Marketing Manager - Small Business

Senior Marketing Manager - Small Business

A little about ADP : We are a comprehensive global provider of cloud-based human capital management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration and a leader in business outsourcing services, analytics, and compliance expertise. We believe our people make all the difference in cultivating a down-to-earth culture that embraces our core values, welcomes ideas, encourages innovation, and values belonging. We've received recognition for our work by many esteemed organizations, learn more at ADP Awards and Recognition.

JOB PURPOSE

As our Senior Marketing Manager for Small Business, you will be a vital member of the ESI Marketing team, driving the marketing strategies that shape the future of our products and services. Your focus will be on developing and executing innovative marketing campaigns that create demand, enhance product adoption, build brand equity, and deliver measurable business growth. This new role provides a unique opportunity to make a substantial impact across EMEA.

This role will lead cross‑team marketing efforts to understand the Small Business buyer, develop tailored solutions and deliver demand‑generative activity to drive sales growth. Focusing on the UK and French markets, this role will support and engage with our Small Business Digital Sales team, promoting existing solutions to the sub‑350‑employee segment. The role will partner with local Product, Field and Digital Marketing to align best practices and maximize campaign impact across diverse markets.

Key Responsibilities

• Market Insight : Develop a deep understanding of the small business sector in each country. Use this knowledge to define and execute overarching marketing strategies aligned with segment growth targets, new product launches, and regional expansion.
• Strategic Partnership : Collaborate effectively with sales team, product owners, product marketing, digital marketing, content teams, business operations, finance, and ESI Small Business specialists to influence marketing direction.
• Collaborative Engagement : Build strong relationships with internal teams to align goals and execute marketing initiatives efficiently.
• Targeted Marketing Plan : Create a comprehensive marketing plan focused on the unique needs of the Small Business segment.
• Value Proposition : Partner with product marketing to refine and communicate our solutions effectively, differentiating us in the marketplace.
• Campaign Development : Craft and implement innovative marketing campaigns tailored to small business owners, ensuring high engagement and lead generation.
• Demand Generation : Collaborate with digital marketing, PR, content team, field marketing, and events to promote ADP solutions to small business buyers and influencers.
• Inbound Strategy : Work closely with Digital Marketing team, as the subject matter expert for small business sector, to support the ongoing development of the inbound marketing approach.
• Data‑Driven Refinement : Use feedback and market intelligence to refine ideal customer profiles and target key sectors and decision‑makers.
• Performance Measurement : Ensure consistent and regular monitoring of the key performance indicators. Work with the digital media team to take appropriate course adjustments, as required, to deliver on expected demand performance, while working closely with sales to maintain whole‑of‑funnel approach to growth.
• Budget Management : Oversee the assigned marketing budget for small business sector, making ROI‑driven decisions about resource allocation and channel choices.

Success Metrics

Development and execution of the multi‑year ESI growth strategy for Small Business, measurable through the impact on sales revenues.

Required Knowledge / Skills

Travel Needs

Must be able to travel in Europe and as required.

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