shared across the
- Ensuring that quarterly marketing plans are compiled and
Management and efficient leadership of the regional Marketing
- Managing individual and team performance:
Management of direct reports on agreed performance and
Providing regular feedback to direct reportson performance;
Motivating direct reports to achievebusiness goals; and
Overseeing all regional marketing activitiesto ensure alignment
with marketing and business objectives.
Maintaining principal relationships through regular liaison and communication
with the Regional Subscriber MD, Regional MD’s, Branch Managersand Sales
Consultants, New Product Development Managers, Portfolio Managers, Call
Centre and Customer Service Managers, HR and Finance Managers, as well
as the EXCO.
Assisting with the marketing rollout of all strategic partnerships.
Developing and managing relationships with key suppliers/agencies:
- Maintaining top line contact with key suppliers, e.g. advertising, digital,
promotional, social media, design and PR agencies, and conducting
- Leveraging global knowledge by fostering ADTWW, global and