Job Title - Inbound Marketing Automation Specialist – Lely Atlantic HQ (Coleshill)

Location: Unit 7, Quartz Point, Stonebridge Road, Coleshill, B46 3JL – 3 days office – 2 days home based, when training is not taking place.
Reports to: Marketing Manager
Hours of work: 37.5 hours per week - 9am - 5.00pm
Salary range and holidays: Dependent on experience / 26 days holiday + bank holidays, 10% discretionary bonus, Life Assurance, EAP
Staff Responsibility: None
 
Organisational Context 

The Cluster Inbound Marketing Automation Specialist is part of Cluster Lely Atlantic. The Cluster supports, steers, grows, and professionalises the Premium Distribution Channel by: 

  • Coaching Lely Centers and Lely Center employees to a professional standard with regards to the franchise agreement. 
  • Strengthening the Lely Centers and helping them to become more successful. 
  • Driving the adoption of robotics and New Product Introductions (NPIs) from a national perspective and enhancing customer-centricity to continue to maximise Lely’s national market share. 

The Inbound Marketing Automation Specialist:

  • Works closely and reports to the Cluster Marketing Manager 
  • Cooperates and interacts regularly with the Cluster Team and supports the Distribution Channel (Lely Centers)
  • Interacts regularly with the Marketing and Communication department in Lely International and makes sure that Lely strategy and online goals are optimised and implemented. 

Role Objective

The Cluster all-round Inbound Marketing Automation Specialist is responsible for supporting the sales advisors and Marketers within the Lely Centers in generating qualified leads and maximising Lely’s national digital marketing. Understanding and transforming our sales and marketing data into knowledge is key. Together with the Marketing Manager of the cluster, you will oversee attracting site traffic, converting that traffic into new leads for the business, and nurturing to close those leads into customers, the latter of which sales leadership will help you accomplish.

Key Responsibilities: 

Training Support

  • Guiding, supporting and monitoring our franchisees and work with them to build on current marketing initiatives and translate it to digital initiative (this support it is done mainly from cluster office through on line tools but may require some visits to the Lely Center). Work with a reflection of our ideal customer in mind and their stage in the customer journey to make sure we deliver the right content to the right person at the right time.  
  • Establish closed-loop analytics with sales to understand how our inbound marketing activity turns into customers, and continually refine our process to convert customers. 


Distribution development

  • Build and manage a rich content/editorial calendar that attracts a qualified audience to our owned properties (including blog posts, whitepapers, eBooks, reports, webinars, infographics, etc.). You will do this together with our specialised experts and possibly external influencers.
  • Grow new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
  • Optimise our marketing automation and lead nurturing processes through email, content, and social channels.
  • Set the goals for the multiple online channels and set editorial guidelines for all online content.  Take care of all that content on these channels is accurate, up to‐date and appropriate to our brand
  • Develop opportunities to improve the customer experience
  • Experience in a similar role is a plus
  • Experience with online advertising in Facebook, Instagram, Google and YouTube is a must.
  • Experience with other social media, i.e. LinkedIn, Twitter, TikTok is a plus
  • If you know our agricultural market and some knowledge on online tooling it is a pro!    
  • Creativity, result orientation and hands‐on 
  • Enjoy analysing online data and optimising on it
  • Understand how data models, marketing software, technology like, Webinars, polls, meetings, and similar tool work
  • Eager to learn and grow quickly in a dynamic company
  • Fluent in business English
  • Knowledge of Marketo, HubSpot, Pardot or anything similar
  • A track record in CRM (Salesforce or similar) is a plus
  • Able to work in an international organisation
  • Analytical skills and understanding data by using Google Analytics 

Stakeholder Management

  • Network with influencers and specialised external experts

How to apply:

If you require further information or wish to apply for this role, please send a copy of your CV and a covering letter outlining your suitability for the role to atlcareers@lely.com

Closing date for all applications: 31st of December 2022

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